Audi’s ‘Vorsprung durch Technik’ victory

Audi has been granted full control of its ‘Vorsprung durch Technik’ slogan, following a seven-year legal battle.

In a landmark ruling by the European Court of Justice, Audi has won the right to extend the slogan’s trademark protection to include clothes and games.

Initial attempts to register the slogan as a trademark were rebuffed on the grounds that it “lacked distinctive character”.

Almost 30 years ago advertising guru Sir John Hegarty spotted the slogan at an Audi factory and thrust it into the global consciousness.

Despite scepticism over using a German slogan that roughly translates as “advancement through technology”, it has become one of the best-known and longest-running straplines in advertising history.

The slogan has now wormed itself into popular culture, featuring in everything from Only Fools in Horses and Guy Ritchie’s Lock, Stock and Two Smoking Barrels to Blur classic Parklife – it’s clearly got something to do with your ‘Vorsprung durch Technik’…

Rhian Angharad Jones