When Audi founder August Horch was first deciding what to name his new company, he considered settling with his last name, according to Automotive News. However, his name was already being used by A. Horch & Cie. Motorwagen Werke, an auto company he helped found but later separated from.
Instead, Horch — which means "listen" in German — settled with Audi, the Latin translation of that word.