Audi goes Vorsprung at Salzburg
NewsThe carmaker has renewed its sponsorship of the festival to 2027.
Dating back to 1995 it is one of the longest music-motor partnerships in either business.
From the press release:
For 27 years, Audi and the Salzburg Festival have formed an innovative partnership which has frequently produced ground-breaking projects and impulses:
For example, Audi offered a special experience to Salzburg Festival visitors during its centenary: during a tour of Salzburg in an Audi e-tron, a VR headset allowed passengers to experience the Festival’s history as virtual reality.
Since 2020, the Audi fleet at the Festival has included only electric vehicles. This exclusive chauffeur service can be booked throughout the Festival period by private persons and corporate customers alike.
Furthermore, Audi has supported international programme presentations of the Salzburg Festival, especially within the Asian market.
What is “Audi goes Vorsprung” supposed to mean? At least in German it has no meaning whatsoever. Vorsprung is either a term from architecture (e.g., an oriel window) or it can mean that you are ahead in a race to something. Neither applies here.
Thanks for the information. You can now go back to counting the blades of grass in your garden.
Forgive me for being a bit irritated that the headline uses my native tongue in a way that makes no sense I can recognize.
It seems that there is some obsession for the marketing slogan of this company in the English-speaking world. This Wikipedia reference perhaps already says enough:
Richard Witts: Vorsprung durch Technik – Kraftwerk and the British fixation with Germany. In: Sean Albiez, David Pattie (Hrsg.): Kraftwerk – Music non-stop. New York 2011, S. 163–180.
Far be it for me to inform a German speaking person what a German word may mean. Yet, that’s exactly what I’m attempting to do next (what fools these mortals be). My understanding is that ‘vorsprung’ can be just what is says as a compound word: to ‘spring forward’, or – more prosaically – ‘head start’. I thought it also implies ‘projection’ as well.
“Head start” would be okay; that covers what I meant with being ahead in a race. “Projection” – nope. And the headline of this post still does not make sense.
“…especially in the Asian market.” Why how generous of Audi. LOL.
They should ban cars from the city centre all together.
Just take the train and walk to the venue.
We don’t really need cars.
Unless your disabled.
Cars have crept into everybody’s lives through vicious marketing and political lobbying.
E-mobility is the next marketing gag.