The founder August Horch had to leave his old company "Horch" and founded a new one. He was not allowed
use his own name, so he translated it into Latin: Audi means "listen!" which is "horch!" in German. "Audi" was established in 1910,
but disappeared after WWII. Today's "Audi"-company was created in 1969 through the merger of "NSU Motorenwerke AG" and "Auto Union GmbH".