The Evolution of Audi: A Look into the Luxury Car Manufacturer

Introduction to Audi

Broadly speaking, the Audi brand we know today emerged in the early 1960s, marking around fifty years of its presence. However, the roots of this German auto giant trace back to the end of the nineteenth century. In 1899, August Horch founded his first car company, Horch & Cie., in Cologne, Germany. After internal conflicts, he left and started anew but faced legal challenges using his last name. Fortunately, the son of a former partner suggested he look to Latin for inspiration. In Latin, "horch" means "to listen," which translates to "audi."

The Birth of Auto Union

The iconic four rings of Audi's logo represent the four original companies that merged to create Auto Union in 1932. Audi, Horch, DKW, and Wanderer joined forces to form this large automobile entity. For the next two decades, Auto Union was part of the Daimler-Benz Group until Volkswagen took over in 1964. Shortly after, the newly rebranded Audi launched its first car, the F103, which was affectionately known as the 'Audi.'

Modern Audi Development

The first modern Audi, the 100 series, was developed without the VW Group's head's knowledge. Created by the nearly defunct Auto Union engineers, the 100 series received an enthusiastic reception upon its 1968 launch. The merger of Auto Union and NSU Motorenwerke AG in 1969 led to further developments, but by the 1980s, the brand needed another rebranding, culminating in the formation of Audi AG in 1985.

Recent Branding Changes

In 2009, Audi revised the meaning of its four rings to represent "Vorsprung durch Technik," translating to "Progress through Technology." Today, under the Volkswagen Group, Audi stands as one of the world's leading luxury car manufacturers. In the United Arab Emirates, Audi offers a diverse range of models across various body styles, including hatchbacks, sedans, coupes, convertibles, station wagons, and SUVs, appealing to an ever-growing audience.

Popular Audi Models in the UAE

One of the most affordable and popular Audi models available in the UAE is the A3 sedan, starting at just over AED 101,000 and going up to AED 240,000 for the RS3 variant. Audi's successful crossover SUVs, such as the Q5 and Q7, have recently been joined by the stylish and well-received Q8. At the pinnacle of the Audi lineup is the AED 667,000 R8 supercar, boasting over 610 horsepower and a top speed of 330 km/h.