This is gonna change the way the general public see BMW in America in the future. Let's hope the Austin firm could pull it off and come up with some great compaigns.
GSD&M's predecessor, Fallon, created BMWfilm and BMW was named Best Global Advertiser at last year's Cannes Ad Festival. This past summer, BMW asked Fallon to compete in a review in order to keep the account, and Fallon declined. In the early 90's, BMW did the same thing to its then award winning agency Ammirati & Puris, who created the motto "The ultimate driving machine". The New York firm declined BMW's request of competing against other agencies for the account, and was named Agency of the Year for standing up to BMW and showing pride. The next agency that BMW went to (a much cheaper one) totally sucked and BMW had to dump it after just a short time.
I think BMW is trying to change its brand image and is seeking new market/audience. My prediction: don't be surprised to see a new company motto.