11 Aug 2021
A Slogan with History: Audi Marks 50 Years of “Vorsprung durch Technik”
The Audi slogan “Vorsprung durch Technik” that has come to define our brand marks its 50th anniversary this year.
In light of this milestone, we trace the origins of Audi’s iconic slogan and reflect on its impact by covering some of Audi’s greatest achievements over the last five decades.
Audi’s slogan, which translates as “progress through technology”, was introduced in January 1971 to reflect the technological diversity of the range of car models that emerged following the merger of two companies – Auto Union GmbH and Neckarsulmer NSU Motorenwerke.
In terms of engine design, Audi’s diverse product range was exciting and cutting-edge for its time, spanning from water-cooled four-cylinder engines of the Audi 60 and 100, to the rotary engine of the NSU Ro 80.
It was only a matter of time before one of Audi’s advertising employees, Han Bauer, realised the potential of aligning the company’s brand identity with its technological prowess and coined the slogan “Vorsprung durch Technik”. Upon its introduction, the slogan gradually made its way into Audi NSU brochures of certain models, but never took centre stage of the Audi brand’s identity until a decade later.
One of the major breakthroughs emerging from the “Vorsprung durch Technik” ethos was the all-wheel drive Audi quattro. Unveiled at the 1980 Geneva Motor Show, it was a technological marvel requiring three years of intensive research and development dedicated to the vision of developing a new type of car that had not existed then.
It was truly “Vorsprung durch Technik” in action and the Audi quattro soon proved its mettle in competitions. Due to its stellar off-road manoeuvrability, the Audi quattro saw unbroken winning streaks in the hill-climbing race at Pike Peaks in the Rocky Mountains throughout the 1980s.
The three Le Mans-winning Audi R8 cars from 2000 to 2002.
Two decades later, Audi achieved the same domineering success in Le Mans by leveraging on revolutionary technologies it pioneered, such as FSI – where fuel is injected directly into the combustion chambers for superior performance, and Ultra – encompassing all Audi’s innovations to reduce emissions and consumption. At the demanding 24 Hours of Le Mans, which is the world’s best known endurance race, Audi was equally unstoppable, chalking up a total of 13 victories and claiming back-to-back trophies year after year. The 2000s was even dubbed the “decade of Audi”. These were achievements that demonstrated that “Vorsprung durch Technik” is more than just a slogan for Audi – it’s also a declaration of the company’s future-oriented approach.
All in all, every Audi accomplishment can be attributed to the progressive spirit of “Vorsprung durch Technik” as Audi never once grew complacent and was always ready to re-invent itself through technology.
Audi is resolutely pushing ahead with its “e-volution”– the Audi A6 e-tron concept
“Vorsprung durch Technik” also spurred Audi to blaze new trails in sustainable driving as drivers become more conscious about their carbon footprint. While many other car manufacturers purchase electric drive technology, Audi develops it largely in-house. As of last year, Audi is the leader in patent applications filed for electric powertrains in Germany.
In keeping with the spirit of “Vorsprung durch Technik”, Audi will continue to achieve great strides in sustainability, determined to become a leader in the e-mobility market. Proof of Audi’s prowess is displayed in the Audi e-tron, a premium electric vehicle that also features a perfect combination of sportiness and progressive luxury. The first-ever fully electric production premium SUV from Audi was also the bestselling new car in Norway in 2020. Audi is also in the midst of a new branding campaign, “Future is an Attitude”, which succinctly encapsulates our future-oriented approach and determination to continuously challenge the frontiers of mobility.
The Audi RS Q e-tron will electrify the Dakar Rally.
When it comes to embracing sustainability, no goal is too bold or ambitious for Audi to undertake. In terms of product development, Audi is turning again to motorsports like it did before with the quattro drivetrain in rallying. Next year, in 2022, Audi will be fielding a futuristic prototype called RS Q e-tron at the gruelling Dakar Rally event where the competencies in terms of electric mobility will be severely tested. Overall, the company is working towards the goal of achieving net-carbon-neutrality at all production sites worldwide by 2025.
On the road ahead, the essence of “Vorsprung durch Technik” will continue to light our way forward as we push the boundaries of performance, design, sustainability and digitalisation, and realise our vision of “Living Progress”.