Audi uses the German slogan “Vorsprung durch Technik.”
The phrase is commonly translated as “Advancement through Technology” or “Progress through Technology.” Audi adopted it in 1971, making it one of the longest-running slogans in the automotive industry. The wording expresses the brand’s emphasis on engineering, innovation and technical development.
The slogan was created for Audi by advertising executive Hans Bauer. It became especially prominent in English-speaking markets, where Audi often retained the German wording rather than translating it. That choice helped give the brand a distinctive international identity.
“Vorsprung” can mean advancement, progress or lead, so translations vary slightly. It is not the slogan of Volkswagen as a whole, even though Audi has been part of the Volkswagen Group since 1966. The phrase is specifically associated with Audi.