Because I’m an Audi yuppie. Because I was at an Audi dealership and because I loved it when it was mine’s (Pitori pronunciation: Belonged to a guy I was dating. Loosely: I made it my own.)

Vorsprung Durch Technik:

 (German pronunciation: ˈfoːɐ̯ʃpʁʊŋ dʊɐ̯ç ˈtɛçnɪk) roughly “Advancement through technology.”

However “competitive edge” better conveys the sense of Vorsprung in this context is the main strapline and company ethos for the German car maker Audi. It has been used since the 1970s in Audi advertising campaigns all over the world.

In the mid 1990s, Audi repositioned itself as the premium brand within the Volkswagen family. MetaDesign was contracted to expand the brand slogan to express the brand value at the time – human, leading, visionary, and passionate.



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