(Audi uses domestic versions of this slogan, this post discusses my observations in the past.)
When you see an Audi advertisement or visit their website or pass by an Audi dealer, you see one thing that you never understand (unless you know German) “Vorsprung durch Technik”. Even if you don’t know Germany, you may guess that it is related with technology. But you have no idea what really means.
As my German is really limited, I never understood anything from this slogan and never understand why Audi was insisting this slogan for their global marketing strategy. Six billion human beings on this planet know that Audi is made in Germany, that’s clear and there is no point to emphasise this all the time!
I know that Audi is trying to find a place between Mercedes and BMW, but both of these brands have understandable slogan unlike Audi. One of my interpretation is, Audi is willing to be associated with coolness and they used a German slogan to emphasise this. Honestly, this does not sound wrong! Audi is driven by people, who are trying to be cool. By preferring Audi, it is a demonstration of avoiding the Mercedes and BMW, and also the notions associated with these brands.
I don’t want to talk too much on this and here is the English translation of “Vorsprung durch Technik”
“Advancement through Technology”
I know it does not sound that cool when you translate in English. It only says Audi is based on technology. So, I really wonder how Audi can place the ugly under steer characteristic on its vehicles. All Audi cars, especially Quattro (four-wheel) models tend to under steer on corners due to weight on front axle. Based on their slogan, this should not happen and Quattro models should cover ever corner without any under steer! Let be fair, Audi introduced many technologies, nobody can avoid this but most of those technologies are also available in Volkswagen sub-brands! I cannot ignore the fact that, Audi has one of the best looking cars in their product range. This should be emphasised more!
Last note; this slogan emerged this sentence in my mind. Think Locally, Act Globally! Slogan is German, which is local point and it is used in global marketing strategy that is global.
