Audi’s iconic slogan was inspired by a factory tour. In the words of John Hegarty: “I had gone to Ingolstadt and found the factory and I saw a very old faded poster on the wall that someone had left up there,” Hegarty says. “I saw this line ‘Vorsprung durch Technik’. They said that was an old advertising line but ‘we don’t use it any more’. And it stuck in my brain.”