Stories and Logo Series: Audi

August 22,2017

Every car brand has a heritage of its own. Some manufacturers have been around for more than a hundred years, and some started in a totally different sector. Even the logos of these brands open doors to fascinating stories. No matter what car you are driving, it’s always good to know the story behind a machine in which you spend two hours or more on a daily basis.


Today’s article will focus on the German auto giant Audi, the brand specializes in luxury vehicles and is part of the Volkswagen group. But you already know that if you’ve ever paid any remote attention to the automotive landscape during your life.


However, did you know that the company name is based on the Latin translation of the surname of the founder, August Horch? "Horch" stands for “listen" in German, and becomes "Audi" in Latin.


What about the company’s slogan?


It stands for "Advancement through Technology".  Therefore, it won’t really be a surprise to know that Audi is participating in a Google competition called Lunar XPRIZE. The competition invites scientists to build a Lunar Rover that can run on the surface of the moon for 500 meters and broadcast high-definition live feed from its surface. Audi has thus partnered with a team of scientists in Germany to build a Lunar Rover powered by Quattro and named it the 'Audi Lunar Quattro'. Let’s see if they bring back home the $30 million prize!


As for the four rings of the Audi logo:


Each represents one of four car companies that banded together to create Audi's predecessor company, Auto Union. Audi decided to form the Auto Union with Horch company, DKW and Wandered which each company focusing on a different market segment: Horch for high-end luxury cars, Audi for deluxe cars, Wanderer stuck with standard mid-size cars and DKW decided to go with small cars and motorcycles.



 Interesting Facts about Audi:


  • Founder of Audi August Horch was a young German engineer who started working as a blacksmith. After receiving his degree in engineering, he worked in shipbuilding before working under Karl Benz, founder of Mercedes-Benz car manufacturing company. Horch worked under Benz for 3 years before starting his own venture. 


  • You might think that “crash test” is a relatively new technique with all the dummies, cameras and sensors in place. But that's not true! Audi has been conducting crash tests for ages now, precisely for 75 years and used to showcase safety demonstrations by rolling down an Audi F7 from a hill.


  • Back in the 80's, when the World Rally Championship was contemplating options to integrate four-wheel-drive system into racecars, Audi was releasing Quattro. Today we all know how this model changed the image of Audi as a capable SUV, but the numerous rally wins between 1981 and 1986 are what actually pushed Quattro to an extent that WRC took a note of it and allowed all-wheel drive cars into racing. Audi went on to win the driver's championship in 1983 and ‘84 and also won the tough Pikes Peak Hill Climb from 1982 to 1987. 


  • Audi is the master of Le Mans and has won the championship an incredible 13 times. Audi was so strong in this form of racing that hardly any other manufacturer could challenge the supremacy of the German giant, thanks to the gasoline R8 racer. As if it was not enough, Audi decided to prove their diesel prowess by winning the 2006 Le Mans in a turbocharged V10 R10 TDI. Then Audi went one step ahead to win the Le Mans 2012 in an R18 e-tron Quattro. Insane!


Own an Audi yourself? Know any additional interesting facts about the brand? Share with us your experience with Audi. 




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