What’s the origin of the phrase ‘Vorsprung Durch Technik’?
‘Vorsprung Durch Technik’ originated
as an advertising strapline for Audi
cars.
This phrase has been used as a strapline in adverts for Audi cars since the 1980s, capitalizing on the German reputation for technical expertise.
It wasn’t initially coined to refer to an Audi car though. The phrase was first used in an advert for the futuristic NSU Ro 80 model, which was launched in 1967.
It’s probably fair that the expression is associated with Audi in most people’s minds. NSU was bought by the Volkswagen Group in 1969, who merged NSU with Auto Union, creating the company that eventually became Audi.
Of course, Audi is part of the VW group of companies and all their good work in establishing a reputation for technical quality was undone by the 2015 emissions scandal.