이선욱. 2010. 영어 리딩 무작정 따라하기 (58) 아우디(Audi)

출처: 이선욱. 2010. 『영어 리딩 무작정 따라하기』. 길벗이지톡.

영어 리딩 무작정 따라하기 저자 : 이선욱 출판 : 길벗이지톡 2010.01.05 상세보기

6장. 그거 꼭 사고 싶더라! 브랜드

8. 브랜드 아우디에 얽힌 비밀

 

One of the best-known luxury car brands in the world is Audi. There is an interesting story about how the Audi brand came to be. In the early 1900s, a German engineer named August Horch founded a car company, only to break rank with his partners in 1909 over a dispute.

 - break rank with: 동료와 의견을 달리하다

 cf. break rank: 대오가 흐트러지다, 열이 흐트러지다, 흩어지다, 단합하지 않다

 - dispute over: ...에 대해 논쟁하다

 

As soon as he had been forced out of the company, he launched a new car brand, which he also named after himself. 

 - force out of: 강제로 퇴출/사직시키다

 

However, his former partners sued him for using the Horch brand. Ultimately, the courts ruled in favor of his partners for a trademark violation. Now that a decision had been handed down, Horch had to scramble to come up with a new brand name.

 - now that: ...이므로, ...이기 때문에

 - hand down = announce: 결정/진술 등을 공식적으로 내리다, 공표하다

 - scramble to V: 황급히 (서둘러) ...하다, 앞다투어 ...하려 하다

 

During a meeting with associates at his friend's house, the friends' son, who was studying Latin exclaimed "Audiatur et altera pars"―"Wouldn't it be a good idea to call it audi instead of horch?"

 - associate: 동료, ...와 어울리다

 

Audi is the Latin word for horch, which means "hear." The name was adopted.

 

[참고] 위키피디아

https://en.wikipedia.org/wiki/Audi

Audi - Wikipedia

 

[참고] Online Etymology Dictionary

https://www.etymonline.com/word/*au-?ref=etymonline_crossreference

*au- | Origin and meaning of root *au- by Online Etymology Dictionary