8 min

Why is German Manufacturing So Good? The Rest of the Iceberg

    • Society & Culture

For years, Audi advertisements have used the slogan “Vorsprung durch
Technik.” Only a fraction of the millions who have read or heard the words
know what they mean (“Progress through technology,” is the answer). The ad
campaign works because people associate German design and manufacturing
with quality, precision, and technical brilliance. Whether it’s Carl Zeiss
lenses, BMW motorcycles, Bosch dishwashers, or Lamy pens, people buy German
with the expectation of excellence. How did Germany get so good at
manufacturing?

For years, Audi advertisements have used the slogan “Vorsprung durch
Technik.” Only a fraction of the millions who have read or heard the words
know what they mean (“Progress through technology,” is the answer). The ad
campaign works because people associate German design and manufacturing
with quality, precision, and technical brilliance. Whether it’s Carl Zeiss
lenses, BMW motorcycles, Bosch dishwashers, or Lamy pens, people buy German
with the expectation of excellence. How did Germany get so good at
manufacturing?

8 min

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