{"id":171691,"date":"2025-05-28T08:31:56","date_gmt":"2025-05-28T15:31:56","guid":{"rendered":"https:\/\/blogv2prod.wpenginepowered.com\/blog\/?p=171691"},"modified":"2025-09-18T17:58:50","modified_gmt":"2025-09-19T00:58:50","slug":"what-car-brand-has-four-rings-audis-logo-and-history-explained","status":"publish","type":"post","link":"https:\/\/www.carparts.com\/blog\/what-car-brand-has-four-rings-audis-logo-and-history-explained\/","title":{"rendered":"What Car Brand Has Four Rings? Audi\u2019s Logo and History Explained"},"content":{"rendered":"<!DOCTYPE html PUBLIC \"-\/\/W3C\/\/DTD HTML 4.0 Transitional\/\/EN\" \"http:\/\/www.w3.org\/TR\/REC-html40\/loose.dtd\">\n<html><body><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><style>.kadence-column171691_8eb84b-bb > .kt-inside-inner-col,.kadence-column171691_8eb84b-bb > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column171691_8eb84b-bb > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column171691_8eb84b-bb > .kt-inside-inner-col{flex-direction:column;}.kadence-column171691_8eb84b-bb > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column171691_8eb84b-bb > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column171691_8eb84b-bb{position:relative;}@media all and (max-width: 1024px){.kadence-column171691_8eb84b-bb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column171691_8eb84b-bb > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column171691_8eb84b-bb inner-column-1 qk-look-widget\"><div class=\"kt-inside-inner-col\">\n<div class=\"wp-block-ultimate-post-row ultp-block-a5c252  qk-main-wrap\"><div class=\"ultp-row-wrapper\"><div class=\"ultp-row-content\">\n<div class=\"wp-block-ultimate-post-column ultp-block-ec58f9\"><div class=\"ultp-column-wrapper\"><style>.wp-block-kadence-advancedheading.kt-adv-heading171691_05a076-44, .wp-block-kadence-advancedheading.kt-adv-heading171691_05a076-44[data-kb-block=\"kb-adv-heading171691_05a076-44\"]{text-align:center;font-size:20px;font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading171691_05a076-44 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading171691_05a076-44[data-kb-block=\"kb-adv-heading171691_05a076-44\"] mark.kt-highlight{font-family:Inter;font-weight:500;font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading171691_05a076-44 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading171691_05a076-44[data-kb-block=\"kb-adv-heading171691_05a076-44\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<div class=\"kt-adv-heading171691_05a076-44 summary-title wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading171691_05a076-44\"><span>Summary<\/span><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Audi was founded by August Horch, who initially named his new brand after his surname. The name &ldquo;Audi&rdquo; came later when he had to start a new company but couldn&rsquo;t use the old name. &ldquo;Audi&rdquo; was the Latin translation of his surname.<\/li>\n\n\n\n<li>The four-ring logo came from the merger of four German automotive companies: Audi, DKW, Horch, and Wanderer. This occurred in 1932, forming the Auto Union. Each ring represents one of these founding brands.<\/li>\n\n\n\n<li>Auto Union had several ownership changes, including acquisitions by Daimler-Benz and later Volkswagen. Audi was rebranded and found success with new technologies and luxury models, eventually becoming the premium brand known for its &ldquo;Vorsprung durch Technik&rdquo; slogan.<\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n\n\n<p><a href=\"https:\/\/www.carparts.com\/audi\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Audi\">Audi<\/a>&rsquo;s founder is August Horch. His brand went through a lot of trials and tribulations before it became the name we know today. These included company mergers, financial difficulty, and several ownership transfers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Horch&rsquo;s Early Beginnings<\/h2>\n\n\n\n<p>Before he founded the company, Horch graduated with a degree in engineering and discovered that he had a talent for engine building. He worked for Karl Benz until he left this company in 1899 to make his own brand. Horsch&rsquo;s first automobiles were named Horch &amp; Cie Motorwerkes or Horch for short.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2025\/05\/August-Horch-1024x683.jpg\" alt=\"old image of August Horch\" class=\"wp-image-171775\" style=\"width:1450px;height:auto\" srcset=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2025\/05\/August-Horch-1024x683.jpg 1024w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2025\/05\/August-Horch-300x200.jpg 300w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2025\/05\/August-Horch-768x512.jpg 768w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2025\/05\/August-Horch-600x400.jpg 600w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2025\/05\/August-Horch-1200x800.jpg 1200w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2025\/05\/August-Horch-150x100.jpg 150w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2025\/05\/August-Horch.jpg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">Audi was founded by August Horch, whose early automobiles were named Horch &amp; Cie Motorwerkes&mdash;shortened to Horch. In 1910, a business partner&rsquo;s son suggested using the Latin translation of Horch&rsquo;s name, and thus the Audi brand was born. Image source: <a href=\"https:\/\/www.audi-mediacenter.com\/en\/photos\/detail\/august-horch-in-1936-member-of-the-supervisory-board-of-auto-union-ag-pictured-with-the-horch-853-sports-convertible-10054\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" aria-label=\"Audi Media Center\">Audi Media Center<\/a><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Renamed to Audi<\/h2>\n\n\n\n<p>Five years later, differences between him and the company&rsquo;s directors forced him to leave and start a new company. Since Horch wasn&rsquo;t allowed to reuse his old company&rsquo;s name, a business partner&rsquo;s son recommended using his name&rsquo;s Latin translation. And thus, Audi was born in 1910.<\/p>\n\n\n\n<p>What does Audi stand for? Since Audi is the Latin translation of the Horsch name, it roughly translates into &ldquo;listen&rdquo; in German.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">German Companies Merge<\/h2>\n\n\n\n<p>During the early 1900s, many new brands were founded to produce motorbikes and vehicles. Some of these brands included DKW and Wanderer. The former was one of the largest manufacturers of motorcycles and various vehicle parts. The latter made bicycles, motorcycles, and eventually vehicles.<\/p>\n\n\n\n<p>Tensions during World War I and economic predictions led to DKW spearheading a consolidation plan together with many other small German automakers. DKW acquired Audi in 1928, and then Horch and Wanderer in 1932. These four manufacturers were called Auto Union.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Story of the Logo<\/h2>\n\n\n\n<p>When the four companies merged, they needed a new logo. Four circles perfectly reflected the freshly joined brands, with each circle reflecting an individual brand. These rings overlapped in a Venn diagram style and the letters &ldquo;Auto Union&rdquo; were spelled out in the middle of the four rings.<\/p>\n\n\n\n<p>Despite the merger, each company still made vehicles with the logos of their original companies. The intersecting circles logo was only used to represent the newly merged Auto Union brands, not the vehicles produced by each company. This wasn&rsquo;t an issue because each brand catered to a specific market segment. Nevertheless, the merger allowed Auto Union to create a range of models while sharing components and production resources.<\/p>\n\n\n\n<p>But during World War II, three of the four companies encountered serious sales issues.<\/p>\n\n\n\n\n\n\n<h2 class=\"wp-block-heading\">Daimler-Benz Acquires Auto Union<\/h2>\n\n\n\n<p>Of the four brands, only DKW marketed new vehicles in the late 1940s. By the end of the 1950s, Auto Union had serious financial struggles. Daimler-Benz, a company group that would eventually evolve into Mercedes-Benz, acquired Auto Union in 1959.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Volkswagen Acquires Auto Union<\/h2>\n\n\n\n<p>Daimler-Benz immediately realized that the Auto Union brands weren&rsquo;t profitable. Thus, Auto Union was sold to Volkswagen in 1965. Despite comprising one of the four Auto Union companies, an Audi vehicle hadn&rsquo;t rolled out of a factory in more than 20 years.<\/p>\n\n\n\n<p>Before selling Auto Union to <a href=\"https:\/\/www.carparts.com\/volkswagen\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Volkswagen\">Volkswagen<\/a>, Mercedes invested in DKW to develop a new four-stroke engine. Once Volkswagen acquired Auto Union and DKW, it recognized that this new engine technology was the future. It immediately put the new engine in the last vehicle DKW made&ndash;the F102.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Final Audi Rebranding<\/h2>\n\n\n\n<p>The F102 was immediately rebranded as Audi to set it apart from the DKW name. They also used the Auto Union logo, removing the Auto Union label, and solidifying Audi&rsquo;s logo, which Audi uses until now. The F102 proved to be a turning point because of its new technology, making it a commercial success. In 1968, the Audi 100, a luxury midsize sedan, was released, marking a new era because it wasn&rsquo;t based on DKW technology.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Progress Through Technology<\/h2>\n\n\n\n<p>Audi coined its famous marketing slogan &ldquo;Vorsprung durch Technik,&rdquo; which means &ldquo;progress through technology.&rdquo; This slogan perfectly embodied the Audi brand. Many of its succeeding models, like the Audi 80 and Audi 200, stayed true to this motto. Audi&rsquo;s succeeding vehicles featured a range of technological innovations like Quattro, which catapulted Audi into rally racing success.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Luxury Powerhouse<\/h2>\n\n\n\n<p>In the &rsquo;90s, Audi released the <a href=\"https:\/\/www.carparts.com\/audi\/a8\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Audi A8\">Audi A8<\/a>, its first vehicle in the luxury car segment. This new model signified that it was shifting upmarket, going head-to-head with other German luxury brands like <a href=\"https:\/\/www.carparts.com\/bmw\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"BMW\">BMW<\/a> and<a href=\"https:\/\/www.carparts.com\/mercedes-benz\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Mercedes-Benz\">Mercedes-Benz<\/a>. It also introduced new manufacturing technology that utilized aluminum, making its vehicles lighter and more cutting-edge.<\/p>\n\n\n\n<p>The A8 model spearheaded the model designations that we still know today. From here, Audi would introduce the subcompact A3, compact A4, and midsize A5 sedan models. Audi would also introduce the <a href=\"https:\/\/www.carparts.com\/audi\/q3\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Audi Q3\">Audi Q3<\/a> and <a href=\"https:\/\/www.carparts.com\/audi\/q5\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Q5\">Q5<\/a>, which are the brand&rsquo;s SUVs. Audi&rsquo;s sales would continue to increase over the years, reaching over 1.7 million units sold annually with the brand&rsquo;s consistent additions to its product portfolio.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Keep Your Audi Running Smoothly<\/strong><\/h2>\n\n\n\n<p>Audi&rsquo;s history proves how far a brand can go with strong engineering and steady innovation. The same applies to keeping your own car in top shape: the right parts keep performance sharp and driving enjoyable. Whether you&rsquo;re behind the wheel of a modern Audi, a classic BMW, or another European favorite, good parts make all the difference.<\/p>\n\n\n\n<p>That&rsquo;s where <strong>CarParts Euro<\/strong> comes in. It&rsquo;s your one-stop shop for quality Euro parts, all in one place. Whether you drive a Mercedes, BMW, or any European icon, you&rsquo;ll find premium components from top brands designed to match your vehicle&rsquo;s pedigree.<\/p>\n\n\n\n<p>Precision is everything. For peak performance, choose parts trusted by automotive engineers, including Bosch, Meyle, and Continental, all designed for exact fit and excellent results. Backed by CarParts.com, a trusted name in auto parts, CarParts Euro makes it easy to find <a href=\"https:\/\/www.carparts.com\/euro\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Euro car parts in the US\">Euro car parts in the US<\/a> with confidence and convenience. Visit CarParts Euro today and give your vehicle the parts it deserves.<\/p>\n\n\n\n<p><\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Audi&rsquo;s founder is August Horch. His brand went through a lot of trials and tribulations before it became the name&#8230; <a href=\"https:\/\/www.carparts.com\/blog\/what-car-brand-has-four-rings-audis-logo-and-history-explained\/\" rel=\"nofollow\">Read More<\/a><\/p>\n","protected":false},"author":1651,"featured_media":171774,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[4506,53,3770],"tags":[139],"ppma_author":[2607,3269],"class_list":{"0":"post-171691","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-european-cars","8":"category-features","9":"category-trivia-and-history","10":"tag-audi","11":"entry"},"acf":{"adrotate_specific_mobile_ad":"","adrotate_specific_desktop_ad":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Car Brand Has Four Rings? Audi\u2019s Logo and History Explained - In The Garage with CarParts.com<\/title>\n<meta name=\"description\" content=\"Learn the story behind Audi&#039;s four-ring logo, its founder August Horch, and the merger of four German auto brands that created the iconic emblem.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.carparts.com\/blog\/what-car-brand-has-four-rings-audis-logo-and-history-explained\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Car Brand Has Four Rings? 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Guided by CarParts.com&#039;s thorough editorial process, our team strives to produce guides and resources DIYers and casual car owners can trust.\",\"knowsAbout\":\"Auto Repair, Car Maintenance, Auto Parts, Car Reviews\",\"publishingPrinciples\":\"\\\/blog\\\/our-team\\\/\",\"url\":\"https:\\\/\\\/www.carparts.com\\\/blog\\\/author\\\/thecpteam\\\/\",\"sameAs\":\"https:\\\/\\\/www.facebook.com\\\/carpartscom, https:\\\/\\\/twitter.com\\\/CarPartscom, https:\\\/\\\/www.youtube.com\\\/@CarPartscomOfficial\\\/, https:\\\/\\\/www.instagram.com\\\/carpartscom\\\/\"},{\"@type\":\"Person\",\"$id\":\"1651\",\"name\":\"Lisa Conant\",\"jobTitle\":\"ASE Master Automobile Technician\",\"description\":\"Lisa Conant grew up in Canada around a solid contingency of gear heads and DIY motor enthusiasts and isn\u2019t afraid to get some grime under her own fingernails. 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