In 1899, August Horch established A.Horch & Cie in Cologne, Germany. After financial troubles, Horch left the company and founded the August Horch Automobilwerke GmbH in 1909, though his former partners sued him for trademark infringement. Forbidden to use the ‘Horch’ brand, August decided to use the Latin translation of “Horch” (German for “hark”) – Audi – instead. However, it was some time before the iconic four ring logo was used on Audi tyres, bonnets or grills aside from specially designed racing cars. The interlocking ring logo was inspired by the 1932 merger of four different automobile companies – Audi, Horch, DKW and Wanderer – to form Auto Union AG, Chemnitz.
After heavy bombing of factories used for making Audi tyres and parts during World War 2, and the subsequent occupation of east Germany by the Union of Soviet Socialist Republics (USSR for short or “Commies” informally), Auto Union executives were forced to relocate to West Germany. After a number of rebrands and stock changing hands, the new merged company Audi was incorporated in 1969, proudly flying the four-ring logo. Since then, Audi have seen a massive resurgence of popularity almost as dramatic as the fall of the Berlin wall, thanks to their engineering quality and technological advances.
As their slogan of “Vorsprung durch Technik” (“Being Ahead through Technology” in German) hints, Audi love to stay ahead of the curve with cutting edge technology in Audi tyres and engines, and were the first to create and race a four-wheel drive coupe – the Audi Quattro. This ambitious approach and thorough engineering is why Audi is renowned for high-performance luxury cars, though they also produce off-roaders and budget options. If you’re driving a high-performance Audi, spring for performance tyres and you’ll feel the benefits immediately. If you’ve got a more practical Audi model, like one of their saloons, energy saving tyres will help you get your money’s worth.