How did the car company Audi get its name?

The name Audi is derived from the surname of one of the four companies that merged to form Audi's predecessor, Auto Union. August Horch founded the original Horch company. When disagreements led him to leave and start a new company, he wanted to name it "Horch" again, but the name was legally unavailable. The German word "Horch" means "listen." The Latin translation of "Horch," "Audi," was chosen as the name for the new company.