It is one of the most ingenious claims in the automotive world. We are talking about “Vorsprung durch Technik”, better known by us of course as “At the forefront of technology“. The protagonist, as you have understood, is His Majesty Audi who the beauty of 50 years ago – when the idea of hi-tech and substantially avant-garde – did not yet exist.
There was no internet, no computers, no cell phones. We always talked about mechanics rather than technique. But no, Audi managed to shift attention to a concept, that of the brand’s constant propensity for innovation and excellence. They were also celebrated by U2 in 1993 that with “Zooropa” brought back the Audi slogan “Vorsprung durch Technik”, “Advancement through technology” in the song, making it immortal …
But let’s rewind the story: we are 1969, Auto Union GmbH, based in Ingolstadt, and NSU Motorenwerke, based in Neckarsulm, give life to Audi NSU Auto Union AG. The range ranged from the air-cooled engines of the NSU Prinz series with rear-wheel drive to the liquid-cooled four-cylinder power units of the Audi 60 and Audi 100 front-wheel drive, up to the Wankel unit of the futuristic NSU Ro 80. From here, in the 1970, the idea of the brilliant boss Hans Bauer who decided to enhance the breadth of the technological portfolio thinking that it could turn into a competitive advantage over the competition. The Audi NSU Marketing Department thus conceived the claim Vorsprung durch Technik – At the forefront of technology, which has come down to the present day.
Of course, then it was almost a gamble to talk about avant-garde for that small German brand. Those were the times of the extraordinary Lancia, of the Ferraris. Of those Alfa Romeos that made Ferdinand Piech, the Volkswagen Group boss say, “one day I will make Audi the German Alfa Romeo”. But the Germans, you know, have a hard head. And today, we can say that their bet is won.
Many tests, starting with the domination at the 24 Hours of Le Mans in the 2000s. the TFSI engine (turbo with direct petrol injection), now dedicated to almost all the ranges of the four rings, was tested on the track in 2001, adopted by the prototype deployed at the start of the 24 Hours of Le Mans before being destined for production standard. The same goes for TDI technology, which has become increasingly efficient and powerful thanks to the commitment to endurance racing. The lightweight construction, LED taillights, laser technology headlamps and multiple innovations also had to prove they were up to speed on the track before hitting the road. Audi, the first car manufacturer to have won the 24 Hours of Le Mans with a hybrid propulsion model, now focuses mainly on e-tron technology, favoring the transfer of hi-tech solutions in favor of the new zero-emission range.
Then came the 2001 A2 1.2 TDI, the compact sedan that combined an almost entirely aluminum structure with exceptional fuel consumption: only 3 liters of fuel to travel 100 kilometers. And therefore the e-tron of today, the brand’s first full electric car.
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