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Audi Aims for the Moon in Its End of the Year Commercial

Audi marks the passage into the next year with the launch of its new A4 model and a new commercial that speaks about progress and intensity.
Audi end of the year commercial 1 photo
Photo: Screenshot from YouTube
This progress thing didn’t come out of the blue for Audi. If you never had the curiosity to enter the company’s tag line - “Vorsprung durch Technik” - into Google Translate, then you might not know it stands for “Progress through Technology.

This slogan alone shows how German the company is, and it also explains why Audi doesn’t seem to care that much about exterior design. Truth be told, though, this new A4 looks rather interesting with its larger grille, LED headlights and harsh creases.

But Audi’s claims of progress have been tainted a little lately by the ripples from the Dieselgate scandal, making people think that “progress” by any means isn’t a very commendable philosophy, and that “Gewinn durch irgendwelche Mittel” might just be a much more suitable tagline. Just Google Translate it.

Still, Audi can’t afford to hide its head in shame - after all, that’s what guilty people (and companies) do - and wait for the storm to pass, so it’s making the most of what must have been a tough year for the company while mostly looking towards the future. A little too far into the future.

Half-way through the video, we get a sample of why Germans aren’t famous for their sense of humor, but more so for their lack of it. In an attempt to emphasize the level of progress reached by the company, they skip a year and wish us a happy 2017. To which we say “thank you, have a great 2134 yourself, Audi!

Then the focus switches to what lies ahead for Audi in the next year - the real one. As you might remember, Audi is actively supporting the German team taking part in Google’s Lunar XPRIZE, a contest meant to help develop low-cost robotic space exploration. Audi is helping the Part-Time Scientists team in developing its rover with know-how on quattro all-wheel-drive transmission, lightweight materials, electric propulsion, as well as autonomous navigation.

In the end, Audi’s calendar is fixed, and we get the right wishing, even though instead of “happy,” our 2016 is projected as “intense.” Well, if they have another scandal like the one in 2015 up their sleeves, then it might very well be.

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About the author: Vlad Mitrache
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"Boy meets car, boy loves car, boy gets journalism degree and starts job writing and editing at a car magazine" - 5/5. (Vlad Mitrache if he was a movie)
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