Vorsprung durch Technik
Encyclopedia
Vorsprung durch Technik (ˈfoːɐ̯ʃpʁʊŋ dʊɐ̯ç ˈtɛçnɪk, (roughly, 'Advancement through technology'; however, "competitive edge" conveys the sense of Vorsprung in this context better) is the main strapline, or slogan, and company ethos for the German
car maker Audi
. It has been used since the 1970s in Audi advertising campaigns all over the world.
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 valid at the time - human, leading, visionary, and passionate.
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
car maker Audi
Audi
Audi AG is a German automobile manufacturer, from supermini to crossover SUVs in various body styles and price ranges that are marketed under the Audi brand , positioned as the premium brand within the Volkswagen Group....
. It has been used since the 1970s in Audi advertising campaigns all over the world.
In the mid 1990s, Audi repositioned itself as the premium brand within the Volkswagen
Volkswagen Group
Volkswagen Group is a German multinational automobile manufacturing group. , Volkswagen was ranked as the world’s third largest motor vehicle manufacturer and Europe's largest....
family. MetaDesign
MetaDesign
MetaDesign is an influential global design consultancy founded by Erik Spiekermann, Uli Mayer-Johanssen and Hans Ch. Krüger. The business has offices in Berlin, Beijing, Hamburg, Düsseldorf, Zurich and San Francisco and more than 330 employees....
was contracted to expand the brand slogan to express the brand value valid at the time - human, leading, visionary, and passionate.