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The meaning and origin of the expression: Vorsprung Durch Technik

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Vorsprung Durch Technik


Vorsprung Durch TechnikThis German phrase is usually translated into English as 'progress through technology'. A literal translation would be 'advancement through technology'. There's no single English word which is an exact English equivalent of 'vorsprung'; 'to leap ahead' comes close.


This phrase has been used as a strapline in adverts for Audi cars since the 1980s, capitalizing on the German reputation for technical expertise.

Of course, Audi is part of the VW group of companies and all their good work in establishing a reputation for technical quality was undone by the 2015 emissions scandal.