The clever tagline has been there for some incredible successes.
Audi's famous slogan, Vorsprung durch Technik is simple but effective. Directly translated, it means "Progress through Technology", and the German automaker has made a name for itself through just that. The slogan was created in 1970 from Hans Bauer, an employee in the Audi NSI advertising department, as a way to communicate the brand's technological diversity. It made its first appearance in an advertisement in January 1971 and would become synonymous with Audi vehicles of the time like the Audi 100, 100 Coupe S, 80, and 50. Over the years, it was altered as "Audi. A nice bit of technology." or "Audi. Relaxed driving with the perfect technology." But it would soon return to the catchy original.
1980 saw the introduction of the Audi quattro and the slogan was used more frequently. It also appeared on the largest illuminated advertisement in Europe at the time on a high-rise along the A9 Autobahn. With the clever slogan and the clever all-wheel drive technology becoming a clear part of Audi's corporate identity, the two have since come to define the Audi ethos.
To highlight this, Audi is introducing a new special exhibit called "50 Years of Vorsprung durch Technik" that will show visitors to the Audi Forum Neckarsulm the brand's passion for technology over the years. Audi's milestones over the last five decades are a particular highlight.
One of these highlights is quattro technology that was born in rally motorsport. The first Audi A8 with Audi Space Frame technology is also recognized for its importance. Audi's Le Mans successes of the early 2000s were similarly special. The introduction of the Audi e-tron is another big milestone that arrived in 2018 before the e-tron GT three years later showed off Audi's skill in design and making electric cars exciting.
With the carmaker now pushing for carbon neutrality by 2050, its slogan is more relevant than ever, and as more exciting concepts come along, we can't wait to see what the slogan will mean for the future.