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My late father who was German used to say it meant progress through technology.
by mrlonglong 5y ago
My late father who was German used to say it meant progress through technology.
- jameshart 5y agoIt’s a commonly offered translation but there’s a sense in which it doesn’t capture the same nuance. If Audi wanted to say ‘progress through technology’, why isn’t the slogan ‘Bewegung durch Technik’? Bewegung very much has the sense of ‘progress’, but also has a double sense of ‘movement’, both in the sense of physical movement as well as a social movement. All of which are strong connotations the English word ‘progress’ captures. And would be a good slogan for a car company, too. But that isn’t the word they chose, so progress is a slightly unsatisfactory translation.
- mrlonglong 5y agoIt could also be 'Forward through technology'