The company established by August Hoch in Zwickau on July 16, 1909 could not again take its founder's name for reasons of fair trade. Hoch found a new name for the company by translating his name, which means "hark!", "listen!", into Latin. So it was that the second company to have been set up by August Hoch commenced operations under the name Audi Automobilwerke GmbH, Zwickau, on.
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