I like their series "slogans" (was that part of the old website also?)
1 - Handsome looks with sporting intentions.
3 - Pure joy. Measured in smiles per hour.
5 - Settle for more.
6 - Live vicariously through no one.
7 - The driver's luxury car.
X3 - Antioverkill.
X5 - Jack-of-all-trades. Master-of-all-roads.
Z4 - The power to free yourself.
M - The most powerful letter in the world.