If you want a sporty one, you'll buy a Seat; if you want a smart one, an Audi. Most likely, though, you'll buy a BMW. So to capitalise on the most valuable remaining asset of the original brand - its national origins - the firm has adopted a German-language slogan for the whole world (except the US). Foreign-language slogans can work, especially for car companies, and VAG, the Volkswagen Audi Group, has used 'Vorsprung durch Technik', its durable Audi tag-line, for years. That was good, uniting two technocratic terms with no direct English equivalents. 'Aus Liebe zum Automobil', devised by DDB and introduced with the dreary new Golf, is leaden and means nothing more interesting than 'For the love of cars'. It has been hailed in Der Spiegel as projecting emotion, 'happy vibes'. But that's not how it comes across in this country; it just sounds, well, German.
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