Audi is the German car brand that uses the slogan “Vorsprung durch Technik.” The phrase is commonly translated as “Progress through Technology” and became one of the most recognizable advertising lines in the automotive industry.
Audi first used the slogan in 1971, initially in advertising connected with the Audi 100 and the NSU Ro 80. At the time, Audi was part of the Audi NSU Auto Union organization, and the wording helped present the brand as technically advanced and forward-looking. Its emphasis on engineering fit Audi's later reputation for innovations such as quattro all-wheel drive and lightweight construction.
The slogan became particularly famous in English-speaking markets after British advertising campaigns in the 1980s. It was retained in many countries, although Audi has used different taglines in some markets, including “Truth in Engineering” in the United States. That variation can cause confusion, but the German phrase remains specifically associated with Audi rather than Porsche, Mercedes-Benz, or BMW.