Audi

Audi is a automobile maker in Germany, and a wholly-owned subsidiary of the Volkswagen Group. The company is headquartered in Ingolstadt, Bavaria, Germany.

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Audi's slogan is "Vorsprung durch Technik", which in English means "Advancement through Technology".

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The origins of Audi

The company traces its origins back to 1899 and August Horch. The first Horch automobile was produced in 1901 in Zwickau, in former East Germany. In 1910, Horch was forced out of the company he had founded. He then started a new company in Zwickau and continued using the Horch brand. His former partners sued him for trademark infringement and a German court determined that the Horch brand belonged to his former company. August Horch was forced to refrain from using his own family name in his new car business. As the word "horch!" translates to "listen!" in Old German, August Horch settled on the Latin equivalent of his name - "audi!". It is also popularly believed that Audi is an acronym which stands for "Auto Union Deutschland Ingolstadt". Audi produces over 2 million vehicles annually at its main production site in Ingolstadt. Audi has another production plant in Neckarsulm.

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Audi started with a 2612 cc model followed by four cylinder 3564 cc, 4680 cc and 5720 cc models. These cars were successful even in sporting events. August Horch left the Audi company in 1920. The first six cylinder model (4655 cc) appeared in 1924. In 1928, the company was acquired by J S Rasmussen, owner of DKW, who bought the same year the remains of the US automobile manufacturer, Rickenbacker including the manufacturing equipment for eight cylinder engines. These engines were used in Audi Zwickau and Audi Dresden models that were launched in 1929. At the same time, six cylinder and a small four cylinder (licensed from Peugeot) models were manufactured. Audi cars of that era were luxurious cars equipped with special bodywork.

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The Auto Union era

In 1932 Audi merged with Horch, DKW and Wanderer to form the Auto Union.

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Before World War II, Auto Union used the four interlinked rings that make up the Audi badge today, representing these four brands. This badge was used, however, only on Auto Union racing cars in that period while the member companies used their own names and emblems. The technological development became more and more concentrated and some Audi models were propelled by Horch or Wanderer built engines.

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Pause and a new start

Auto Union plants were heavily bombed and partly destroyed during World War II. After the war, Zwickau soon became part of the German Democratic Republic and Audi headquarters were moved to Ingolstadt. In that period, the four interlinked rings were used together with the DKW badge. The company focused efforts on the DKW brand, but their two-stroke engines became unpopular. In 1958, Daimler-Benz company acquired 88 per cent of Auto Union and the next year became its sole owner. Daimler-Benz developed a 72 hp (54 kW) four-door sedan, with a modern four stroke engine driving the front wheels. This model appeared in September 1965, "relaunching" the Audi brand. Daimler-Benz sold the company to Volkswagen in 1964.

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In 1969, Audi merged with NSU, based in Neckarsulm near Stuttgart. In the 1950s NSU had been the world's largest manufacturer of motorcycles but had moved on to produce small cars like the NSU Prinz (the TT and TTS versions are still popular as vintage race cars). NSU then focused on new rotary engines according to the ideas of Felix Wankel. In 1967, the new NSU Ro 80 was a space-age car well ahead of its time in technical details such as aerodynamics, light weight, safety, et cetera, but teething problems with the rotary engines put an end to the independence of NSU. Presently several lines of Audi cars are produced in Neckarsulm.

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The mid-sized car that NSU had been working on, the K70, was intended to slot between the rear-engined Prinz models and the futuristic Ro 80. However, Volkswagen took the K70 for its own range, spelling the end of NSU as a separate brand.

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The modern era of Audi

The first Audi of the modern era was the Audi 100 of 1968. This was soon joined by a derivative of the Volkswagen Passat, the Audi 80 in 1972. The image of Audi cars was perceived as conservative, so a proposal was accepted from their chassis engineer Jorg Bensinger to develop the four-wheel drive technology in Volkswagen's Iltis military vehicle for an Audi performance car and for a rally car.

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The performance car was known as the "Quattro" of the 1980s, a four wheel drive turbocharged sports-car based on the Audi Coupe. It was a great success in rallying and so Audi became associated with being a leader in technology, despite not selling too many of the original "Ur-Quattro". (The Ur-Quattro was the first Audi Quattro produced, and it has been designated as such to be distinguished from later Audi models that incorporate Audi's AWD system (which is also named "quattro" with a lower case q). The "Ur-" prefix is derived from the German word for "original", and is also used to refer to the first generation of Audi's S4 and S6 sport sedans ("UrS4" and "UrS6").

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In 1986, as the Passat-based Audi 80 was beginning to develop a kind of "grandfather's car" image, the type 89 was introduced. This completely new development sold extremely well. However, its modern and dynamic exterior belied the low performance of its base engine, and its base package was quite spartan (even the passenger-side mirror was an option.) In 1987, Audi put forward a new and very elegant Audi 90, which had a much superior set of standard features. In the early nineties, sales began to slump for the Audi 80 series, and some basic construction problems started to surface.

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This decline in sales was not helped in the USA by a 60 Minutes report which purported to show that Audi automobiles suffered from "unintended acceleration". The 60 Minutes report was based on customer reports of acceleration when the brake pedal was pushed. Independent investigators concluded that this was most likely due to a close placement of the accelerator and brake pedals (unlike American cars), and the inability, when not paying attention, to distinguish between the two. (In race cars, when manually downshifting under heavy braking, the accelerator has to be used in order to match revs properly, so both pedals have to be close to each other to be operated by the right foot at once, toes on the brake, heels on the gas. US citizens are used to automatic gearboxes and only two well separated pedals).

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60 Minutes ignored this fact and rigged a car to perform in an uncontrolled manner. The report immediately crushed Audi sales, and Audi renamed the affected model (The 5000 became the 100/200 in 1989, as in Germany and elsewhere). Audi had contemplated withdrawing from the American market until sales began to recover in the mid-1990s. The turning point for Audi was the sale of the new A4 in 1996, and with the release of the A4/6/8 series, which was developed together with VW and other sister brands (so called "platforms"), Audi has regained what was lost due to biased journalism.

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Currently, Audi's sales are growing strongly in Europe, and the company is renowned for having the best build quality of any mainstream auto manufacturer. 2004 marked the 11th straight increase in sales, selling 779,441 vehicles worldwide. Record figures were recorded from 21 out of about 50 major sales markets. The largest sales increases came from Eastern Europe (+19.3%), Africa (+17.2%) and the Middle East (+58.5%). In March of 2005, Audi is building its first two dealerships in India following its high increase in sales in that region. Though its brand still doesn't have the global cachet of Mercedes-Benz or BMW, Audi's reputation for quality and understated style has once again made it a highly desirable marque.

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However, after 2003, with the release of the new A4, and in 2004 with the new A6, Audi's dedication to quality had finally paid off when it started to received news reports and various vehicle critics praising Audis over Mercedes-Benz and BMW.

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