Vorsprung durch Technik (German pronunciation: [ˈfoːɐ̯ʃpʁʊŋ dʊɐ̯ç ˈtɛçnɪk], (roughly, 'Advancement through technology'[1]; 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.[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 valid at the time - human, leading, visionary, and passionate.[3]
After its repeated use in advertising campaigns, the phrase found its way into popular culture
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