August Horch

Let’s go back to the very beginning. In 1899, August Horch founded his first car company – A. Horch & Cie – in Cologne. In 1909, he registered a new one in Zwickau. One year later, it was entered under the trade name Audiwerke AG. That marked the beginning of the modern name of the brand.

But where did the idea for the name come from? After a disagreement with the financial director of the company he founded in 1904 – August Horch & Cie. Motorwagenwerke AG – Horch left and created August Horch Automobilwerke GmbH. However, his former partners challenged his right to use the name “Horch” in court.

So, August gathered his closest business partners – Paul and Franz Fikentscher – to come up with a new name. While they were discussing ideas, Franz’s son was quietly studying Latin nearby. A few times he looked like he wanted to say something, but stayed silent. In the end, he gave his father and the others a brilliant idea – to use the Latin imperative of “to listen” (Audi), instead of the German “Horch.” Everyone at the meeting agreed.

And so, in 1909, the automotive pioneer and legendary engineer August Horch laid the foundation of Audi.