“A good slogan sells the product. A great slogan becomes part of the language,” so the old saying goes. That sentiment rings especially true for Audi’s iconic three-word mantra: Vorsprung durch Technik.
First uttered into existence back in 1971, the enduring phrase – meaning ‘progress through technology’ – has evolved to become far more than just a catchy tagline. In essence, it’s a guiding principle that champions technological excellence – and has underpinned more than five decades of next-gen innovation, pulse-raising performance and exquisite design at Audi.
But what does Vorsprung durch Technik mean to those behind the metal? Those at the coalface? Those who make Audi, well, Audi? To find out, Autocar visited the four rings’ headquarters in Ingolstadt, Germany, to pick the brains of some of the brand’s leading designers and engineers.
In this first of four exclusive interviews, we speak with Audi royalty Frank Lamberty – the design extraordinaire behind the Audi R8 and all-electric Audi e-tron GT. Also in the series: aero chief Dr. Moni Islam; lighting expert Christoph Häußinger; and interior designer Ramon Bäurle.
Discover the all-electric Audi e-tron range
Introduce yourself and what you do...
My name is Frank Lamberty and I’m a team leader within the exterior design department at Audi. This means I head a small team of four or five designers who work in competition with other teams to come up with designs for the next generation of Audi cars. It’s a fantastic job.
What’s your personal interpretation of Vorsprung durch Technik?
In my opinion, Vorsprung durch Technik is an attitude. It is a mindset, actually.
More than 60 years ago, Audi [as we know it today] didn’t exist. It was part of Auto Union which was owned by Mercedes-Benz. Then it was bought by Volkswagen in the mid ‘60s who just wanted to use its factories here in Ingolstadt to build the Beetle.
But behind the curtain, a small group of people decided they needed to do something about this, and so they secretly designed a new car. When they showed it to the board, they were so impressed that it was immediately put into production. That car was the Audi 100, and it saved Audi. Not only that, but it was really progressive for the time because it was front-engined and front-wheel drive.