Latin!

August did.

August Horch lived in Germany … and started a company to build cars that he named after himself … the Horch Automobile Works … and things started off ok … until August had a falling out with the other owners and left to start a new competitor that he wanted to name Horch as well … but you can imagine his previous partners were none too pleased and sued August … well the German Supreme Court sided with the partners saying Horch was now a registered trademark … so August needed a new name for his new company … well one day he was arguing over possible names with some close associates at their apartment and they couldn’t agree on anything … until the son of one of the associates who was doing his Latin homework in a corner of the room and had overheard the discussions simply said since Horch roughly meant to listen or hear in German maybe use the Latin equivalent of to listen instead … the name stuck.

Today, 110 years later, the automotive company August Horch named after the Latin version of his last name Horch is one of the most recognized brands, let alone automotive brands, worldwide … and it is definitely is more fun to say than I drive a Horch … Audi

Audi is a great idea because a great, meaningful name can really drive success!