Vorsprung Durch Technik
What's the meaning of the phrase 'Vorsprung Durch Technik'?
The German phrase 'vorsprung durch technik' 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 equivalent of 'vorsprung' - 'to leap ahead' comes close.
What's the origin of the phrase 'Vorsprung Durch Technik'?
This phrase has been used as a strapline in adverts for Audi cars since the 1980s, capitalizing on the German reputation for technical expertise.
It wasn't initially coined to refer to an Audi car though. The phrase was first used in an advert for the futuristic NSU Ro 80 model, which was launched in 1967.
It's probably fair that the expression is associated with Audi in most people's minds. NSU was bought by the Volkswagen Group in 1969, who merged NSU with Auto Union, creating the company that eventually became Audi.
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.