August Horch (1868-1952) was one of the important pioneers of the German automobile industry and the father of Audi. In 1909, he left the Horch company and Audi was born. In April 1910, Horch was extremely upset when he learned that his company had to change its name. He hurried to the home of his die-hard follower Fickencher to hold a meeting with his troops to discuss the name. Since Horch Company preemptively registered a large number of names that were similar or similar to "Horch", they discussed for a long time but still could not find a usable name. At this time, Fickencher's son who was at school, who had been writing Latin homework in the corner, suddenly called out, "Dad, Audi! Why not call it 'Horse Audi'?" Everyone present was immediately enlightened. It turns out that the German word for Horch itself means "listen", while the Latin word "listen" is pronounced "Audi". The actual meaning is the same, but Audi is louder and crisper. It is an anecdote that the famous Audi came from the mouth of a child. From then on, Horch and Audi each went their own way until their merger in 1932.
Audi was very popular at the beginning of its establishment. It won the overall championship of the Austrian Alps International Rallycross, the highest level rally car race in the world, for three consecutive years. Among them, Horch himself drove the car in the competition. C-type cars are famous. The Audi D-type car has been designated as a car for the king and government of Saxony since World War I. Its daily output also caught up with its competitor Horch before the outbreak of World War I. In 1921, the Audi K-type car designed by Horch's technical successor and chief designer Lange was the world's first car with a left-hand steering wheel and operating system. In 1923, Audi launched Germany's first car equipped with a 6-cylinder engine. In 1927, Audi's Type R car "Archon" was Germany's most technologically advanced luxury car at the time.