How Audi was born and how its iconic four rings were created

Explore the origins of Audi, the meaning behind its four rings, and how the 1932 union shaped a legendary automotive brand.

When you hear “Audi”, those four intertwined rings instantly come to mind — a logo recognized worldwide. Yet behind that emblem lies a story rich with ambition, setbacks, and rebirth: a story of one man, four companies, crises, and the will to rebuild. This is the factual tale of how Audi emerged and how its symbol came to embody unity and innovation.

From “Horch” to “Audi”: a bold reinvention
August Horch, an inventive engineer, once worked with Carl Benz before founding A. Horch & Cie in 1899. Internal conflicts forced him to leave his own company in 1909, and a court ruled that he could not use his surname as a brand. Turning adversity into opportunity, he Latinized his name: “Horch” (“listen” in German) became “Audi” (from the Latin audīre). The new company, established in Zwickau in 1909, adopted the name in 1910 — a symbol of perseverance through reinvention.

Consolidation under economic pressure
By the late 1920s, economic instability pushed Saxon banks to encourage consolidation in the auto industry. Audi, already known for innovation and front-wheel drive, joined with DKW (small cars and motorcycles), Horch (luxury cars), and Wanderer (mid-range vehicles) — each contributing a unique strength to the group.

June 29, 1932: the birth of Auto Union
On June 29, 1932, under the initiative of the Sächsische Staatsbank, the four companies united to form Auto Union AG. The merger created Germany’s second-largest automaker and introduced a timeless symbol: four linked rings representing Audi, DKW, Horch, and Wanderer. Early versions even contained each brand’s logo within the rings, a visual testament to cooperation without loss of identity.

War, dissolution, and rebirth
After World War II, Auto Union’s factories in Saxony were dismantled under Soviet administration. In 1949, the company was reborn in Ingolstadt as Auto Union GmbH. The Audi name resurfaced in the 1960s when Volkswagen took control and launched the F103 series in 1965. In 1969, Auto Union merged with NSU to form Audi NSU Auto Union AG, simplified to Audi AG in 1985.

The four rings today
Audi officially interprets its four rings as a symbol of unity, heritage, and innovation. They stand as a visual link between past and present — between four founders and a single forward-looking brand. The rings are not merely a design; they are a declaration of continuity.

Reflection and forward glance
Audi’s journey teaches resilience — the power to adapt without losing one’s essence. In an age of electrification and digital transformation, its name, meaning “listen,” may gain new resonance: listening to technology, to sound design, to the rhythm of change. The story of the four rings continues, evolving — just like the brand itself.