VORSPRUNG DURCH TECHNIK IS BACK! FUTURE AUDIS TO HAVE HI-TECH ETHOS AT THEIR CORE

PHIL McNAMARA

THERE’S a revolution going on at Audi. “The fundamental transformation of this company has started,” said CEO Gernot Döllner at the company’s annual media conference. Breaking from German tradition, Audi has a new French R&D boss with a background in software, a new Italian design chief and a mission to refresh the product portfolio in two years. But there’s one historic pillar on which the revolutionaries are doubling down – Audi’s Vorsprung Durch Technik ethos. It translates as ‘progress through technology’, and car fans of a certain age will remember it as an marketing slogan popularised by British advertising guru Sir John Hegarty. Its high point – literally – came when rally driver Harald Demuth drove an Audi 100 CS up the Kaipola ski jump in Finland to demonstrate the…

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