The history of Audi dates back to early twentieth century when a former automobile engineer August Horch merged four small-sized car companies to establish auto union. After numerous mergers and acquisitions, the car company joined Volkswagen group in 1964 and spent the following two decades rebranding itself with success. Started with offering "Well-performing" products, Audi grew into a brand that opens a new realm of premium value with less conspicuousness and ostentatiousness.