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A man called August Horch founded the Company called Audi. " Audi" is the Latin translation for "Horch" and he took that name because he wanted to build cars under his own name. So the brand "AUDI Automobilwerke GmbH" was registraded in 1910. Until the First World War some of the cars built under the Audi name won several rallies, which helped to establish the name worldwide.