After 10 years in business, August Horch left the company he co-founded under his name to form a rival carmaker following disagreements with his business partners. However, he had a problem — he couldn’t call his new outfit Horch, as his former company had trademarked the rights to his name. So, he had to get creative. Horch eventually opted to use the Latin translation of his name, Audi, for the new firm. In English, the word translates roughly as “listen.”
The idea was…
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