Vorsprung durch Technik (German pronunciation: ˈfoːɐ̯ʃpʁʊŋ dʊɐ̯ç ˈtɛçnɪk; roughly "Advancement through technology") is a German language phrase and the main advertising slogan and company ethos for the German car maker Audi. It has been used in Audi advertising campaigns all over the world.
It started to be used in English-language advertising after Sir John Hegarty of the Bartle Bogle Hegarty advertising agency visited the Audi factory in 1982. In the original British television commercials, the phrase was voiced by Geoffrey Palmer.
In the mid-1990s, Audi repositioned itself as the premium brand within the Volkswagen family.
In popular culture:
After its repeated use in advertising campaigns, the phrase found its way into popular culture:
Only Fools and Horses (1986) Series 5, Episode 1: 'From Prussia with Love'. Del Boy quotes the line when trying to comfort a German girl about to give birth.,
U2 song "Zooropa",
Blur song "Parklife" in one of Phil Daniels lines from the song,
The German trance DJ Paul van Dyk titled his 1998 remix album Vorsprung Dyk Technik.,
The punchline for a joke in the movie Lock, Stock, and Two Smoking Barrels (four sprung duck technique),
One of Rowan Atkinson's pseudo-German lines in his performance, "Robert Bennington sings the European Anthem"