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The Antique Expression

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The Antique Expression Volume 57, Issue 7 Aug.—Sept., 2015 Why isn’t your AUDI called a HORCH instead? By Audi Reinthaler Perhaps it could have been, if history had been just a bit different. August Horch (pronounced Hork-uh) was a In these regards, Horch’s career arc young German engineer who, after working was similar to that of another auto- for Karl Benz for years, started his own motive pioneer, Ransom E. Olds, automotive business in 1899. In 1901, he who started Oldsmobile. Just as Olds produced the first automobile of his own. It was forced out of the company he was called the Horch somewhat under- founded and prevented using his own standably. The company grew steadily and name for another automotive brand, attained a reputation for high quality, Horch found a way in 1910 to form durable and fast automobiles; in 1906 a another eponymously named auto- Horch won the equivalent of the world mobile company. While Olds started driving championship. But trouble was REO (using his own initials), Horch brewing with investors and stockholders and some of his associates went out An AACA Award Winning Newsletter Horch had brought in to help him get the and formed the August Horch Gulf Coast Region, Houston, Texas company off the ground. Automobile Works and were promptly sued by his former associates for The Antique Expression After a dispute, in 1909, he left, or was infringement of their company name. squeezed out of, his own company. And in a The German Supreme Court ordered legal settlement with his former business partners, Horch was prevented from using Continued on page 2. his own name for any other auto venture. Inside this issue: Original Big Anniversary Numbers 3 Horch logo Club Logo ? 7 Caroline’s Car 8 The Antique Expression (Continued from page 1) pressed into service as a supplier to the German Horch to rename his new firm. The new partners military. The company paid a terrible price for being held a meeting at the home of one of them, on the losing side. The company’s remnants after which was held in the evening when the host’s WWII made a variety of small motorcycles and econ- teen-aged son was doing his Latin homework at omy cars under the DKW badge. the dining room table. The partner’s argu- ments were rapidly getting nowhere, when the boy finally burst out, and exclaimed, “Call the new car AUDI! Which means Horch in Latin (& in English: to listen). The name was enthusiasti- cally received by the partners, and remains today on the car. Horch stayed at the helm of Audi for a decade, but at age 52, he retired from its board of management in 1920. Eight years later, Jorgen Auto Union: Horch, DKW, Wanderer, Audi Skafte Rasmussen, a Danish businessman who Horch, the man, became a university professor after had just acquired the American Rickenbacker the war, and lived until 1951. The main Horch automobile brand and the German steam car factory in Zwickau ended up in East German hands, maker, DKW (Dampfkraftwagen), also bought and a small Horch-badged automobile was produced Audi. By 1932, thanks to the economic vagaries there, 1955-1958; after that, the Horch brand was of the Great Depression, there was another odd discontinued, and the factory began producing the convergence in the industry as several money- infamous Trabant. Mercedes-Benz actually acquired losing German auto companies merged in an what was left of Auto Union in 1958, but then, in effort to stay alive. turn, dumped the parts it didn’t want on Volkswagen in 1964. VW tried to stamp out any remnants of Wanderer, another small German marque, and Auto Union, but a few employees of the old company the original Horch company merged with the remained, and they refused to let the beloved mar- Audi and DKW brands; the result was called the que die. Secretly, they developed a new car. To Auto Union. Its logo, emblematic of the make a long story shorter, that car found its way to merging of the four companies, became four market in 1968 as the Audi 100. So, that is how Audi interlocking rings. And, in a final irony, August was reborn. Horch was asked to return and become a member of the company’s supervisory board. But why revive the Audi name, and not the more storied Horch? The East Germans still claimed the Although the company produced vehicles rights to the Horch name, even though they’d badged as the “Auto Union”, automobiles with snuffed out the brand a decade earlier. But that the Horch name – its logo was a capital “H” with claim became moot when the Berlin Wall fell, and the letters HORCH atop it, like jewels in a crown Germany was reunited in 1992. – were also produced. These vehicles – few in So there, that’s why your Audi doesn’t wear a Horch number and marketed only to a very exclusive logo. But maybe, in its soul, it really is a Horch. clientele – were meant to compete against the Mercedes-Benz 540K and similar cars. World War II interrupted the whole enterprise. Auto Union, which was making some of the most amaz- ing racing cars of all times, was (Continued on page 10) Page 2 Volume 57, Issue 7 BIRTHDAYS in August From The President Lee Brown 8/1 Leon Ahlers Tonya Ornduff 8/1 Pam Ahlers 8/2 Here is an interesting thought to pon- loving and knowledgeable friends Laura Charleson 8/2 der: what if I wake up tomorrow who will gladly assist in the fair and Mike Stargel 8/3 Bea Erwin 8/9 morning, dead? A recent article in equitable disposition of our assets, Audi Reinthaler 8/10 the Antique Automobile by West Pe- and then there are the cursed jackals June Crane 8/11 terson prompted this, as he dis- and buzzards who, upon reading a Jerry McCurry 8/14 cussed the work involved in sorting death notice, will pounce upon the Troy Dehne 8/20 through and cataloging the parts col- grieving relatives to try to turn a Julie Collins 8/24 lection of a deceased friend. Good quick buck. I know (or hope) that Norma Moore 8/26 piece, however, in my opinion, he did you love your heirs, but they may not Linda Tucker 8/28 Bill Womack 8/29 not carry it far enough. We can talk be as savvy as you on the value of Mike Peterson 8/31 about how our cars are to be sold or your cars, parts, and other collect- go to certain people, but what about ables, so to aid in the process of the mountain of parts you have squir- valuation, leave written estimates, BIRTHDAYS in September reled away? Sometimes these are updated yearly, on the true dollar worth as much as the vehicles which value of your items. Also include a Patrick Mahoney 9/2 they fit. I have seen instances (one list of anything which has been prom- Ron Stein 9/3 in this club) where a Swell Old Boy ised to anyone, family or not, and the Ann Bartlett 9/4 (SOB) came in and swore with all agreed-on price. If your family is not Bill Seward 9/6 sincerity to the family that "he prom- comfortable selling your things, ask a Mary Ann Derby 9/9 ised me that car and those parts" friend or fellow member who has Jim Johnston 9/11 almost before the decedent was knowledge of the items for help, and Jean Beerbower 9/13 Donna Romeo 9/15 even buried. It’s chilling how callous offer compensation. Auction houses James L. Simmons 9/15 some people can be in these situa- usually get ten percent and Diana Forbes 9/30 tions, especially when there are no more. Finally, upon the death of a written instructions, just fuzzy recol- serious hobbyist and you are now in lections and outright chicanery. charge, lock the door to the shop See you August 10th! This hobby can be both a blessing until an inventory can be made, pric- and a curse; we are blessed with ing can be determined, and out of respect, don't hold the sale until the AUGUST Anniversaries deceased is at least comfortable in his or her new surroundings. Ted & Evelyn Hiesser 8/6 (60th!!!!) th Charles & Patricia Logan 8/8 (55 !!!) Don’t forget! Robert & Elaine Bullard 8/10 (42nd!!) th The Antique Expression Don & Mary Lou Boggus 8/26 (55 !!!) Michael & Caroline Calistrat 8/26 (58th!!!) Publication Changes Average this month is 54 years!! Wow! SEPTEMBER Anniversaries After this August-September issue, we will have an AE for October-November, published in Oct. and then one in December, also covering January. We will be Ben & Jean Beerbower 9/3 (66th!!!!) Herb & Barbara A. Wahlberg 9/8 (41!!) sending a postcard to remind you of upcoming club Ollin & Nell Willis 9/12 (57th!!!) meetings and events in the interim months. Michael & Bonnie Peterson 9/30 (61st!!!!) Average this month is 56 years!! Incredible! AE Publication dates: August, October, December. Get your news in early, especially dated information. Page 3 The Antique Expression Secretary’s Column A.A.C.A. Gulf Coast Region Secretary’s Report black crepe paper on the bank also made Oreo Truffles. They were AACA Gulf Coast Region statement, stand around it shaking so delicious and popular that I didn’t General Meeting our heads, and say how natural it get a chance to try them until young 8 June, 2015 looks.
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