| German sport luxury brand Audi has played a strong | | | | Continuous growth throughout the 1950s highlighted by |
| role in helping to shape consumer tastes and influence | | | | Daimler's acquisition of the company in 1958 fueled |
| the entire European touring market. For nearly 100 | | | | further expansion. In 1964, the Volkswagen group |
| years, the Audi brand has been synonymous with | | | | purchased Audi from Daimler and to this day Audi |
| producing high quality, reliable, and well engineered | | | | remains a significant part of the Volkswagen |
| vehicles. An odd start almost scuttled the company's | | | | establishment. |
| plans, yet today Audi has risen above adversity and is | | | | By the late 1960s, Audi began what many consider to |
| producing cars that are world renowned in quality and | | | | be its historic run to the top of automotive excellence. |
| engineering. | | | | New models were developed several of which were |
| August Horch founded Horch Automotive in Cologne, | | | | also marketed as Volkswagen models for that era. In |
| Germany in 1899, and began manufacturing cars in | | | | 1980, Audi shook the automotive world to its |
| 1901 which featured a horizontal engine producing | | | | foundation when it released its Quattro sports car, a |
| upwards of 5 horsepower. Demand for these models | | | | vehicle with full time all wheel drive and a turbocharged |
| propelled Horch to expand production and move to a | | | | engine. Instantly, the Quattro propelled the Audi name |
| larger manufacturing facility where a newer, more | | | | to the top of the race car world when the vehicle |
| powerful model cranking out a then-amazing 10 | | | | began to win race upon race. Undeniably, the Quattro |
| horsepower was released. | | | | was such a runaway hit that the model was banned |
| By 1910, Horch himself was booted out of the | | | | from some races for having an "unfair" technological |
| company that sported his name so he set up shop | | | | advantage. |
| elsewhere and began to sell cars under the Audi | | | | Throughout the 1980s and the 1990s, Audi began to |
| moniker. Originally, Horch tried to use his family name, | | | | produce additional models including its first premium |
| but German courts ruled against him thus the Audi | | | | model, the Audi V8 in 1988. Sporting a 3.6L 32-valve |
| name was selected instead. In German, Horch means | | | | V8 engine, the Audi V8 featured full time all wheel |
| "hark" and the word "audi" is the Latin translation of | | | | drive and a four speed electronically controlled |
| horch/hark. So, although he could legally no longer use | | | | automatic transmission. This particular model was a |
| his family name, the Latinized version of the same | | | | huge departure from earlier Audis and set the brand |
| won out. Guess which name is known today? | | | | on a collision course with Mercedes and BMW, |
| In between a pair of devastating world wars, the | | | | Germany's two other luxury brands in a bid for |
| modern Audi company began to take shape. Indeed, | | | | automotive supremacy. |
| the "four rings" logo of the company represents the | | | | Today, Audi continues to expand and compete against |
| union of four distinct German automotive | | | | all of the top luxury brands in the world. New |
| manufacturers under the auspices of Audi. Yes, you | | | | technology including its Audi Space Frame all-aluminum |
| guessed it: the Horch company that originally booted | | | | body - known for its rigidity and improved |
| Mr. Horch was absorbed by Audi and makes up one | | | | crashworthiness - are among the highlights of a brand |
| of the four rings. August Horch lived to see that big | | | | that doesn't settle for second best. From sedans to |
| day, but he also witnessed the dismantling of the | | | | sport coupes to an all new SUV, Audi has a model |
| company following the end of the second world war. | | | | that competes against the likes of Lexus, Mercedes, |
| Reparations was the rallying cry when World War II | | | | Cadillac, Infiniti, and BMW its chief competitors. |
| ended, thus the Soviet Union who was occupying the | | | | That "hark" sound you hear is both the name of a |
| eastern portion of Germany during the postwar era, | | | | company and the attention the brand deserves in a |
| appropriated the company, took all of its assets, and | | | | sea of capable premium models produced by |
| by August 1948 the company no longer existed. One | | | | Germany's esteemed Volkswagen Group. Yes, Audi |
| year later thanks to state loans and Marshall plan | | | | has weathered several storms and the company |
| assistance, a resurrected Audi was back on the | | | | appears poised to continue its thrust forward thanks to |
| scene producing a delivery van and a motorcycle. | | | | its many innovations and continued high quality. |