Audi Innovative Brands

Innovative brands in the automotive industry. The German automaker, before selling cars, markets technology, design, performance and comfort to satisfy the most demanding consumers on the planet. Few companies in the world have a history as rich and complex as AUDI. It is almost a century of mergers, dissociations and a vision of the future. The Franco-German rivalry created after the war between the two countries in the late nineteenth century, when France had to indemnify Germany for about five billion marks, helped to encourage the development of German vehicles in the early twentieth century. Taking advantage of the economic boom through which it crossed Germany, four companies with distinct origins (Wanderer, Horch, DKW and Audi) directed their productions for automotive vehicles. Years later, they came together to form AUDI AG. To understand this story you need to know who these four companies were. 

WANDERER  – On February 26, 1885 Chemnitzer-Velociped-Depot Winklhofer & Jaenicke was founded. On January 4, 1887, he adopted the name WANDERER for the bicycles he made. In 1902 began to produce motorcycles and only in 1913 began a small production of automobiles.

HORCH  – On November 14, 1899 August HORCH & Co was founded in Cologne by engineer August Horch after working for several years at Carl Benz. In 1901 took place the first trip with the first model of own construction. In 1909, in a dispute between the executives, August was forced to leave the company that founded. In the year 1927 the manufacture was almost exclusively of eight cylinder models. In the late 1920s HORCH had become a quality concept.

DKW  – In 1904 Rasmussen & Ernst was founded in the city of Chemnitz to manufacture exhaust steam reinforcement. In 1916 the first experiences with steam vehicles occurred. The following year began the construction of the two-stroke and 25cc engine. In 1928 the company was already the largest motorcycle manufacturer in the world and began production of DKW cars. The creation of a network of dealers began in 1929, a fact that boosted business.

AUDI “It was founded on July 16, 1909 by engineer August Horch after being forced to leave Horch & Co Motorwagen Werke. It was initially registered under the name August HORCH Automobile werke Gmbh in the town of Zwickau in Germany. On April 10, 1910 he started calling Audi Werke Gmbh, after being banned from using his last name after having lost a legal dispute against his former company. And here comes a notable character: Heinrich Fikentscher, just 10 years old, the son of a friend of Horch, who suggested an adaptation of the engineer’s surname to Latin (‘audi’). Three months later the first AUDI from the factory was out. Production of vehicles began on a small scale. According to Horch’s principle, the company should invest in good and strong automobiles which can be seen on audi. The brand quickly gained prestige: for three consecutive years, between 1911 and 1914, an AUDI car won the Austrian rally that crosses the Alps. Horch cars have also introduced new technologies in the market: aluminum engine cylinders and speed meter. In 1921 he presented for the first time a standard German passenger car with left-hand steering, thus providing a better view of the approaching traffic and allowing safer overtaking. The economic crisis that plagued the world in the late 1920s weakened the four companies, which could not survive alone. Under the control of the State Bank of Saxony, on June 29, 1932, the Audi, Horch, DKW and Wanderer automobile plants merged to form Auto Union AG, headquartered in the city of Chemnitz. At that time the conglomerate offered the widest range of vehicles in the world, producing everything from motorcycles to luxury cars. This occurred during the period when the company offered the AUDI FRONT, which became the first European car to offer the six-cylinder engine and front-wheel drive, which used a shared engine with the Wanderer, but turned 180º, causing the axle forward.

The following years were marked by the growth of the production and the success of the brand in the tracks of auto competitions. Under the sign of the four rings, it soon became the second largest automotive group in Germany. The ‘stars’ of the day were his 16-cylinder racing cars and luxury limousines that immortalized the name of August Horch. The period from 1939 to 1945 marked the company’s most difficult chapter, which, like all German industry, devoted itself to the production of war material and military vehicles for World War II. The manufacture of cars was interrupted in 1939. After the war, the company was liquidated and disappeared behind the iron curtain as a result of the division and monetary reform of Germany. Only on September 3, 1949 was the new Auto Union, based in Ingolstadt, which first resurrected the DKW brand. On January 1, 1965, Volkswagen AG took possession of 50.3% of the company by paying 300 million DM. In September the first car was launched with the AUDI brand, equipped with a four cylinder engine and body derived from the model DKW F102. It was followed by new models, initially with the same body, but with engines of 75 hp (AUDI 75), 80 hp (AUDI 80), 90 hp (AUDI SUPER 90), and from 1968 also AUDI 60 cv). The success of these cars was so surprising that, despite Volkswagen being against, the direction of the factory of Ingolstadt began to develop own models. In 1969, Auto Union merged with NSU, based in Neckarsulm, near the city of Stuttgart, which in the 1950s had been the world’s largest motorcycle manufacturer.

The export of cars to the huge American market began in 1970, thus creating new prospects for expansion for the German automaker. The brand revolutionized the automotive industry in 1980 by launching a Quattro series four-wheel drive series car. Derived from the coupe of the 80 series, the AUDI QUATTRO celebrated itself in competitions (winning numerous rallies around the world) and launched a technology that many brands would adopt in the following years. In October 1983, the company established QUATTRO GmbH, which would then take care of all the sports and the development of special vehicles for the brand, as well as customization kits, which made it practically a ‘tuning division’ ‘of the German manufacturer. Currently this division, located in Neckarsulm, has approximately 450 employees generating a profit of about 280 million euros. At the end of 1985 the quality center of the Ingolstadt factory was inaugurated. This center brought together all departments of quality control. As a result of a restructuring of the Volkswagen Group, Audi NSU Auto Union AG was officially renamed to AUDI AG. In November of 1989, it reached record sales after the fall of the Berlin wall and the subsequent reunification German. In 1991 it became increasingly independent of Volkswagen with the creation of the marketing department, previously run jointly with the popular German automaker. As a result of a restructuring of the Volkswagen Group, Audi NSU Auto Union AG was officially renamed to AUDI AG. In November of 1989, it reached record sales after the fall of the Berlin wall and the subsequent reunification German. In 1991 it became increasingly independent of Volkswagen with the creation of the marketing department, previously run jointly with the popular German automaker. As a result of a restructuring of the Volkswagen Group, Audi NSU Auto Union AG was officially renamed to AUDI AG. In November of 1989, it reached record sales after the fall of the Berlin wall and the subsequent reunification German. In 1991 it became increasingly independent of Volkswagen with the creation of the marketing department, previously run jointly with the popular German automaker.

In the fall of the same year, AUDI presented two sensational sports car studies: the Audi Quattro Spyder at the Frankfurt Motor Show and the Audi Avus Quattro at the Tokyo Motor Show. The consistent use of aluminum in the body of these models paved the way for the use of this material on a large scale in the brand models. For some years, AUDI worked in partnership with ALCOA to develop a lightweight aluminum car. The result was presented at the Frankfurt Motor Show in 1993: the technology known as the Audi Space Frame, which used aluminum combined with other elements to make the car at the same time light and sturdy. In March 1994, the automaker officially unveiled its new model in the Premium segment, the Audi A8, at the Geneva Motor Show. This was the first model in production with the body built entirely in aluminum. At the same time, a new nomenclature system for cars came into effect. The Audi 80 came to be known with A4, the Audi 100 as A6. They were followed in 1996 by the Audi A3, their first representative in the premium compact segment. Production of the Audi A2, the first aluminum minivan, began in June 2000. In the following years, Audi continued to innovate, using new and revolutionary technologies and expanding its range of vehicles, including entering new market segments, for example , of SUVs. They were followed in 1996 by the Audi A3, their first representative in the premium compact segment. Production of the Audi A2, the first aluminum minivan, began in June 2000. In the following years, Audi continued to innovate, using new and revolutionary technologies and expanding its range of vehicles, including entering new market segments, for example , of SUVs. They were followed in 1996 by the Audi A3, their first representative in the premium compact segment. Production of the Audi A2, the first aluminum minivan, began in June 2000. In the following years, Audi continued to innovate, using new and revolutionary technologies and expanding its range of vehicles, including entering new market segments, for example , of SUVs.

In recent years AUDI has been investing billions of euros in the development of technologies towards sustainable individual mobility. The result of so much investment was the AUDI e-tron technology, which combines a gasoline engine with a turbocharged engine, powered by lithium batteries. The e-tron quattro project started in February 2010 and, in just 18 months, started from the conceptual ideas for the first test. Initially applied in their competition cars (the first was the Audi R18 e-tron quattro), the automaker recently launched the first hybrid series cars equipped with this technology. The combination of efficient drive technology and a sustainable energy source was a response to what the market was looking for. The first vehicle was the A3 Sportback e-tron, launched in 2013. The vehicle can be driven in three modes: only with the combustion engine, only with electric or in hybrid mode. Power by the electric motor allows maximum speed up to 130 km / h and guarantees a range of 50 km. The German brand has such credibility that the latest models released are requested by celebrities from around the world in different countries. Proof of this is that the German automaker has provided vehicles to transport international artists visiting Brazil in recent years. Among the celebrities who had the AUDI-sponsored tour in Brazil, the band featured Oasis and singer Beyoncé, who demanded a Q7 model, and musician BB King, who used the A6 to get to the venue. These and other actions have helped the renowned German brand build a success story and become a case in the global automotive market. After all, smelling a new car is a unique and unforgettable feeling for the owner. Start the engine, engaging the first gear and displaying a vehicle with sophisticated and futuristic design is the dream of several automobile enthusiasts worldwide. For those who have an AUDI in the garage, this is not a dream but one of the most privileged reality.