A newspaper ad from a Berlin daily in the 1920s.

“Whole Berlin Drives a Horch“, a 1920s advertisement for a Horch 8, a beautiful automobile produced by a car-manufacturer company established in 1899 in Köln-Ehrenfeld.

In 1904, its founder and namesake, August Horch, moved the factory to the Saxonian city of Zwickau (now probably better known as the cradle of the car of the DDR, the unforgettable Trabant). Horch, however, left the company only five years later, in April 1909 (due to a conflict with the board of supervisors). Not even half a year later he started a new enterprise in Zwickau: another car factory.

August Horch in his Horch Torpedo 11/22 PS during the 1908 race Prinz-Heinrich-Fahrt from Berlin to Frankfurt am Main (via Stettin, Kiel, Hamburg, Hannover, Köln and Trier).

Unable to use his own surname for the brand – Horch lost a court case against the old company he established – he and his partners came up with a very clever idea. They translated the old name into Latin and so horch (hear!) became Latin Audi.