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Audi came into being when its founder, August Horch, lost the copyright of his namesake to a previous company. A business partner’s son suggested he translate his second name to Latin and use that instead. With Horch meaning ‘listen,’ and listen in German being ‘Audi,’ Horch’s company was founded in 1910 as Audi Automobilwerke GmbH Zwickau. Following the successful release of a few select models, Horch left Automobilwerke in 1920 for a position in the ministry of transport – he did however stay on Audi’s board of trustees.In 1932, Audi merged with 3 other automobile manufacturers to form Auto Union, and the idea for the incarnation of the iconic badge. Due to the pressures of war and economic difficulty, the Audi brand within Auto Union ceased to manufacture for the next few decades. In 1965, Audi was resurrected following a buyout by Daimler-Benz, and later Volkswagen, who claimed a 50% share in the company. Following covert development of a new Audi against Volkswagen’s wishes (who wanted to cease the brand), the Audi 100 was approved and became hugely successful, marking the start of Audi’s ascension as a market leader for luxury cars.
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