VW goes Germanic for first line to run across all models

Volkswagen will introduce a new strapline, "Aus Liebe zum Automobil", this summer in a move that apes the successful "Vorsprung durch Technik" line used by Audi.

The line means "for the love of cars". Volkwagen UK believes the use of German will underline Volkswagen's heritage and create intrigue around the marque.

Audi's "Vorsprung durch Technik" was introduced in 1984 by Bartle Bogle Hegarty. It translates as "keeping ahead through technology".

DDB London will produce the advertising with the new line. It is the first time Volkswagen has used a corporate endline to run across its portfolio of brands. Previously DDB only created straplines for individual models.

The agency developed the "small but tough" positioning for Volkswagen's Polo. The "cops" poster execution for the model, which featured a squad of US policemen taking cover behind a Polo during a siege on a city street, picked up a gold award earlier this year at the Campaign Press Awards.