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40 years of “Vorsprung durch Technik”

In 1971, Audi used for the first time the slogan Vorsprung durch Technik (Progress through technology). Today, the Audi slogan reaches 40 years and, just as then, it expresses as well the philosophy of the manufacturer from Ingolstadt.

Vorsprung durch Technik, meaning Progress through technology is the motto and slogan that was invented 40 years ago and encapsulate the entire Audi philosophy. In 1971 this slogan was used for the first time in an advertising campaign organized in Germany.

12 years later, the advertising agency BBH (Bartle Bogle Hegarty) has seen in these words the German quality and technology and decided to use them in an advertisement for the English public. Two years earlier, on April 26, 1969 Audi NSU Auto Union was formed with a wide range of products which needed a philosophy to incorporate it all, and Vorsprung durch Technik (Progress through technology) has proved to be a winning formula. Today, 40 years after birth, Audi continues to apply this phrase to all new vehicles.

Audi 100 Vorsprung durch Technik:

Audi – Vorsprung durch Technik:

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