Currently reading: Audi's 'Vorsprung' victory
Seven-year "Vorsprung durch Technik" trademark battle is over

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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RobotBoogie 28 January 2010

Re: Audi's 'Vorsprung' victory

And I thought it was "overpriced by Volkswagen".

Lapps 28 January 2010

Re: Audi's 'Vorsprung' victory

I thought it translated as "Understeer by Design!"