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Audi Tradition

Audi Tradition in Goodwood: revival of the Silver Arrow era

The eventful and varied history of AUDI AG extends back to the 19th century. Find out more about the great personalities from the brand’s 100-plus years of history. Learn about the fascinating evolution of the various models and major milestones in the fields of car manufacturing, engine production and motor racing.

Recent Press Releases

  • 06/21/22
    Company

    How the four rings became the Audi trademark: Auto Union AG founded 90 years ago

    As Audi’s trademark, the four interlocking rings symbolize the June 29, 1932 merger of four previously independent automobile manufacturers: Audi, DKW, Horch, and Wanderer. They are the roots of today’s AUDI AG.
  • 06/14/22
    Company

    Audi Tradition shows legendary cars in Berlin

    “AHEAD – Stories of Transformation” – this is the name of the current exhibition at Volkswagen Group’s representative office in Berlin. In it, the Group stages its transformation as a journey through the model history of its brands, spinning out the story to today, with the automotive industry undergoing its greatest transformation to date. Audi Tradition is chipping in three legendary cars, a cutaway model, and a wealth of information to the show, thus putting “Vorsprung durch Technik” on display in Germany’s capital – for example, the lightweight design of the Audi A2 or the engineering expertise that inspired the legendary Audi quattro; the rally version of the latter is also on display in Berlin. 120,000 visitors have already seen the exhibition at the Group’s representative office at Friedrichstrasse 84, Berlin. It is still open daily from 10 AM to 7 PM until the end of 2022; admission is free.
  • 06/10/22
    Company

    Audi captures the zeitgeist with this car: first Audi 80 unveiled 50 years ago

    It establishes the B series, is both a pioneer of innovative technology and a trendsetter, and becomes the first million-seller for the brand with the four rings: the Audi 80. The significance of the compact sedan for Audi and the Volkswagen Group is indisputable – not least because the Audi 80 pioneers the modular design.
  • 05/13/22
    Company

    Audi Tradition is retrieving treasures from motorsports history from its hallowed halls

    Experience a century of racing history – Audi Tradition is making it possible: In celebration of International Museum Day under the motto “Discover Museums with Joy,” Audi Tradition will fire up an impressive selection of motorsports cars from its historical collection on Sunday May 15. In doing so, it will display enormous range and development in racing: from the Audi Type C “Alpensieger” and the legendary Auto Union Silver Arrow models to the Audi Sport quattro S1 from the rally era of the 1980s and the 2022 Dakar Rally car, the Audi RS Q e-tron. The Audi museum mobile is open Sunday from 10 AM to 4 PM. Admission is free. Visitors can also expect to find a diverse program of events at the Audi Piazza at the Audi Forum Ingolstadt.
  • 02/02/22
    Company

    Off to the museum via app: Audi Tradition goes digital with its new special exhibition “Der fünfte Ring“

    – In its new special exhibition “Der fünfte Ring,” the Audi museum mobile in Ingolstadt is providing a comprehensive overview of the long-established NSU brand’s history and commemorating the eventful past of Audi’s “fünften Rings“ with numerous exhibits. The new Audi Tradition app will also be launched on February 2 to coincide with the new special exhibition. It serves as a virtual tour guide for visitors to the museum and, as a digital companion, allows them to enjoy the museum experience while on the road or at home. „Der fünfte Ring“ will be on display at the Audi museum mobile from February 2 through September 24, 2022; currently, visitors must either be fully vaccinated or have recovered from a COVID-19 infection and present a negative COVID-19 test or proof that they have received a booster vaccination.

Historic Models

01/01/15
Company

Audi

After parting company from Horch Motorwagenwerke AG, August Horch established a new company in 1909, again with the declared aim of building automobiles. Since Horch was unable to make further use of his own name as an automobile brand, he resorted to the device of translating his own name into Latin: “Horch“ (“Listen!“) became “Audi”. This was the starting point for the Audi factory in Zwickau.
01/01/15
Company

Auto Union

On 29 June 1932, Audiwerke, Horchwerke and Zschopauer Motorenwerke/DKW merged on the initiative of the State Bank of Saxony to form Auto Union AG. At the same time a purchase and leasing agreement was concluded with the Wanderer company for the acquisition of its automobile department. The new group had its headquarters in Chemnitz. When Auto Union AG was established, it was the second-largest motor vehicle manufacturer in Germany. The four interlocking rings chosen as its emblem symbolised the indissoluble unity of the four member-companies. The brand names Audi, DKW, Horch and Wanderer were retained. Each of the four brands was allocated a specific market segment within the new company: DKW (motorcycles and small cars), Wanderer (medium-size cars), Audi (cars in the upper midsize market segment), Horch (top-class luxury cars).
01/01/15
Company

DKW

Established originally in 1902 as Rasmussen & Ernst in Chemnitz, the company moved to Zschopau, in Germany’s Erzgebirge mountains, in 1907. It first manufactured and sold waste steam oil traps and other components for steam raising plant, and later added centrifuges of all kinds and painting equipment to its product range. It also supplied car parts such as mudwings and vehicle lighting. The company's founder Jörgen Skafte Rasmussen began to experiment with a steam-driven motor vehicle in 1916, registering "DKW" as a trademark. By 1919 the company’s name had been changed to Zschopauer Motorenwerke and it was manufacturing small two-stroke engines. This led in 1922 to the successful introduction of motorcycles bearing the DKW name. The first small DKW motor car appeared on the market in 1928.
01/01/15
Company

Horch

By the end of the nineteenth century several companies in Germany were already building cars. Among them was August Horch & Cie., established on 14 November 1899 in Cologne. August Horch was one of the pioneer figures of automotive engineering. Before setting up business on his own, he worked for Carl Benz in Mannheim for three years as Head of Automobile Production. In 1904 August Horch moved his business to the town of Zwickau and transformed it into a share-issuing company. Following differences between the Executive and Supervisory Boards, August Horch left his company in 1909.
01/01/15
Company

NSU

The NSU company was founded in 1873 by two mechanics from the Swabian region of Germany in the town of Riedlingen an der Donau. Seven years later it moved to Neckarsulm. In the first 20 years of its existence, it manufactured knitting machines. In 1886 the proprietors of the knitting machine factory opened a department devoted to building bicycles. From then on, two-wheeled road vehicles were to govern the company’s fortunes. Motorcycle production started in 1901, and the company’s first cars appeared five years later. Car production ceased in 1929, however, when the company decided to concentrate fully on its bicycles and motorcycles. It was almost three decades later, in 1958, when car production recommenced in Neckarsulm. On March 10, 1969 Auto Union GmbH, Ingolstadt joined forces with NSU Motorenwerke AG, Neckarsulm. The new company, known as Audi NSU Auto Union AG, was established retrospectively from January 1 onwards and had its head offices in Neckarsulm.
01/01/15
Company

Wanderer

In 1885, the two mechanics Johann Baptist Winklhofer and Richard Adolf Jaenicke opened a repair business for bicycles in Chemnitz. Shortly afterwards they began to make bicycles of their own, since demand at that time was very high. These were sold under the brand name Wanderer, and in 1896 the company itself began to trade as Wanderer Fahrradwerke AG. Wanderer built its first motorcycle in 1902. The idea of branching out into motor car production was finally put into practice in 1913. A small two-seater that people nicknamed "Puppchen" (loosely translated as “Baby Doll”) heralded in Wanderer's tradition of motor car production that was to last several decades.
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