'Das Auto' translates into simply 'The Car' and will be perceived, in the UK at least, as 'The German Car'

This new brand positioning statement is borne out of a long illustrious history of being at the forefront of Motoring and takes advantage of the enviable reputation of German Engineering and Excellence in the Automotive Industry. It replaces “Aus Liebe zum Automobil” (“For the love of the automobile") which was launched at the 2003 Frankfurt Show. This new tagline translates into roughly the same meaning in many of the world’s major languages and is therefore more likely to last, according to Automotive News.