lead by technology
Vorsprung durch Technik is the Audi AG advertising slogan . The slogan was introduced in January 1971 with a three-part series of double-sided advertisements by Audi NSU Auto Union AG. Since April 2001, the advertising slogan “Vorsprung durch Technik” has been protected by a European trademark as a word mark.
Through its presence in advertising and marketing, this slogan found its way into British, Irish and American contemporary culture, for example in the song Zooropa by U2 or in the song Parklife by the British band Blur . In the Kraftwerk biography Music non-stop , the slogan is used as the headline for an essay on the British fascination with Krautrock .
In British radio advertising for Audi, “Vorsprung durch Technik” ends every single player. However, the slogan was not taken from German-language radio advertising, but was newly recorded with an English-speaking speaker. The result is then more of a “head start for Tecknick”.
The DJ Paul van Dyk used a modified title for one of his albums: Vorsprung Dyk Technik .
Individual evidence
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↑ Audi AG: The Wheel of Time. 2000, p. 222;
auto motor and sport. 1/1971, pp. 6-7. - ↑ Information on the Union trademark number 000621086 for Vorsprung durch Technik in the register of the German Patent and Trademark Office (DPMA)
- ↑ Lyrics by Zooropa on u2.com
- ↑ Parklife lyrics on songmeanings.com
- ^ Richard Witts: Vorsprung durch Technik - Kraftwerk and the British fixation with Germany. In: Sean Albiez, David Pattie (eds.): Kraftwerk - Music non-stop. New York 2011, pp. 163-180.