Back in 1971, the slogan was first used in a German publicity campaign. It was then used for the first time in UK advertising in 1983.
What does 'Vorsprung durch Technik' mean? It translates to 'advancement through technology', and this year marks the 40th year of Audi's motto.
Back in 1971, the slogan was first used in a German publicity campaign. It was then used for the first time in UK advertising in 1983, when Audi was less well known. London advertising agency Bartle Bogle Hegarty (BBH) is credited with realising its use as emphasising German quality.
Back to 2011, and the phrase is one of only a few 'foreign' phrases recognised in British culture, and has even been used tracks by Blur and U2, as well as in films such as Lock, Stock and Two Smoking Barrels.
The BBH television advert linked Audi quattro and the permanent all-wheel-drive system, but the phrase is rooted in the pioneering innovations and technical leadership the brand was already synonymous with before this point.
The newly-formed Audi NSU range included rear-engined, air-cooled NSU 2- and 4-cylinder cars, front-wheel-drive Audi models with 4-cylinder water-cooled engines, the lightweight Audi 100 and the aerodynamically wedge-shaped and rotary-engined Ro 80 – and so a unifying brand claim was needed to illustrate what all models had in common.Published 3 June 2011