Beauty products such as shower gels have a way of appealing to their customers by creating desire through the use of sensorial-related names and presentations in the marketing. Some of the most commonly used methods include soothing-cashmere touch night cream approaches such companies use to convey beauty to the sensorial pampering of their clients.

Automobiles seems to have adopted such marketing tricks as well, where they build the image of a mighty engine row or that of a six cylinder engine tucked beneath the bonnet of an Audi car. The translation of Audi is from Latin where it means to “listen”, and in addition to expressing a popular passion for the motorists, it also signify the birth of Audi after the death of Horch, which is how the company was called way back in 1899.

The founder, August Horch, had to leave his company due to trademark infringements just eight years after the company opened its production plant in Zwickau in Germany. After being dismissed from his company, Horch decided to start a new company under the same name, but this attracted more trouble for him and he had to call a meeting in Franz Fikentscher’s apartment to chat the way forward on the matter, and this resulted into him choosing for a new name for the company.

It was Franz’s son, a Latin student, who delivered the name that is now synonymous with luxury and quality in the car market. Horch means “listen” in Old German and what Franz’s son did was to provide a Latin interpretation which was “audi” and this sparked excitement amongst the attendants who decided to adopt it immediately.

Audi’s entry into the German car market was highlighted by the introduction of the 2.6 liter engine powered vehicles, which were then followed by more powerful engines such as the 4.7 and the 5.7 guzzlers. After Horch witnessed the growth of his company, he left in 1920, before Audi released the 6 cylinder four years later. Audi was later on acquired by Jorgen Rasmussen who owns rival company, DKW.

After a few years, there was a merger between Horch, DKW, Audi and Wanderer and this is how the Auto Union was started in 1932. It was necessary for a new badge to be created and that is how the four rings on Audi came into existence, to signify the unity of the new conglomerate. Technological advancements became a priority for the new company and this was evident during the Second World War when the company produced armored vehicles for the German Army.

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