Brand Story Of AUDI

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August Horch becomes obliged to leave the company he founded in 1898 named Horch & Cie. Motorwagen Werke after disagreements with his partners and establishes a new company. He wants to use the “Horch” brand in his new company, however, he cannot because they had registered it in his old company. Horch means “to listen” in German. Then, he registers the name “Audi”, which is the Latin translation of “Horch”. The four circles in the Audi logo symbolize the unity of motor vehicle manufacturers Audi, DKW, Horch, and Wanderer.

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