Seven-year "Vorsprung durch Technik" trademark battle is over
27 January 2010

Audi has won a long legal battle to take full control of its "Vorsprung durch Technik" advertising line as a trademark.

The slogan, which loosely translates as "advancement through technology", was coined by advertising guru Sir John Hegarty in 1982.

However, Audi has had to fight a seven-year legal battle to win the rights to extend the slogan's trademark protection to include clothes and games.

Previously Audi's claims had been rejected on the grounds the slogan on the grounds that it "lacked distinctive character".

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4

27 January 2010

[quote Autocar]The slogan was coined by advertising guru Sir John Hegarty in 1982.

[/quote]

no it wasn't. Hans Bauer, Audi NSU's advertising dept., 1971:

'It is the sheer diversity of technical concepts within the Audi NSU portfolio that gets Hans Bauer, an employee in the Audi NSU Advertising Department, thinking about an apt advertising slogan in 1971. The result is so simple and so ingenious: Vorsprung durch Technik!'

http://www.oneighturbo.com/history/audi-the-definition-of-vorsprung-durch-technik-and-where-its-evolution/

'Almost 30 years after advertising doyen Sir John Hegarty spotted the line "Vorsprung durch Technik" at an Audi factory...'

http://www.guardian.co.uk/media/2010/jan/22/audi-vorsprung-durch-technik-trademark

Autocar's legendary spin strikes again. Pathetic.

28 January 2010

I thought it translated as "Understeer by Design!"

28 January 2010

And I thought it was "overpriced by Volkswagen".

17 July 2010

"advancement through technology" - your slogan is too general. other auto companies also have the ability to develop new vehicles and advanced technology. what is your edge to other car companies aside from doing models and parts through tech?
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