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Audi AG - Harmonization of Four Original Auto Brands
Audi AG is a renowned German car manufacturer that is known for its revolutionary technologies and exciting car models. Audi formally started its automotive business almost a century ago in 1910 with the introduction of its first car built in Zwickau. Since then, the manufacturer is known for producing highly technical and ultra-modern cars constantly embracing the series of advancements and innovations in compliance to the needs and aspirations of luxury car buyers.
This premium luxury car brand ventured into the Indian car market in 2004 and has revolutionized the market with its high technological expertise and design innovations. Audi has introduced a host of its technological cars in India comprising the Audi A6, A8, R8, Audi Q7, TT, and the A4.
A glance back to the glorious history of Audi reveals that it is not an individual identity but an amalgamation of four different original auto brands. These four brands together introduced the magical ‘Four Ring’ logo of the luxury car manufacturer that is still a symbol of elegance, sophistication, luxury, and technological creativity.
This premium luxury car brand ventured into the Indian car market in 2004 and has revolutionized the market with its high technological expertise and design innovations. Audi has introduced a host of its technological cars in India comprising the Audi A6, A8, R8, Audi Q7, TT, and the A4.
A glance back to the glorious history of Audi reveals that it is not an individual identity but an amalgamation of four different original auto brands. These four brands together introduced the magical ‘Four Ring’ logo of the luxury car manufacturer that is still a symbol of elegance, sophistication, luxury, and technological creativity.
Four original auto brands that gave rise to Audi are as follows:
DKW
Dampf-Kraft-Wagen (DKW) is a historic car and motorcycle manufacturer founded by Danish engineer Jorgen Skafte Rasmussen. In 1916, the engineer established his own factory in Germany with the desire to produce steam fittings and apparatus. In the first year of factor’s establishment a steam-driven car was produced. The car was not successful and then in the same year the company produced a two-stroke toy engine in 1919, named as “Des Knaben Wunsch” that means “the boy's desire”. The same engine with some modifications was then experimented into a motorcycle that was named “Das Kleine Wunder” that means “the little marvel”. The manufacturing of the “little marvel” was the real beginning of the DKW brand and thereafter the company carved its distinctive position as the world’s largest motorcycle manufacturer.
DKW produced another two-stroke engine in 1928 to produce the first DKW car. Later on, the same engine was used by Saab, a Swedish car manufacturer and currently a wholly-owned subsidiary of General Motors, for its range of cars comprising 92, 93, and 96. The manufacturer adopted the front wheel drive in 1931 and gradually in around mid 1930s became the best people’s car manufacturer in Germany. Thereafter he introduced the DKW Bauer F-10 Limousine and the Meisterklasse F89.
In the spring of 1958 a majority of the holding of DKW was acquired by Daimler-Benz AG that was further taken over by Volkswagen Group that also holds the luxury car brand Audi.
DKW produced another two-stroke engine in 1928 to produce the first DKW car. Later on, the same engine was used by Saab, a Swedish car manufacturer and currently a wholly-owned subsidiary of General Motors, for its range of cars comprising 92, 93, and 96. The manufacturer adopted the front wheel drive in 1931 and gradually in around mid 1930s became the best people’s car manufacturer in Germany. Thereafter he introduced the DKW Bauer F-10 Limousine and the Meisterklasse F89.
In the spring of 1958 a majority of the holding of DKW was acquired by Daimler-Benz AG that was further taken over by Volkswagen Group that also holds the luxury car brand Audi.
Horch
Horch was a Germany-based car company founded by August Horch & Cie in Cologne. In 1902, the company moved to Zwickau in Saxony and in 1904 it was reorganized. Somewhere in 1909 there were some internal disputes that forced August Horch to leave his company. He then started another car company in Zwickau by the name of Audi. His own name was a registered brand and so he chose the Latin translation of ‘Horch’ that became ‘Audi’ meaning ‘listen’. This name was suggested by the son of one of the partners of Horch and this is how ‘Horch was transformed into ‘Audi’.
Wanderer
Wanderer merged with Union AG in 1932. This was a German manufacturer of bicycles, motorcycles, automobiles, vans, and other machinery that was established in 1896 as Winklhofer & Jaenicke. The company was into manufacturing motorcycles since 1902, automobiles since 1903, and into export of all its vehicles since 1911.
The company was undergoing a glorious time rolling out a host of automobiles from its plant in Chemnitz and Siegmar, Germany. Unfortunately hardship hit the company in 1929 during the Great Depression. This is when the company sold off its motorcycle business and later in 1932 the rest of Wanderer business was also sold off. Then the company merged with Auto Union already comprising of Horch, Audi, and DKW. In this group of four different brands, Horch was positioned as the luxury brand, DKW used to build cheap two-stroke cars, and Audi as well as Wanderer produced technologically advanced small cars at a competitive price.
The company was undergoing a glorious time rolling out a host of automobiles from its plant in Chemnitz and Siegmar, Germany. Unfortunately hardship hit the company in 1929 during the Great Depression. This is when the company sold off its motorcycle business and later in 1932 the rest of Wanderer business was also sold off. Then the company merged with Auto Union already comprising of Horch, Audi, and DKW. In this group of four different brands, Horch was positioned as the luxury brand, DKW used to build cheap two-stroke cars, and Audi as well as Wanderer produced technologically advanced small cars at a competitive price.
NSU
NSU Motorenwerke AG or NSU was founded in 1873 and was known as the manufacturer of cars and motorcycles. NSU began with the business of manufacturing knitting machines in the town of Riedlingen on the Danube in 1873. Later on, in 1884 the company moved to Neckarsulm, where the river Sulm flows into the river Neckar. In 1892 the company started producing bicycles that soon took over the business of knitting machine production. And because the company was situated at a place where Sulm River flows into the river Neckar, it was named NSU (from Neckar and Sulm)
After some years, NSU also started the production of motorcycles and later in 1905 the first NSU car was produced. In 1932, the company sold the business of car production to Fiat. It faced a tough time during World War II but still retained its business of motorcycle production. Many advanced and powerful motorcycles like Kettenkrad, NSU HK101, HK101, NSU Fox, and NSU Max were produced.
In 1969, NSU became financially vulnerable and was taken over by Volkswagen Group, who then merged NSU with Auto Union.
After some years, NSU also started the production of motorcycles and later in 1905 the first NSU car was produced. In 1932, the company sold the business of car production to Fiat. It faced a tough time during World War II but still retained its business of motorcycle production. Many advanced and powerful motorcycles like Kettenkrad, NSU HK101, HK101, NSU Fox, and NSU Max were produced.
In 1969, NSU became financially vulnerable and was taken over by Volkswagen Group, who then merged NSU with Auto Union.
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