If there is any phrase in German that non-native speakers like to roll off the tongue with panache, it's probably Vorsprung durch Technik.
The advertising slogan, which means 'advancement through technology', was hatched in 1971 after the merger of Volkswagen, Auto Union and Neckarsulm-based NSU two years previously.
Now, it's used by Audi worldwide in its ad campaigns and is a mission statement about the brand's approach to innovation and technology. Marketing employee Hans Bauer's slogan was also a synonym for the great diversity of technical concepts within the company.
The appointment of Ferdinand Piech in 1974, initially as head of technical development, saw Audi transformed into a highly innovative car manufacturer. This period also witnessed the gradual rise of Audi's brand positioning. The five-cylinder engine (1976), turbocharger technology (1979) and quattro four-wheel drive (1980) are testimony to the success of Vorsprung durch Technik.
The phrase fell in and out of favour with the world of advertising copywriting. But, from October 1986 onwards, following the launch of the third generation of the Audi 80 with its fully galvanised body and styling that had been wind tunnel perfected, Vorsprung durch Technik was once again back in the sales brochures.
The mission statement is also being put to good use as nations strive to reduce greenhouse gas emissions. This year, the Audi Q7 3.0 saw the TDI (turbocharged direct injection) developed into an ultra-low emission system which reduces nitrogen oxide by as much as 90 per cent. This complies with the world's toughest emission standard, California's ULEV II BIN 5, and it undercuts the limit values of the Euro 6 standard that will not come into force until 2014. By 2012 the fuel consumption of the Audi model range should improve by 20 per cent.