London - A BMW advert that aimed to appeal to bad-mannered businessmen has been banned by watchdogs.
The German car giant used the slogan "Luxury just lost its manners" to promote the sports-limo.
Its double-page advert in the Daily Telegraph boasted that the 760Li xDrive can go from 0-100km/h in just 3.7 seconds.
It added: "For some, the climb to the top is quicker."
However, the company has fallen foul of UK rules that bar car companies from selling vehicles using speed. And it was at odds with the Highway Code, which says motorists must not drive without reasonable consideration for other road users.
The M760Li’s 6592cc V12 engine produces 448kW and 800Nm, and can have its speed governer liberated to allow 305km/h if the M Driver’s Package is ordered.
Explaining that it was targeting "high net worth" business leaders, BMW said the slogans were no more than "advertising puffery". However, banning the ad, the Advertising Standards Authority said it suggested that "drivers did not have to have regard for other road users".