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The modern era of Audi essentially began in the 1960s when Auto Union was acquired by Volkswagen from Daimler-Benz.

Several times he looked like he was on the verge of saying something but would just swallow his words and continue working, until he finally blurted out, "Father – audiatur et altera pars... " or "hear", which is "Audi" in the singular imperative form of "audire" – "to listen" – in Latin.

wouldn't it be a good idea to call it audi instead of horch? The idea was enthusiastically accepted by everyone attending the meeting.

His former partners sued him for trademark infringement.