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					The History of

  Jordan “Nels” Alzate
The roots
of Audi
 1899 - The Horch
  company is
 On November 14,
  1899, August Horch
  (1868 - 1951)
  established the
  company A. Horch &
  Cie. in the Ehrenfeld
  district of Cologne.
  Here he developed his
  first car, which was
  completed in early
1901 - The first
Horch car is built

 The first Horch car took to
  the road in 1901. It was
  an experimental car. That
  had a two-cylinder
  horizontal engine with an
  output of about 5 hp, and
  was designed with an
  additional small piston to
  absorb the vibrations of
  the crankshaft. August
  Horch referred to this as
  his "impact-free" engine.
  It also featured an alloy
  crankcase, a pioneering
  achievement in car
    A fresh new start, “Audi” is born.
•   In 1909 August Horch had a disagreement with the supervisory board of A. Horch
    & Cie. Motorwagen-Werke and as a result, Horch was forced out of the company
    he had founded. Shortly after, on July 16, 1909, he established a second company,
    Horch Automobil-Werke and continued using the Horch brand. However, his
    former partners sued him for trademark infringement. After some lengthy
    litigation, the final verdict was that the Horch brand belonged to his former
    company. August Horch was forced to refrain from using his family name in his
    new car business. His solution was to use the Latin translation of his name "AUDI"
    The new company name, Audiwerke GmbH, became effective on April 25, 1910.
        •   In September 1921 Audi became the first
            car manufacturer to present a production
            car with left-hand drive, the Audi Type K.
            Left-hand drive, which gave drivers a
            better view of oncoming traffic and made
            passing safer, in particular, became the
            prevailing standard by the end of the

1921 - Audi introduces left-
        hand drive
       History of the Four Rings

•   The Audi emblem of the
    four rings denotes one of
    Germany's oldest
    manufacturers. It
    symbolizes the merger in
    1932 of four previously
    independent motor vehicle
    manufacturers: Audi,
    DKW, Horch and
    Wanderer. These
    companies are the
    foundation stones on
    which the present-day
    AUDI is built.
1934 - Auto Union grand prix racing

        • The new Auto Union
          received its greatest
          popularity boost with the
          success of a racing car
          that was based on
          Ferdinand Porsche's
          design. The vehicle's
          aerodynamics were
          greatly enhanced by
          installing the six-cylinder
          engine behind the driver.
             1937 World record

•   The Auto Union 16-cylinder streamliner
    racing cars were high-tech products in
    their time. They stood for supreme
    achievements in motor-vehicle
    construction that concentrated above all
    on high-performance engines,
    aerodynamic design, and the systematic
    use of lightweight construction. The
    Auto Union car with streamlined fairing
    and an output of 545 horsepower was
    the first to exceed a speed of 400
    kilometers per hour on a normal road.
   1941 Production for the Nazi War
• With the development and
  production of special
  vehicles for military
  purposes, The Audi Auto
  Union became an important
  supplier of vehicles to the
  armed forces in the mid-
  1930s. Following the
  outbreak of war, civilian
  production was interrupted
  in May 1940. After this, the
  company produced
  exclusively for military
                 • Volkswagenwerk AG acquired the
                   majority of shares in Auto Union
1964 VW takes over
                   GmbH in December 1964 (effective
                   January 1, 1965). Audi became a fully
                   owned VW subsidiary at the end of
                            1965 The "new"
All work on the two-
stroke engine came to an
end when Auto Union
became part of the
Volkswagen. A four-
cylinder four-stroke
engine developed
previously under
Daimler-Benz - known as
the "medium-pressure"
engine - was installed in
the last DKW model F
102 and presented as an
Audi in the summer of
On November 26,
1968, Auto Union
invited dealers and
the press to attend
                        Setting a
the presentation of
the newly designed
Audi 100 at the
Ingolstadt City
Theatre. This model,
developed by chief
engineer Dr. Ludwig
Kraus, took Audi
                       standard in
into the competitive
market segment of
the upper mid-size
class for the first
                         the Audi
time. The Audi 100
quickly became a
bestseller and
formed the basis for
a new Audi model
series that ensured
the future
independence of the
Audi brand.
1980 - New drive
 concept at Audi
                   •   In March 1980, a four-
                       wheel-drive sports coupe
                       caused a genuine
                       sensation on the Audi
                       stand at the Geneva Motor
                       Show. The Audi quattro
                       was the first high-
                       performance vehicle with
                       four-wheel drive. This
                       drive concept had
                       previously only been used
                       on trucks and off-road
                       vehicles. The permanent
                       four-wheel-drive system in
                       the Audi quattro enjoyed
                       worldwide success in
                       motor sport and gradually
                       found its way into the
                       entire Audi model range.
For some years AUDI had been
working together with the
Aluminum Company of America
on the development of a
lightweight aluminum production
car. The result was presented at
the 1993 Frankfurt Motor Show:
the aluminum study known as
the Audi Space Frame. The body
used new design principles:
extruded aluminum sections
connected together by diecast
nodes form a frame structure
into which aluminum panels are
integrated, where they have a
load-bearing function. The Audi
A8 was the first car made of
recyclable aluminum. The
benefits of aluminum in the Audi
Space Frame are reflected not
only in the low weight and the
high rigidity of the body, but also
in a level of design freedom for
cast parts and complex profiles
that is not at all possible with
steel panels. Advantages for the
driver are: greater safety,
increased performance,
improved handling, lower fuel
consumption, ease of repair and
attractive insurance premiums.
 The Kobe: adidas
 & Audi

                                                   •   In 2000, Kobe Bryant, NBA All-Star and
                                                       member of the Lakers was working with
                                                       adidas to develop a new shoe different
                                                       than the one typical of other NBA stars. A
                                                       shoe that embodies Southern Cal and that
                                                       would match Kobe's laid-back, confident
                                                       style that reflects a refreshing
                                                       sophistication. The car culture is big in
                                                       southern California and one of the hottest
                                                       cars in that market was the Audi TT
                                                       Roadster (Which was also influenced by
                                                       southern Cal) adiddas looked no further for
                                                       inspiration for the new Kobe. They found a
                                                       company that matched Kobe’s style and
•   A quote from Kobe Bryant about this                understood the Southern Cal culture.
    shoe: "The sneaker is absolutely on                Adidas asked Audi to help them design a's hot! It's real light and
    provides support for me. It's smooth,              shoe product with the philosophy used by
    it's slick and it's different and I love it.       Audi when developing their cars. Audi
    I'm crazy for it."                                 agreed, and soon there after both
                                                       companies came together and created the
•   Never Follow - that
    captures the
    uncompromising spirit of
    Audi design and innovation.
    This campaign, and the
    promise to Audi drivers, is
    built on the "five nevers":
    Never quit. Never do the
    expected. Never rest on
    your laurels. Never think
    great is good enough.
    principles will continue to
    lead Audi to achieve
    excellence and be a leader
    in the automobile industry.

       Audi’s "Never Follow" theme
            Works Cited


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