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by jameshart 1703 days ago
It’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.

1 comments

It could also be 'Forward through technology'