Horch

Brand Overview

Horch was a legendary German luxury automobile manufacturer established in 1899 by the pioneering engineer August Horch in Cologne, and later permanently relocated to Zwickau, Saxony. The brand came to define the ultimate zenith of pre-war European opulence, engineering sovereignty, and elite coachbuilt luxury.

In 1932, Horch became the structural anchor of Auto Union AG, occupying the fourth ring of the conglomerate's logo. Following World War II and the subsequent post-war consolidation under the Volkswagen Group, the Horch name was retired, but its direct genetic legacy lives on today as the ultra-luxury flagship tier within the Audi portfolio.

Development History

The company was founded by August Horch in 1899. Luxury cars were produced during the 1920s-1930s. Auto Union was joined in 1932. The brand ceased to be used in the 1940s. Revived as an Audi sub-brand in 2021.

Main Products

Primarily produces luxury passenger cars. Classic products include Horch 853, Horch 855, etc. Vehicles represented the highest level of German luxury cars in the 1930s.

Technical Features

Horch vehicles are renowned for exquisite craftsmanship, large-displacement engines, and luxury configurations. Advanced technology and luxurious interiors were adopted in the 1930s.

Market Position

In the German luxury car market of the 1920s-1930s, Horch was one of the top brands. It competed with Maybach.

Brand Status

In 2021, Horch was revived as an Audi sub-brand in the Chinese market, launching ultra-luxury models such as the Horch version of the A8L.