Audi decided to resurrect the Horch brand

The fact is that both Horch and Audi were founded by the same person - August Horch. In 1910, due to a financial and legal conflict with the shareholders of his own company August Horch Automobilwerke, Mr. Horch was forced to leave her. Paradoxically, he lost the right to use his last name as a trademark! However, August quite wittily solved the problem by translating the Horch surname from German into Latin: the result was Audi, because both words translate as “listen”.

The Horch brand existed from 1904 to 1942, merging in 1932 with Audi, DKW and Wanderer into the Auto Union concern, the logo of which became the famous four rings. Despite the fact that Horch produced expensive and prestigious cars in the 1930s, the brand was doing so-so - after the Auto Union concern became the property of Daimler-Benz, it was decided to bury the hopeless Horch. Even after the purchase of Auto Union by Volkswagen in 1964, the fate of Horch remained the same.

But now, insiders at the Volkswagen Group are reporting that concern management has decided to revive Horch to the peak of the Mercedes-Maybach S-Class. Surname Horch will receive the most luxurious versions of the flagship sedan Audi A8, but the differences from the "usual" modifications, most likely, will be only cosmetic - there is no talk of increasing the wheelbase. Audi-Horch sub-brand cars are planning to equip only the most powerful engines of the family, and they should enter the market with the restyling of the current generation A8.


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