The German “horch” means “hark” or “listen” in English. In Latin, it translates to audi, which comes from “audire”, or “to listen”.
How A. Horch & Cie. Became Audi
The German engineer August Horch founded A. Horch & Cie. In 1899, in Ehrenfeld, a city district in the City of Cologne. Later, in 1902, the company was relocated to Reichenbach im Vogtland, a town in the Vogtlandkreis district of Saxony.
In 1904, Horch founded the joint-stock company August Horch & Cie. Motorwagenwerke AG, in Zwickau.
Before long, however, Horch got into a disagreement with the board. This forced him to move out and establish his second company, August Horch Automobilwerke GmbH. His former company filed a lawsuit against Horch using his name for his new car company, and they won.
Horch had no choice but to come up with a new name for his company. While brainstorming with a couple of business friends, the son of one of his friends – who was studying Latin in the same room – suggested translating the name Horch to Audi, the closest Latin equivalent. And so Audi Automobilwerke GmbH Zwickau was born in on April 25, 1910.
The four rings
Dampf-Kraft-Wagen, under owner Jorgen Rasmussen, was able to acquire Audiwerke AG majority shares in 1928. Rasmussen also bought Rickenbacker, a closed down American auto company.
Audi eventually merged with Horch, Wanderer, and DKW. The company became known as Auto Union AG, Chemnitz. The four interlinked rings we know today as the Auto Union used the Audi logo as the new badge for its racing cars. Each ring represents one of the four companies.
A long, complicated, post-war history saw the Audi name being erased from the car lineups for a long period, during which the company changed hands from Daimler-Benz to Volkswagen, which introduced Audi to the United States. After a series of successes and failures, Audi finally came to be known as one of the most reliable German brands since the beginning of the 2000s.
A brand with such a long and glorious history is not exactly something you take for granted. With a couple of the biggest competitors in the automotive industry, Audi holds its own.
Your Audi came to you by way of such a glorious past and an extremely positive outlook to the future. A complicated and historic car deserves nothing more than special treatment and care. So bring your car to a certified Audi service Layton company like Shadetree Automotive to make sure you can avoid worrying about its care.
After all, that much history should certainly count for something, such as respect for every Audi’s craftsmanship, reliability, and style.