Displacement About Audi
Audi AG is a German automobile manufacturer with headquarters in Ingolstadt, Bavaria, and has been an almost wholly owned (99.7%) subsidiary of the Volkswagen Group since 1964. The company evolved from Auto Union, NSU, Horch and DKW, the former having incorporated the historic Audi company which was founded in 1910.
Audi's corporate tagline is "Vorsprung durch Technik", the English translation meaning "Advantage through Technology". This German-language tagline is also used in other European countries, including the UK, and in other markets, such as Latin America, Oceania and parts of Asia including Japan. The American and Canadian tagline is "Truth in Engineering".
Pronunciation: The correct German and Latin form rhymes with "Howdy". (pronounced /ˈaʊdiː/).
History
The origins of Audi
The company traces its origins back to 1899 and August Horch. The first Horch automobile was produced in 1901 in Zwickau. In 1909, Horch was forced out of the company he had founded. He then started a new company in Zwickau and continued using the Horch brand. His former partners sued him for trademark infringement and a German court determined that the Horch brand belonged to his former company. August Horch was forced to refrain from using his own family name in his new car business. Horch immediately called a meeting at the apartment of Franz Fikentscher to come up with a new name for his company. During this meeting Franz's son was quietly studying Latin in a corner of the room. Several times he looked like he was on the verge of saying something but would just swallow his words and continue working, until he finally blurted out, "Father - audiatur et altera pars... wouldn't it be a good idea to call it AUDI instead of HORCH?". "Horch!" in German means "Hark!" or "listen", which is "Audi" in Latin. The idea was enthusiastically accepted by everyone attending the meeting. It is also popularly (but incorrectly) believed that Audi is an acronym which stands for "Auto Union Deutschland Ingolstadt".
