Audi

audi
History

A brief history about audi: Shower gels and beauty brands have a way of grabbing attention with sensory-driven names and luxurious packaging. From silky cashmere creams to soothing balms, they promise a world of relaxation and indulgence. But what if beauty wasn’t about soft textures and fragrances? What if it was built from steel, precision engineering, and raw power?

That’s exactly where automobiles come in. And what better way to engage the senses than the deep growl of a high-performance engine? Audi, a name that literally means “listen” in Latin, embodies this connection between sound and speed. The brand was born out of passion, resilience, and a little stroke of linguistic genius after its founder, August Horch, was forced out of his own company in 1909.

Horch had been building cars since 1899, but legal issues forced him to start over under a new name. During a brainstorming session at his friend Franz Fikentscher’s apartment, Franz’s son—who was studying Latin—suggested “Audi” as a direct translation of “Horch” (which means “listen” in Old German). The name stuck, and history was made.

Audi hit the German market with powerful engines, starting with 2.6-liter models and quickly advancing to 4.7-liter and 5.7-liter beasts. Horch, having built a solid foundation, stepped away from the company in 1920. By 1928, Audi had been acquired by Jørgen Rasmussen, the owner of rival company DKW.

In 1932, a major merger took place, bringing together Audi, DKW, Horch, and Wanderer to form Auto Union. This is when the iconic four-ring logo was born—a symbol of unity and innovation. The company prioritized technological advancements, even producing an armored car for the German Army during World War II.

However, progress was soon disrupted. Heavy bombings slowed production, and by the end of the war, Audi found itself in the Soviet-occupied zone of Zwickau, which later became part of East Germany. Auto Union was forced to relocate to Ingolstadt, Bavaria, where it had to start from scratch.

Rebuilding wasn’t easy, but the factory in Ingolstadt gradually attracted former workers and resumed production of two-stroke engines. By 1958, Daimler-Benz had acquired 87% of Auto Union, but it didn’t hold onto it for long—Volkswagen took over in 1964, setting the stage for Audi’s comeback.

Volkswagen quickly phased out the outdated two-stroke engines in favor of modern four-stroke designs. At the time, DKW was the leading brand under Auto Union, but it failed to capture the market. In response, Volkswagen decided to revive Audi. The first rebranded Audi models—like the 60, 75, and 80—laid the foundation for the brand’s resurgence.

In 1970, Audi merged with NSU, a Stuttgart-based car manufacturer, strengthening its position in the market. However, its expansion into North America hit a rough patch when a controversial report accused Audi vehicles of “unintended acceleration.” The issue stemmed from the close positioning of the brake and accelerator pedals, but the damage was done—sales plummeted. It wasn’t until the release of the Audi A4 in 1996 that the brand fully recovered.

Beyond luxury and performance, Audi has also dominated the racing world, setting multiple world records, including one for Top Speed Endurance. Today, Audi is a global powerhouse, consistently pushing the boundaries of innovation. With strong sales and an expanding market, the company is set to produce over a million units by the end of this year.