name is based on the founder, August Horch. "Horch", meaning "listen", becomes "Audi" when translated into Latin. The four rings of the Audi logo represent one of four car companies that banded together to create the company. Audi's slogan is Vorsprung durch Technik, meaning "Advancement through Technology". Audi is part of the "German Big 3" luxury automakers, along with BMW and Mercedes-Benz, which are the three best-selling luxury automakers in the world.