Short story
Ingolstadt, Germany -Many people associate Audi's four-ring logo with the Olympic tradition. I, for one, used to believe that it had something to do with the 1936 Games, when Adolf Hitler wanted to show Germany's technological supremacy to the rest of the world. I was wrong.
The origins of Audi go farther back and are much more simple. During a recent trip to Ingolstadt, home of Audi's headquarters and Museum Mobile, Peter Kober, Communications Manager for the Audi Tradition program, explained to a group of journalists how four well-known car brands once united to create the auto giant that is now Audi.
Horch Automobiles
At the end of the 19th century, August Horch was working for Gottlieb Daimler and Karl Benz, founders of Mercedes-Benz. As a technology expert, this engineer innovated by developing various concepts and technologies that were simply ahead of the times. He also strived to get the company involved into auto racing. Back then, cars mainly had two purposes: to serve the rich while giving everyone an opportunity to watch automakers compete against each other in all sorts of races. However, Mr. Benz was not interested. He believed that a car should never go faster than a quick-step walker. As for August Horch, his motto was: "What man can do, cars can do better."
With a few colleagues, he started his own business and began manufacturing his own cars -- always with the belief that races are a great way to forge a reputation. And so he worked relentlessly. At the beginning of the 20th century, Horch was already trying to work with aluminum, even though it meant building his own smelting plant.
Misfortunes... and a blessing
While no one could question the engineering skills of August Horch, his business acumen and management expertise were seriously lacking. Many of his associates conspired to fire him from his own company and prevent him from using the corporate name. Two weeks later, some of them regretted their decision and gave Horsh the cash needed to launch another company.
One night, while Horsh and his loyal partners were having loud discussions about a new name, his son (who was studying Latin) came into the room and shouted: "Stop arguing and just call it Audi." Horch, after all, is German for "listen"... or "Audi" in Latin. Everyone approved.
Ingolstadt, Germany -Many people associate Audi's four-ring logo with the Olympic tradition. I, for one, used to believe that it had something to do with the 1936 Games, when Adolf Hitler wanted to show Germany's technological supremacy to the rest of the world. I was wrong.
The origins of Audi go farther back and are much more simple. During a recent trip to Ingolstadt, home of Audi's headquarters and Museum Mobile, Peter Kober, Communications Manager for the Audi Tradition program, explained to a group of journalists how four well-known car brands once united to create the auto giant that is now Audi.
Horch Automobiles
At the end of the 19th century, August Horch was working for Gottlieb Daimler and Karl Benz, founders of Mercedes-Benz. As a technology expert, this engineer innovated by developing various concepts and technologies that were simply ahead of the times. He also strived to get the company involved into auto racing. Back then, cars mainly had two purposes: to serve the rich while giving everyone an opportunity to watch automakers compete against each other in all sorts of races. However, Mr. Benz was not interested. He believed that a car should never go faster than a quick-step walker. As for August Horch, his motto was: "What man can do, cars can do better."
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| A pre-1910 Horch |
With a few colleagues, he started his own business and began manufacturing his own cars -- always with the belief that races are a great way to forge a reputation. And so he worked relentlessly. At the beginning of the 20th century, Horch was already trying to work with aluminum, even though it meant building his own smelting plant.
Misfortunes... and a blessing
While no one could question the engineering skills of August Horch, his business acumen and management expertise were seriously lacking. Many of his associates conspired to fire him from his own company and prevent him from using the corporate name. Two weeks later, some of them regretted their decision and gave Horsh the cash needed to launch another company.
One night, while Horsh and his loyal partners were having loud discussions about a new name, his son (who was studying Latin) came into the room and shouted: "Stop arguing and just call it Audi." Horch, after all, is German for "listen"... or "Audi" in Latin. Everyone approved.
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| 1914 Audi C Type Alpensieger |