Ever admiration why the Audi logo is four commutual rings? Of advance you have; you’re a animal (or possibly a hyperintelligent dog). Many of you apperceive the answer: those rings represent the four marques of the Auto Union, the aggregation that we now apperceive as Audi. Those brands were Audi, DKW, Wanderer, and Horch. It now seems that Audi will accompany aback the Horch name, as a exceptional trim akin on the A8.
This will be agnate to how Mercedes-Benz treats their Maybach above brand/now-trim-level name. It’s accessible to assumption that the Volkswagen Group (Audi’s owner) acclaimed Mercedes-Benz’ abortion aggravating to about-face Maybach into its own abstracted brand, so Horch is acceptable aloof activity to abide a high-end trim level, not an absolute marque.
Horch was a acclaimed and admired German cast in the aboriginal 20th century, aggressive agreeably with Mercedes and Benz, alike afore those two companies merged. Founded in 1904, Horch was absolute until 1932, aback the Great Depression affected them and the three added companies to accompany armament as the Auto Union.
It may assume analytical that Audi would accept the Horch name out of the quartet of Auto Union brands to resurrect, since, in English at least, it’s not absolutely a appealing word. It array of sounds like the sounds a cat makes aloof afore it vomits up a hairball. You’d anticipate the evocative name Wanderer ability accomplish for a added acute brand, but the Horch name has some actual absorbing ties to Audi that Wanderer doesn’t.
You see, August Horch not alone founded Horch, but he was additionally the architect of Audi. In 1909, Horch was affected out of his own aggregation with the abutment of the company’s board. Horch was not the array of being to not run a car company, so he founded, in 1910, an all new company, which he alleged Audi Automobilewerke.
The acumen for the name “Audi” is that it’s the Latin adaptation of the German chat “horch,” which agency “listen!” The English chat “hark” is from the aforementioned root.
With that in mind, it’s array of acrid that both companies founded by Horch had to arise aback calm in the Auto Union, and I’m abiding long-dead August Horch would adore some achievement of alive that his name will arise aback on an Audi about absolutely a aeon afterwards he had to arise up with a Latin name for his cars aback he was accurately not accustomed to use his own.
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Audi A20 “Horch” could reboot an old name for a super-luxe sedan .. | audi latin translation
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