Germanys car industry is losing its famous Vorsprung and it cant all be blamed on Trump and tariffs | Konstantin Richter

About 50 years ago, a man named Hans Bauer who worked in marketing for a German carmaker came up with the slogan Vorsprung durch Technik or “advantage through technology”. Poetry it wasn’t. The slogan seemed a little clumsy and too heavy on consonants, sounding harsh even to German ears. But it stuck because it captured something that rang true. The Germans had an edge in manufacturing cars and other machines. The company that employed Bauer was Audi, which has used the slogan ever since. For a long time, there seemed to be no need for adjustment. True, whenever the Germans

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