Most enthusiasts know that Audi is the current brand for what was once Auto Union, but where did the Audi name and logo come from?
August Horch, once formerly employed by Karl Benz, founded his own car company, A. Horch & Cie in 1899. Ten years later, he was forced out of his own company. Initially he attempted to continue use of the Horch name, but his former partners pursued legal action. August Horch needed to rename his new venture.