What do the four rings stand for that make up the Audi symbol? Is there more meaning to these four striking rings linked together? The answer is yes. The four rings actually symbolize a time where four separate motor vehicle manufactures merged together in 1932 to create the company we recognize today as Audi. These four companies: Audi, DKW, Horch and Wanderer are the foundation that keep Audi stronger than ever. Each one of them made a considerable impact on the automobile industry in Germany and together they became the second-largest motor vehicle company at the time. Before Horch, no other person or company had used cast aluminum for cars’ engines. After some success and record breaking car sales Horch left the company he founded for another venture. Since his name for his previous company was taken he decided on translating his name into latin; which translated into “Audi.” Although Audi faced great success with innovative changes like becoming the first motor vehicle company to relocate the steering wheel to the left and the gear lever to the center, the deluxe car market was suffering. It was then purchased by Jörgen Skafte Rasmussen of DKW.
In order to thrive in a market a great sales person or company must recognize and adjust expectations with the status of the economy. Rasmussen knew the market well and played to it. He recognized the potential that six and eight-cylinder engines had but decided to focus on smaller cars. Instead the DKW Front was built. In Germany, it was the most-produced and popular small car of its day. In the 1920s DKW also focused it’s goals on a different kind of industry; motorcycles. They became the biggest manufacture of motorcycles in the world and became a leading engine manufacturer.
Innovative, luxurious, unique looks and excellence; these are what all these companies strive to achieve. And Wanderer was no exception. Wanderer was defined by their reliable cars and by exceptional quality. Despite having these outstanding the qualities Wanderer could not compete with the economy and sales did not do as well as hoped. Dresdner Bank, the largest shareholder moved to sell the automotive division and to expand on machine tools and office machinery operations. Selling what he can no longer profit off of and working instead what still can be used to make something great, was a smart move.
The transition from what was once four separate companies with various ideas and goals did not happen overnight. It took years to shape and form the brand recognized today. These four companies did well on their own but stood stronger together. This is what makes Audi such a respectable and sought-after brand. From failures comes great success and knowledge. Learn from past mistakes and continuously modify and improve. This is what makes Audi four rings strong.