BMW of North America Inc. wants General Motors to alter or pull a new print ad that says the Cadillac Seville STS outperforms the BMW 540i in a slalom course.
"We're concerned with the credibility of the comparison ... really the factual nature of the ad itself," said Baba Shetty, manager of marketing communications at BMW.
BMW protested the ad in a letter to GM General Counsel Tom Gottschalk this month.
The controversy stems from the tires used on the two cars, not the headline, which says, "Ultimately this is the driving machine in slalom." That is a play on words of BMW's "The ultimate driving machine" advertising tag line.
The small …
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