You could also go for "For the love of the car," as some kind of Platonic, idealised representation of the physical objects that they produce. Yes, even the Lupo I guess.
Even less comprehensible than ?Vorsprung durch Technik? was the ?Fahrvergnügung? slogan they used in their dark days in the USA in the late 80s/early 90s, when VWs were simply slow, expensive 4-cylinder econoboxes as the Americans saw them. Then they added a pretentious and largely incomprehensible slogan that was almost meaningless if you did comprehend it.
Even now, in certain sections of the USA the image of VW is on a par with Kia or Hyundai. The Beetle was a cheap, successful small car and in the US even cars like the Touareg are still overshadowed by it.
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Edit - that should be Farhvergnügen. It means "Driving pleasure," should you happen to speak German. If you're a typical American, however, it means Fahrwhattheforeignrubbish I'm gonna buy a Chevy Cavalier instead.
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I've never known - what does Vorsprung durch Technik mean??
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Forward leap through technology.
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Thank you. Doesn't quite trip off the tongue as well in English, does it?
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Roughly translated it means "get your towel off my sunbed"
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They tried to mean
lead by technology
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