The story of Audi

The story of Audi began in 1899 August Horch founded Horch & Cie. in Cologne. It was there that he helped build his first car. After differences of opinion with the board, August Horch left the company and formed a second car company. Because his surname was already in use and was protected by trademark, he chose its Latin translation for the new company. So "horch!" – or "hark" – became "audi!". It was a brilliant idea that came from the son of one of August Horch's business partners.

Thanks to his victorious involvement in the Austrian Alpine Runs, August Horch succeeded in making Audi internationally known in just a few years. After the First World War, August Horch withdrew from the company and moved to Berlin to work as an independent automotive expert.

It's one of the most multi-faceted stories ever told in the history of the automobile. The Audi emblem with its four rings identifies one of Germany’s oldest-established automobile manufacturers. It symbolizes the amalgamation in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies form the roots of what is today AUDI AG.

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