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Audi

Named after August Horch, whose family name would be "Audi" in Latin.
Filed under:  Companies
 
Comment(s): 18
 
 

Germany, 1909 to date.
Founded by the creator of Horch cars, August Horch, at Zwickau in East Germany, Audi became part of the Auto-Union in 1932, was nationalized in 1945, and became defunct until 1965, when the name "Audi", after Heinrich Fikentscher, the 10-year-old son of Horch's business partner, came up with the brilliant suggestion to translate the name Horch, a German imperative form meaning "Listen!", into Latin - "Audi" was resumed at the "new" Auto-Union works at Ingolstadt in Western Germany.

The Audi of today is one of Germany's leading cars, now part of the great VW Group, following Audi's merger with NSU's car side.


audi new logo 09

New 2009 Audi logo.

The History of the Four Rings. A brief summary.
The Audi emblem of the four rings denotes one of Germany's oldest automobile manufacturers. It symbolizes the merger in 1932 of four previously independent motor vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies are the foundation stones on which the present-day AUDI AG is built.

Horch.
At the end of the 19th century, there were already a number of car manufacturers in Germany. One of them was August Horch & Cie., founded on November 14, 1899 in Cologne. August Horch was one of the pioneer figures of automotive engineering. Before setting up business on his own, he worked for Carl Benz in Mannheim for three years as Head of Automobile Production.

In 1904, August Horch relocated his company to Zwickau and transformed it into a share-issuing company. However, in 1909 August Horch withdrew from the company he had founded, and set up a new enterprise under the name of "Audi".

Audi.
The company established by August Horch in Zwickau on July 16, 1909 could not again take its founder's name for reasons of fair trade. Horch found a new name for the company by translating his name, which means "hark!", "listen!", into Latin. So it was that the second company to have been set up by August Horch commenced operations under the name Audi Automobilwerke GmbH, Zwickau, on April 25, 1910.

Wanderer.
In 1885, the two mechanics Johann Baptist Winklhofer and Richard Adolf Jaenicke opened a repair business for bicycles in Chemnitz. Shortly afterwards they began to make bicycles of their own, since demand at that time was very high. These were sold under the brand name Wanderer, and in 1896 the company itself began to trade as Wanderer Fahrradwerke AG.

Wanderer built its first motorcycle in 1902. The idea of branching out into automobile production was finally put into practice in 1913. A small two-seater by the name of "Puppchen" heralded in Wanderer's tradition of motor car production that was to last several decades.

DKW.
Originally founded under the name Rasmussen & Ernst 1902 in Chemnitz, the company was moved to Zschopau in the Erzgebirge region in 1907. The company initially manufactured and sold exhaust-steam oil separators for steam-raising plant, mudguards and lighting systems for motor vehicles, vulcanization equipment and centrifuges of all kinds.

The company's founder Jorgen Skafte Rasmussen began to experiment with a steam-driven motor vehicle in 1916, registering DKW as a trademark. In 1919 the company, by now renamed Zschopauer Motorenwerke, switched to the manufacture of small two-stroke engines, which from 1922 on served as a springboard for its success in building motorcycles under the brand name DKW. The first small DKW motor car appeared on the market in 1928.

Auto Union AG, Chemnitz.
On June 29, 1932, Audiwerke, Horchwerke and Zschopauer Motorenwerke - DKW merged on the initiative of the State Bank of Saxony to form Auto Union AG. A purchase and leasing agreement was concluded at the same time with Wanderer, for the takeover of its Automobile Division. The new company's head offices were in Chemnitz.

Following the merger, Auto Union AG was the second-largest motor vehicle manufacturer in Germany. The company emblem, with four interlinked rings, symbolized the inseparable unity of the four founder-companies. The brand names Audi, DKW, Horch and Wanderer were retained. Each of the four brands was assigned a specific market segment within the group: DKW assumed responsibility for motorcycles and small cars; Wanderer built midsize cars; Audi manufactured cars in the deluxe midsize class, and Horch produced deluxe top-of-the-range automobiles.

Auto Union GmbH, Ingolstadt.
In 1945, after the end of the Second World War, Auto Union AG was expropriated by the occupying Soviet forces. The company's leading figures consequently moved to Bavaria, where a new company was founded in Ingolstadt in 1949 under the name of Auto Union GmbH, to uphold the motor vehicle tradition of the company with the four-ring emblem. The first vehicles to leave the company's production line after its new start were DKW's successful models with two-stroke engines — motorcycles, cars and delivery vans.

A new Auto Union model appeared on the market in 1965, the company's first post-war vehicle with a four-stroke engine. To emphasize this dawning of a new era, a new product name was likewise needed: the traditional name of Audi was resurrected. A short time later, the last DKWs rolled off the production line in Ingolstadt. From then on, the new models with four-stroke engines were produced under the brand name "Audi". A new era had begun in another sense, too: the Volkswagen Group acquired the Ingolstadt-based company in 1965.

NSU.
NSU was founded in 1873 in Riedlingen, on the Danube, by the two Swabian mechanics Christian Schmidt and Heinrich Stoll. Seven years later they moved the company to Neckarsulm. For its first twenty years, the company manufactured knitting machines.

Neckarsulmer Strickmaschinenfabrik diversified into bicycles in 1886. From then on, the bicycle was to have a decisive influence on the company's fortunes. Motorcycle production commenced at NSU in 1901, and five years later the first motor car was built there. Automobile production activities were halted again in 1929, to allow the company to concentrate on building two-wheelers. It was almost thirty years later, in 1958, that production of cars recommenced in Neckarsulm.

On March 10, 1969, Auto Union GmbH of Ingolstadt merged with NSU Motorenwerke AG, of Neckarsulm. The new company bearing the name Audi NSU Auto Union AG, with its head offices in Neckarsulm, was created retrospectively as of January 1.

1969. Union GmbH and NSU Motorenwerke AG merge.
The two firms Auto Union GmbH and NSU Motorenwerke AG merged in 1969. As a consequence of this, the product portfolio of “Audi NSU Auto Union AG” had expanded to more than ten model ranges encompassing a multitude of technical concepts. Marketing employee Hans Bauer put this technical diversity and finesse in a nutshell by coining an advertising slogan that was as brilliantly simple as it was ingenious: Vorsprung durch Technik!

It is mid-September 1972 and an elaborate marquee construction is being erected on the forecourt of the theatre in Ingolstadt. A short time later, the press premiere of the Audi 80 is due to take place. It is not difficult to see that this marquee is connected to Audi in some way, as emblazoned on the frame in enormous letters reads: AUDI NSU – Vorsprung durch Technik.

A quick flashback: in August 1969, the two firms Auto Union GmbH, Ingolstadt and NSU Motorenwerke AG, Neckarsulm had merged. The two subsidiaries of Volkswagenwerk AG evolved into Audi NSU Auto Union AG, whose creation was backdated to January 1, 1969. Based in Neckarsulm, the new company’s model line-up was an extremely varied one: from the air-cooled engines of the NSU Prinz model line and the water-cooled four-cylinder engines in the Audi 60 and Audi 100 to the fascinating Wankel engine powering the Ro 80. The drive concepts, body constructions and design of the Audi NSU models were equally as diverse: from the front-wheel drive of the Audi models and the NSU Ro 80 to the rear-wheel drive of the NSU Prinz or the TT, and from the lightweight construction of the Audi 100 to the Italian styling of the Audi 100 Coupé S to the futuristic body design of the NSU Ro 80.

It is the sheer diversity of technical concepts within the Audi NSU portfolio that gets Hans Bauer, an employee in the Audi NSU Advertising Department, thinking about an apt advertising slogan in 1971. The result is so simple and so ingenious: Vorsprung durch Technik!

Not long afterwards, the slogan starts to appear on the Audi NSU brochures. Audi 100, Audi 100 Coupé S, Audi 80, Audi 50 and NSU Ro 80 alike – they all now stand for “Vorsprung durch Technik”. Or at least they do until summer 1975. For, as so often happens in the world of advertising, there is always the temptation to attempt to better perfection. Modified versions of the slogan now start to be used in German advertising: “Audi. Ein schönes Stück Technik” (“Audi. A wonderful piece of technology”) and, some time later: “Audi. Gelassen fahren mit perfekter Technik” (“Audi. Serene driving with flawless technology”).

Yet, it proves impossible to better it, with the original slogan being reprised time and time again behind the scenes. In 1980, it finally starts to appear more and more frequently when the Audi quattro is launched. It features in the advertising rather than in the sales documentation. And it is advertising which sends out a very clear signal in May 1984. Europe’s largest neon advertising sign at that time is erected atop a high-rise building directly next to the Ingolstadt North exit of the A9 motorway from Nuremberg to Munich: a reddish-brown Audi oval bearing the slogan “Vorsprung durch Technik”. The lettering tips the scales at seven tonnes, while the trademark weighs four tonnes. 7,500 watts of power are needed to let Audi shine out for all to see at night too and to proclaim exactly where leadership through technology has its roots.

From October 1986 onwards, following the launch of the third generation of the Audi 80 with its fully galvanised body and styling that had been perfected in the wind tunnel, the words “Vorsprung durch Technik” once again make their way into the sales brochures and on-board literature. Ever since, the Audi claim has been an intrinsic element of the corporate identity that is now set in stone – perfection just can’t be bettered.

Audi AG.
The last NSU left the production line in March 1977, and from then on the company manufactured exclusively Audi cars. About this time, the company's bosses began to consider streamlining the company's rather cumbersome name of Audi NSU Auto Union AG. With the objective of giving the company and its products the same name, in 1985 Audi NSU Auto Union AG was renamed simply AUDI AG. To coincide with the change of name, the company's registered headquarters were transferred from Neckarsulm to Ingolstadt.

Together with the two traditional companies Auto Union GmbH and NSU GmbH, Audi Tradition nurtures and presents the deep and diverse history of Audi. The Audi museum mobile at the Ingolstadt plant is open every day of the week from 9 a.m. to 6 p.m.

(text courtesy Audi AG)


audi logo 1

Audi four rings logo.

audi new logo rings 09

New 2009 Audi logo.

audi logo text 1

The four rings of Audi represent the four companies of the Auto-Union consortium of 1932 - DKW, Horch, Wanderer, and Audi. After the war the Audi name - which is Latin for "Hear!" - disappeared, but was revived in 1965, using the four rings as a logo. (Text taken from CAR magazine, July 1999. Written by Martin Buckley.) .

audi truth in enginerring banner

Truth in Engineering" ad campaign.
May 7, 2007.— Audi of America, Inc. today announced a new multimedia advertising campaign, the company's first all-new campaign since 2002. The U.S. campaign will feature print, online and broadcast elements and includes two 0.2-second-long embedded commercials.

The campaign will focus on several Audi models, including the all new TT, A4 sedan, the Audi Q7 SUV and A6 sedan. Though creative execution varies within the campaign, the theme that unites each ad is the company's new U.S. tagline "Truth in Engineering"." It represents the notion that Audi's superior design, history and engineering provide the most authentic, truthful driving experience in the luxury segment.

Today's consumers are principally concerned with honesty, authenticity and substance in the products and brands with which they engage," said Scott Keogh, Chief Marketing Officer, Audi of America. Audi's rich automotive history uniquely positions us to deliver on these requirements. This new campaign's focus on Truth in Engineering is our way of demonstrating that ability to the marketplace."

At the end of 2006, the luxury auto maker hired San Francisco-based Venables Bell & Partners as the new creative agency of record and Denver-based Factory Design Labs as the new interactive agency of record. The two agencies were tasked with developing a new brand campaign that popularizes the Audi name and drives awareness of the expanding product line in the United States. Venables Bell & Partners was responsible for the broadcast and print elements, and Factory Design Labs developed the online elements, including the TT consumer Web site.

The Truth in Engineering campaign will kick off with traditional print, broadcast and on-line components, and it also features a host of non-traditional elements, with more to come this year. The first spots will be two TT "teaser" broadcast TV ads that launch on May 7. These spots will be among the first in the industry to capitalize on widely proliferating DVR technology. When watched live, these ads will appear to have a 0.2 second flash of subliminal imagery embedded, basically a blink of an eye. However, consumers who take the time to rewind and advance the ads frame-by-frame will be rewarded by a full commercial. These executions emphasize the new Audi TT's in dustry-leading S-tronic shift-speed. Starting May 7, consumers also can view and replay these ads on the web at www.TT-Truth.com. The teaser ads will be followed by a full 30-second TT launch ad the following week.

"Audi customers are among the most highly-educated and technologically adept in the world", said Keogh. The campaign targets the types of consumers that choose to interact with specific media. From a newspaper at the breakfast table to the opportunities provided by DVR technology and the power of the online community, this campaign will bring the globally-accepted idea of Audi as the premium automotive luxury brand directly to the forefront of popular American consciousness."

The new campaign comes on the heels of record growth for Audi of America in 2006 and the first quarter of 2007. Under the leadership of Executive Vice President Johan de Nysschen, and with exceptional sales of the A4 sedan and positive response to the new Audi Q7, the company posted an 8.5-percent increase in year-over-year sales in 2006. The company's 2007 sales are up 15.2 percent through April. By 2011, the luxury automaker will invest $15 billion to expand its product portfolio. The advertising campaign is the next step in Audi's emergence as a leading force in the American luxury automotive market.

"For the discerning luxury consumer, we believe that our product line is among the best in the world, and the exceptional American response to everything from the A4 to the R8 has proven that", said de Nysschen. "The new Audi brand campaign is our commitment to giving our extraordinary product offerings a voice of equal stature". (source: Audi of America).

audi tv logo

Audi tv Goes on the Air.
Audi has started its own internet TV channel. With immediate effect, Audi tv is on the air in English and German at www.audi.com/tv and www.audi.de/tv. But the carmaker from Ingolstadt, Germany, goes far beyond what other brand channels have broadcast to date. "Audi tv provides viewers with exciting, original programming that offers new levels of access to the multi-faceted world of the brand with the four rings," commented Ralph Weyler, AUDI AG Board Member for Marketing and Sales.

Viewers are offered a wide range of exciting and informative reports from the fields of culture, sport, lifestyle and technology. Audi has produced its own magazine programmes in HDTV quality and in 16:9 format. The hosts present these shows 24 hours a day, seven days a week. Besides regular broadcasting times for the individual programmes on the "Live" channel, viewers can also call up reports about specific issues at will on four "on demand" channels. "We regard Audi tv as an innovative communications channel that operates like a TV channel but which also reflects the merging of traditional TV broadcasting with the internet," explains Hans-Christian Schwingen, Head of Marketing Communication at Audi.

"This mix of unconventionally-produced brand, technology and lifestyle topics makes our schedule very attractive. The range of topics we cover is broad enough to ensure that every viewer will find something to enjoy in the world of Audi," explains Liane Scheinert, Head of Audi tv.

Here are just a few examples of Audi tv programming: a stroll around the Bode Museum in Berlin, impressions from the catwalk during a fashion show by the star designer Michael Michalsky, kite surfing in Namibia, a flying visit to a perfumer in Grasse or the Audi "nose team" in Ingolstadt, portraits of an Audi DTM racing car driver, or the duel between an airboat and an Audi S4 Cabriolet in Florida's Everglades.

The channel is managed by a small team at Audi in Ingolstadt, with the support of editors from different divisions of the company, for example Marketing, Communications, International Sales, Design and Technical Development. The programmes are created by Ziggy Film Mediahouse in Munich. They are responsible for programme compilation, production management, project management, art direction and programming. Technical operation of the station is the responsibility of GRID TV AG in Munich.

Audi tv also benefits from the brand's existing TV experience. In 2005, Audi successfully launched the "Audi Channel", a digital TV channel broadcast to some 7.6 million households in the United Kingdom. (Source: Audi AG).

audi logo lined text 1

1995 Audi four-rings logo with logotype.

audi logo lined text 2

1995 Audi four-rings logo with logotype in black and white.

audi logotype bw 1

Audi logotype.

audi oval logo black

1978 Audi "black oval" logo.

audi oval logo red

1978 Audi "red oval" logo.

audi oval logo red in box

Audi red oval logo with four rings in a box.

auto union logo 32

1932 Auto Union logo.

audi logo 09

1909 Audi logo.

audi type 1914

1914 Audi logotype.

AUDI MERCHANDISE
audi bike

Audi bikes. Active people set their sights high. It is therefore only logical that quattro GmbH should likewise provide exclusive forms of mobility on two wheels: mountain bikes for riders who are experienced in heading off the beaten track, and trekking bikes and city bikes for leisure riders.

These bikes reflect the same expertise that is behind the vehicles produced by AUDI AG: sporty design, innovative technology and top quality standards for materials and manufacturing.

The stars in the Audi bike range are the mountain bikes Audi Cross Pro and Audi Cross.

Audi Design was responsible for designing these bikes. quattro GmbH worked together with the Audi Aluminium Centre in Neckarsulm and the well-known manufacturer Bergwerk on their development and realisation. The frame and seat tower, for example, are innovative in-house developments. The partner company Centurion Renner KG is responsible for their production, their expert servicing and their marketing through specialist dealers.

Both bikes incorporate "full-suspension technology". This means that both the front and rear wheels have springs and dampers, for excellent suspension comfort. While the damping is performed by a hydraulic component, an air spring system is used for the suspension. In technical terms, the system is a parallel to the revolutionary running gear of the allroad quattro; it improves adjustability compared with a steel spring, and reduces the weight by around 500 grams.

The hydraulic front and rear damping is also adjustable. Damping response can be adjusted at a separate valve, from sensitive to sporty/stiff, and thus adapted to individual needs. The ACROS suspension fork used on the "Cross Pro" was developed specially for Audi. As a special feature its spring travel can be adjusted from 80 to 100 mm.

The "Cross" and "Cross pro" mountain bikes have hydraulic disc brakes with perforated discs. These provide excellent braking power with only slight pressure required at the brake levers, and ensure outstanding braking performance in wet conditions. The drive and shifting components for both wheels are from the top series of the Japanese manufacturer and market leader Shimano. Weighing just 11.6 kilograms, the "Cross pro" can be fitted optionally with wheels made from Formula 1 grade carbon fibre.

A new service available from quattro GmbH demonstrates the sheer scope of Audi bikes for leisure use. "Audi Bike Tours" are an appealing way of testing out Audi bikes on a variety of different terrains - from exacting off-road conditions around Lake Garda to more relaxed touring along the Altmuhl Valley. (source Audiworld).

AUDI ADS
audi unfiltered truth ad 1

Audi "Unfiltered Truth" ad.

audi half truth ad

Audi "1/2 Truth vs Full Truth" ad.

auto union audi 100 ls 70

1970 Auto Union Audi 100LS ad.

AUDI BROCHURES
audi 100 76

1976 Audi 100 brochure cover.

AUDI POSTERS
auto union poster 2

The four-ring trademark comprised the four original marques of Audi, Horch, Wanderer and DKW, car and motorcycle manufacturers originally all based in Saxony. In 1932, the four merged to form Auto Union AG and became the second-largest motor vehicle company of its day. Auto Union enjoyed rapid expansion between 1933 and 1939 and its consolidated sales of motorcycles and motor cars rose from 65 to 276 million Reich marks. Annual production of motorcycles soared from 12,000 to 59,000 and car production from 17,000 units to more than 67,000 per year. This extremely rare showroom poster would have been displayed circa 1935 and features a range of wonderful cabriolets and limousines. (source: available at Art Of Motoring).

audi 06 lineup banner

2006 Audi line-up dealer wall banner.

AUDI MISC
audi new car wrap 3 07

Audi "new-car wrap" for 2007 the A6 model. (submitted by Joaquin Massana).

audi new car wrap 2 07

Audi "new-car wrap" for 2007 models. (submitted by Joaquin Massana).

audi new car wrap 1 07

Audi "new-car wrap" for 2007 models. (submitted by Joaquin Massana).

Carlos's comments

As a matter of record, and based on my experience with Audi, this is clearly my favorite car manufacturer overall. For a car company that was very close to going out of business just over 20 years ago, this is now a company that is leading the world in fit & finish (especially in the interiors) and intelligent and understated sophistication thru-out their entire product range. Even entries into segments not normally attributed to Audi (like supercars) they have shown with the R8 that they are very serious about becoming the number one german car maker in the USA. Great job.

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COMMENTS
NIKHIL3280 days ago

im a gr8 fan of audi
and my dream is to own AUDI car(s)...
i simply love AUDI

alex2966 days ago

hello friends I was visiting the last day of AUDI Q5 Experience in Puerto Madero
excellent cars in sight
and here some of the photos from that day
But in these 100 years of AUDI

if you whant can use this photos to upload in your oficial webs or put in wallpaper I have in original size
put in your audi history photos
here my oficial site of photos of my car

www.flickr.com/photos/autounion1965

Auto Union visita en AUDI Q5 Experience Puerto Madero por ti.

Paul Du Preez2873 days ago

I am looking for a digital version of the fold out insert at the front of the "Vorsprung" book, which has all the Audi cars dating back to the very first Horch. Does anyone know where I could find that.

Miguel Perez Photo2421 days ago

I am very pleased with the journalistic and thorough report you get every time you read this blog. Very well crafted and furnished, nice photography.
www.miguelperezphoto.com

saurav2411 days ago

it is my

Shlomi2124 days ago

The Audi is a leading car company. All Audi car are dreamable car, and its logo is very nice.

Odszkodowanie2080 days ago

I have Audi A6 - the best car in the world :)

Thea1775 days ago

Thank you for the post. I will definitely return.

john1752 days ago

I'm truly enjoying the design and layout of your blog. It's a very easy on the eyes which makes it much more enjoyable for me to come here and visit more often. Did you hire out a designer to create your theme? Excellent work!

Mavis1749 days ago

I couldn’t resist commenting. Exceptionally well written!

tercüme1717 days ago

Great cars.

Ava1640 days ago

Awesome blog! Is your theme custom made or did you download it from somewhere? Please let me know where you got your design. Bless you

Kelli1316 days ago

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