Audi

AUDI AG is the German automobile manufacturer of the Audi brand. The company from Ingolstadt has been part (99,95%) of Volkswagen AG since 1965, while the remaining 0,05% is listed on the Deutsche Börse. Audi is more than just a car brand; it is a symbol of German precision, innovation, and design. The name comes from the surname of the founder, August Horch, and is the Latin translation of “Horch,” which means “to listen.” Founded in 1899 in Zwickau, Audi began as A. Horch & Cie. In 1932, Horch merged with DKW, Wanderer, and Audi to form Auto Union, laying the foundation for the current Audi. The four rings in the logo symbolize these four brands.

Iconic models such as the Audi Quattro (1980), the Audi TT (1998), and the Audi R8 (2006) have strengthened the brand identity. The Quattro introduced four-wheel drive to the road, the TT brought design and engineering together, and the R8 combined supercar performance with everyday usability.

Today, Audi continues to innovate with models such as the RS e-tron GT and the A6 e-tron, which represent the future of electric driving. With the slogan “Vorsprung durch Technik”, Audi continues to strive for progress through technology.

History of Audi

In 1899, August Horch laid the foundation for Audi's history with the start of 'Horch & Cie. Motorwagenwerke'. Ten years later, he founded his second car factory: Audi Automobilwerke in Zwickau. In 1932, the four brands Audi, DKW, Horch, and Wanderer merged to form Auto Union AG, and the logo symbolically consisted of four intertwined rings. Under the motto 'utilizing synergy benefits', the brand developed the following strategy starting in 1933: front-wheel drive from DKW, engines from Wanderer, and bodywork from Horch.

DKW models were regarded as practical, reliable, durable, and they performed well. DKW supplied Auto Union's volume models and played a key role in the growth of the new group. The Horch factories in Zwickau remained true to founder August Horch's objective: to build only powerful, high-quality cars. Consequently, Horch represented the premium segment within Auto Union. After the formation of Auto Union AG, Wanderer was assigned the mid-segment. Over the years, the brand was positioned as progressive and sporty.

The oldest model: the Type A from 1910

A new beginning in Ingolstadt

In the old garrison town of Ingolstadt, where there was initially a warehouse for Auto Union replacement parts, Auto Union GmbH was established in 1949. The new company continued in the fine tradition of the four rings. After the Second World War, Audi (or rather Auto Union) had to reinvent itself. Production moved to Ingolstadt, and in the 60s, Volkswagen acquired a large portion of the shares. This proved to be a masterstroke, as with new models such as the Audi 60 and later the Audi 100, the brand managed to firmly re-establish itself.

The rebirth of Audi

In the new DKW F 102, the manufacturer used a four-stroke engine for the first time since the Second World War. This beginning of a new era was confirmed in 1965 with a new brand name. The rebirth of the German brand, rich in history, was a fact. Four years later, under the direction of Volkswagenwerk AG, a merger took place between Auto Union GmbH and NSU Motorenwerke AG from Neckarsulm. The new company continued as Audi NSU Auto Union AG. The extensive model range of Audi and NSU, with all kinds of engines and powertrains, led in 1971 to a new slogan that has remained ever since: Voorsprong durch Techniek (Advantage through technology).

Audi in racing

Audi's involvement in motorsport is legendary. The Audi Quattro dominated the rally world in the 80s. In the 2000s, the Audi R8 won the 24 Hours of Le Mans multiple times. More recently, Audi has focused on electric motorsport, participating in Formula E and the Dakar Rally.

One of the icons of Audi history: the Quattro