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The story of Audi founder, August Horch

Audi History began with the founding by August Horch of the company August Horch & Cie, in 1899. August Horch was born in 1868 in the german city of Moselle and studied in Mittweida . He completed engineering studies in 1890 and began working for Carl Benz in 1896.

He worked for it just three years , choosing to base its own company in 1899, August Horch & Cie. Although at that time Horch had little knowledge about business and marketing, he compensate with the engineering , relying on innovations in cars production. The first car created by August Horch & Cie in 1901 reached a maximum speed of 32 km/h. In 1903, Horch introduced the first four-cylinder car, and in 1907, a six-cylinder one .

Horch’s car came to be regarded as superior to those created by Mercedes or Benz . The original headquarters was in Köln, but because of unfavorable economic conditions , it was moved to Reichenbach and then to Zwickau . Enhancing financial problems prompted August to transform the company into a joint stock company – the biggest business and marketing mistake, as he himself declared. In 1909 the company’s sales have declined and shareholders  asked Horch to leave the post of president of the company. Horch was not discouraged and set up a new company, also in Zwickau.

The original name was Horch Automobil- Werke , but a legal dispute did not allowed him to use his name again, because it was a trademark for the other company. Therefore, in 1910 , was born Audi – Latin translation of the word “Horch ” (“listen” in German). In 1928, new financial problems led to the purchase of a 51% stake of shares by DKW. In 1932 , Audi, DKW, Horch & Cie and Auto Union Wanderer merged , eventually taken over by Volkswagen and recognized as Audi in 1964. The four rings of the logo are still representative of the four companies.

Audi is currently known as the manufacturer of the most advanced cars in terms of technology, as August Horch aimed from the beginning. Until his death in 1951, he was Honorary Professor at the Technical University of Braunschweig .

In the first part of this year, Audi sales reached a record growth of 6.4% compared to the same period in 2012. The company has delivered more than 780,000 cars in this time, reaching revenues of 25.2 million dollars. In 2012 , the company recorded revenues of approximately 48.7 million dollars.