Audi used the slogan “Vorsprung durch Technik.” The German phrase is commonly translated as “Advancement through Technology” or “Progress through Technology,” and it became a defining expression of Audi’s engineering-focused brand.
Audi adopted the slogan in 1971. It was intended to communicate technical innovation and helped distinguish Audi within the Volkswagen Group and the wider premium automobile market.
The phrase is often left untranslated in international advertising, although the exact English rendering varies. It should not be confused with BMW’s “The Ultimate Driving Machine” or Volkswagen’s “Das Auto,” which emphasize different aspects of their brands.
Audi’s modern history includes the merger of four companies represented by the four rings in its logo: Audi, DKW, Horch, and Wanderer. These companies formed Auto Union in 1932. Audi became part of Volkswagen in 1965.