AUDI is a German car manufacturer which produces cars under the Audi brand. The name Audi is based on a latin translation of the last name of the founder August "Horch", itself the German word for “hear." Another explanation for the origin of the name is as an acronym for “Auto Union Deutschland Ingolstadt." Audi is headquartered in Ingolstadt, Bavaria and has been an almost wholly-owned (99.7%) subsidiary of the Volkswagen Group ( Volkswagen AG ) since 1964. Volkswagen Group incorporated Audi when it was acquired as part of Volkswagen's purchase of the Auto Union and NSU Motorenwerke AG (NSU) assets. Audi 's corporate tagline is Vorsprung durch Technik, meaning "Advancement through Technology". The German-language tagline is used in many European countries, including the United Kingdom, and in other markets, such as Latin America, Oceania and parts of Asia including Japan. The North American tagline is "Innovation through technology", but in Canada the German tagline Vorsprung durch Technik is now used in advertising.