In August 1969, the merger of Auto Union GmbH (Ingolstadt) and NSU Motorenwerke AG (Neckarsulm) gave rise to Audi NSU Auto Union AG. This brought cars such as the NSU Ro80 and the Audi 100 under one roof, and engines based on the reciprocating and rotary piston principle came together. The technical diversity was great, not least thanks to different drive concepts, and the question arose as to how this technical expertise could be communicated in advertising.
Hans Bauer, an employee in the Audi NSU advertising department, had the brilliant idea: "Vorsprung durch Technik". Exactly 50 years ago, on January 16, 1971, this new slogan was communicated in a double-page spread in the magazine "auto motor und sport". And the slogan stuck - from 1984 it was even emblazoned on Europe's largest neon sign.
Incidentally, Audi NSU went one better in the follow-up advertisement. The title was "Car technology instead of car fashion" and underneath it read:
"We are not satisfied with this. We are not resting on our laurels. We have built a new research and development center. To be further ahead when it comes to car technology. We will extend our lead through technology."
P.S. Incidentally, we have corrected the small typos that were printed in AMS in the above passage, as the Audi people were more concerned with technology than marketing back then. That's how beautiful the world was back then ...