BMW, Mercedes, Audi – The most desired German luxury trio

Ever since I got passionate about cars, the German luxury trio have been my dream machines. In fact, everyone dreams of cruising in these luxury power machines.

More than the cars, they have a mysterious aura built around them. Who doesn’t want the wonder gazes while driving these man made beauties.

The history of these companies and their logo evolution are as interesting as their irresistible appeal. I am not writing something new or out of the box, but I feel a sense of passion and fulfillment while going through their history and sharing the crux with you.


Company History: Bayerische Motoren Werke AG or Bavarian Motor Works popularly known as BMW is a German automobile, motorcycle, and engine manufacturing company. It also owns the brands of Mini and Rolls-Royce cars.

BMW was established after the restructuring of Rapp Motorenwerke aircraft manufacturing firm in 1917. In 1918, after world war, BMW stopped producing aircraft engines and started manufacturing motorcycles in 1923 and automobiles in 1928.


Logo: The logo popularly known as roundel was created in 1917. Although there are many stories about the origin of logo, but there is every reason to believe that the logo is derived from the Bavarian flag design of blue and white. BMW logo shows the strong connection of it with the place of birth of the company.

Mercedes – Benz

Company History: In October 1883, Gottlieb Daimler and Wilhelm Maybach founded Benz & Cie. and in 1890 Carl Benz founded Daimler-Motoren-Gesellschaft (DMG) in Mannheim, Germany.

In June 1926, the two oldest motor manufacturers merged to form Daimler-Benz AG.

In 1998, Daimler-Benz AG bought the American automobile manufacturer Chrysler Corporation, and formed DaimlerChrysler AG.

When the Chrysler Group was subsequently sold off to Cerberus Capital Management and renamed Chrysler LLC in August 2007, the name of the parent company was changed to simply Daimler AG within two months.

Mercedes-Benz is now a multinational division of Daimler AG. The brand is used for luxury automobiles, buses, coaches, and trucks. The headquarters of Mercedes-Benz is in Stuttgart, Baden-Württemberg, Germany.


Logo: In 1897, Austrian businessman Emil Jellinek secured the franchise for selling Daimler cars in different countries under the Mercedes brand name. Mercedes was the name of his 9 year old daughter.

The Mercedes trade name was registered after Daimler’s death in 1900 and the 3-pointed star became the trade mark. The star symbolizes the growth of the business into transport on land, sea and air.

Benz was the brand name used by Karl Benz for luxury cars manufactured by Daimler-Motoren-Gesellschaft (DMG). Carl Benz enclosed his name in a cogwheel to exemplify the solidness of his engineering works at Mannheim. The cogwheel later became a laurel wreath.

The current logo is the result of the mix of both Mercedes and Benz logo. The Mercedes Benz has evolved over the years to become the most recognized brand of luxury cars.


Company History: Audi has been a majority owned (99.55%) subsidiary of Volkswagen Group since 1966. It is headquartered in Ingolstadt, Germany.

It is founded by August Horch in 16th July 1909 as August Horch Automobilwerke GmbH. He later changed the name to Audi Automobilwerke GmbH Zwickau (from 1915 on Audiwerke AG Zwickau) on 25th April 1910. The name Audi is based on a Latin translation of the surname of the founder August Horch. “Horch”, meaning “listen” in German, becomes “audi” in Latin.

In 1932, Audi merged with Horch, DKW and Wanderer, to form Auto Union AG. Daimler-Benz AG acquired the Auto Union GmbH in 1958.

Volkswagenwerk AG acquired the majority of shares in Auto Union GmbH in December 1964, with Audi becoming a fully owned VW subsidiary from the end of 1966.

In March 1969, NSU Motorenwerke AG, which had just been taken over by VW, and the Ingolstadt-based Auto Union GmbH merged to form Audi NSU Auto Union AG.

In January 1985, Audi NSU Auto Union AG was renamed AUDI AG. At the same time the company moved its head office from to Ingolstadt. From this time forward automobiles and the company had the same name.


Logo: As mentioned above, in 1932, Audi merged with Horch, DKW and Wanderer, to form Auto Union AG. The four rings of the Audi badge symbolize the brands Audi, DKW, Horch and Wanderer.

These cars are the symbols of German precision and utmost perfection. I simply love these man made marvels. What about you?

Hardeep Handa

Hardeep Handa

I am a seasoned marketing professional. I am ardent reader and avid writer. Management and technology equally excite me. I write regularly in my blog and

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