What is Audi's German-language slogan?

Audi’s German-language slogan is “Vorsprung durch Technik,” commonly translated as “Progress through Technology.”

The phrase expresses Audi’s long-running emphasis on engineering, innovation and technical performance. Audi introduced it in advertising in 1971, initially during the company’s Audi NSU Auto Union era. Although the wording is German, it became especially recognizable in English-speaking markets through Audi’s British advertising campaigns.

The slogan is sometimes confused with taglines from other German automakers. “The Best or Nothing” belongs to Mercedes-Benz, “Freude am Fahren” is associated with BMW, and “Das Auto” was used by Volkswagen. Audi’s phrase also has a cultural footprint beyond car advertising: it has appeared in references to music, television and popular culture. Its literal wording suggests technological progress, while its intended marketing message is closer to gaining an advantage through advanced engineering.