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Badgeology AUDI

The current Audi four-ring logo comes from the Auto Union Affiliated Group logo that represents for the merger of Horch, Audi, DKW and Wanderer in 1932.
The current Audi four-ring logo comes from the Auto Union Affiliated Group logo that represents for the merger of Horch, Audi, DKW and Wanderer in 1932.
The original Auto Union Affiliated Group badge shows the early form of the four-rings.
The original Auto Union Affiliated Group badge shows the early form of the four-rings.
The Auto Union logo was displayed on production cars alongside the traditional badges for the carmakers, as shown here with DKW.
The Auto Union logo was displayed on production cars alongside the traditional badges for the carmakers, as shown here with DKW.
The 1912 Wanderer Puppchen was a small open topped tourer with two seats positioned one behind the other. It had two doors, also one behind the other, both on the left-hand side.
The 1912 Wanderer Puppchen was a small open topped tourer with two seats positioned one behind the other. It had two doors, also one behind the other, both on the left-hand side.
The Horch 853 was in production from 1937-1940 under the alliance. It boasted straight-8 cylinders, 74 kW (100 PS) of power and had a top speed of 125-140 km/h.
The Horch 853 was in production from 1937-1940 under the alliance. It boasted straight-8 cylinders, 74 kW (100 PS) of power and had a top speed of 125-140 km/h.
The 1933 Audi Front UW 220 was Europe’s first car to combine front-wheel drive with a six cylinder engine, and a claimed top speed of 100 km/h.
The 1933 Audi Front UW 220 was Europe’s first car to combine front-wheel drive with a six cylinder engine, and a claimed top speed of 100 km/h.
The small front wheel drive saloon was first unveiled at the Frankfurt Motor Show in 1957, and went in to volume production started in 1959. It was known for its 3-cylinder-inline (two-stroke) engine in a market that had already begun steadily moving onto
The small front wheel drive saloon was first unveiled at the Frankfurt Motor Show in 1957, and went in to volume production started in 1959. It was known for its 3-cylinder-inline (two-stroke) engine in a market that had already begun steadily moving onto
Audi as we know it today … the stylish TT is one the hero models for the brand.
Audi as we know it today … the stylish TT is one the hero models for the brand.
Comment

The distinctive badge symbolises the 1932 merger into Auto Union of Audi, Horch, Wanderer and DKW, each with distinguished histories of their own.

Well before that merger, however, it was August Horch who laid the platform for the Audi brand as we know it, following a dispute with former business partners that prevented him using his name on cars. A friend's son recognised the link between Horch, which means 'hark' or 'hear' in German, and the Latin translation of same, which is 'audi'. Horsch took the monicker and ran with it, the brand eventually becoming part of Auto Union.

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In 1965 the company was renamed more simply Audi. It's now owned by Volkswagen.

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