The roots of Audi

• 1899 - The Horch company is established

• 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.

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 manufacturing.

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.

1921 - Audi 1921 - Audi introducesintroduces left-hand drive left-hand drive

• 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 1920s.

History of the Four RingsHistory of the Four Rings

• The Audi emblem of the four rings denotes one of Germany's oldest automobile 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 carscars• 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.

• Volkswagenwerk AG acquired the majority of shares in Auto Union GmbH in December 1964 (effective January 1, 1965). Audi became a fully owned VW subsidiary at the end of 1966. 1964 VW takes over1964 VW takes over

1965 The "new" Audi • 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 1965.

Setting a new standard in the Audi brand• On November 26, 1968, Auto Union invited dealers and the press

to attend the presentation of the newly designed Audi 100 at the Ingolstadt City Theatre. This model, developed by chief engineer Dr. Ludwig Kraus, took Audi into the competitive market segment of the upper mid-size class for the first 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.

Audi manufactures automobiles in 3 categories, which are-

•The Executive Class1.Audi A42.Audi A53.Audi A64.Audi A75.Audi A8 (Full-size Luxury Car)

Logo of audi

Audi website Official website = www.audi.com ,Official india audi website = www.audi.in

SWOT Analysis Audi

Strengths•Brand Reputation.•Technology, creativity and innovation.•Large panel of products.

SWOT Analysis Audi

Weakness•Doesn't operate on the huge scale.•Concentrates only on the high class market.•No subvention for higher models (A6, A8).

Audi’s "Never Follow" themeAudi’s "Never Follow" theme

• 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. NEVER FOLLOW.

• These principles will continue to lead Audi to achieve excellence and be a leader in the automobile industry.