AUDI AG, is a German company which produces luxury cars under the Audi brand, pronounced /ˈaʊdi/. It is part of the Volkswagen Group. The name Audi is based on a Latin translation of the surname of the founder August Horch, itself the German word for “listen!" Audi is headquartered in Ingolstadt, Bavaria, Germany and has been a wholly-owned subsidiary of the Volkswagen Group since 1964. Volkswagen Group relaunched the Audi name when it was acquired as part of Volkswagen's purchase of the Auto Union and NSU Motorenwerke AG assets. Audi's corporate tagline is Vorsprung durch... Technik, meaning "Advantage 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. A few years ago, the North American tagline was "Innovation through technology", but in Canada the German tagline Vorsprung durch Technik was used in advertising. More recently, however, Audi has updated the tagline to "Truth in Engineering" in the U.S. The company traces its origins back to 1899 and August Horch.