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[citation needed]) 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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