The Latin verb “audire,” meaning “to hear” or “to listen,” forms the basis of the automotive brand name Audi. This connection to the sense of hearing emphasizes the quietness and smooth operation of the company’s vehicles, suggesting a refined and luxurious driving experience. Words like “audible” and “auditorium” also share this etymological origin, further highlighting the concept of sound and perception.
Choosing this name was a clever branding strategy. It reflects a core value proposition: a focus on engineering precision leading to a quieter, more enjoyable ride. Historically, the name emerged from a legal dispute involving August Horch, who established a new company after leaving his previous venture. Since he could no longer use his surname, “Horch” (which also means “listen” in German), he opted for the Latin translation. This choice emphasized continuity and his continued commitment to automotive excellence.
