Vorsprung durch Technik
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Vorsprung durch Technik (German pronunciation: [ˈfoːɐ̯ʃpʁʊŋ dʊɐ̯ç ˈtɛçnɪk]; roughly "Advancement through technology";[1] however "competitive edge" better conveys the sense of Vorsprung in this context) is the main strapline and company ethos for the German car maker Audi. It has been used since the 1970s in Audi advertising campaigns all over the world.[2]
In the mid 1990s, Audi repositioned itself as the premium brand within the Volkswagen family. MetaDesign was contracted to expand the brand slogan to express the brand value at the time – human, leading, visionary, and passionate.[3]
[edit] In popular culture
After its repeated use in advertising campaigns, the phrase found its way into popular culture:
- Only Fools and Horses (1986) Series 5, Episode 1: 'From Prussia with Love'. Del Boy quotes the line when trying to comfort a German girl about to give birth.
- U2 song "Zooropa"[4]
- Blur song "Parklife"
- The punchline for a joke in the movie Lock, Stock, and Two Smoking Barrels
[edit] References
- ^ "Audi Canada > Experience Audi > Audi History > Vorsprung durch Technik". Audi Canada web presence. AUDI AG. http://www.audi.ca/ca/brand/en/exp/audi_history/brand_milestones/vorsprung_durch_technik.html. Retrieved 7 November 2011. "Loosely translated, "Vorsprung durch Technik" means “Advancement through Technology”"
- ^ One of the famous commercials advertising Audi's four-wheel drive abilities
- ^ MetaDesign Visible Strategies: Audi
- ^ Official U2 Website - Zooropa Lyrics
[edit] External links
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