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Since August Horch was prohibited from using "Horch" as a trade name in his new car business, he called a meeting with close business friends, Paul and Franz Fikentscher from Zwickau. At the apartment of Franz Fikentscher, they discussed how to come up with a new name for the company. During this meeting, Franz's son was quietly studying Latin in a corner of the room. Several times he looked like he was on the verge of saying something but would just swallow his words and continue working, until he finally blurted out, "Father – audiatur et altera pars. . .  wouldn't it be a good idea to call it audi instead of horch?" "Horch!" in German means "Hark!" or "hear", which is "Audi" in the singular imperative form of "audire" – "to listen" – in Latin. The idea was enthusiastically accepted by everyone attending the meeting. On 25 April 1910 the Audi Automobilwerke GmbH Zwickau (from 1915 on Audiwerke AG Zwickau) was entered in the company's register of Zwickau registration court.

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Travelling. I think that travelling is one of the most ancient occupations of people. In ancient time travelling was slow, tiring and even dangerous at times. Nowadays it is a miracle of speed and comfort. It goes without saying that horse carriages and steamboats of the past can’t be compared to our modern fast trains and ocean-liners, to say nothing of planes. But still there is something which unites modern and ancient travellers - it’s the spirit of adventure in their souls, the desire to see and expierence everything themselves. No one can choose between various means of transportation. Travelling by air is surely the fastest and the most convenient way of travelling. Travelling by sea or river is really cool if you are not seasick. Modern sea-liners look like real floating cities with all modern conveniences and a wide choice of sport and entertainment facilities. Travelling by train affords a great comfort for the people. They needn’t trouble about foodstuffs as there’s usually a dining- car in each train. If you are a great lover of nature, there’s nothing for you like travelling on foot. You can’t but observe many interesting things and admire the beautiful landscape around. I think that at present I prefer to travel by fast trains with dining cars. I love making myself comfortable in the compartment, getting acquainted with people, watching landscapes and cities fly by. I enjoy the noise of the wheels which always brings me sweet dreams. I travelled a lot by train and visited: Moscow, Petersbug, Odessa. I was greatly impressed by my trips. I hope that I’ll have more opportunities to travel in future. I’m looking forward to it with great pleasure.