Horch in America: Auto Union’s Pre-War American Venture and Post-War Motion Picture 15 Minutes of Fame

Editor’s Note: With RM Sotheby’s auction of the 1939 Horch 855 Special Roadster by Gläser #855007 that starred in “This Earth is Mine” with Rock Hudson in 1959, we were reminded that this particular pre-war roadster was also part of a story published in quattro Magazine’s Q4_2021 issue. That story about both the This Earth is Mine 855 and Horch’s pre-war plans to set up business in America by selling the 670 V12 never ran on this blog, so we’re publishing it now as further context.

words: Steven Johnson, photos: Audi Tradition & Universal Pictures

Though it may be a multi-time Pebble Beach Concours winning marque and one of the most exclusive pre-war car manufacturers, the Horch marque has precious little history in the United States.

Horch was only offered as a stand-alone brand once in the United States from late 1931 to early 1932. For $8,500, European Motors, Inc. of New York City would sell you a Horch 12 “Sport Cabriolet” powered by a V12 engine boasting “…the highest grade American Carburetor, American Ignition, and American Clutch which makes this car extremely practical for use in the Country.” For the purists, this car was a Model 670. Just how did European Motors do in the market? First some background.

The Horch – Audi Connection

You probably already know the Horch brand is one of the four rings in the Auto Union and later Audi logo, but the connection is a bit complicated. On May 10, 1904, August Horch founded the Horch & Cie. Motorwagenwerke AG. But in 1909, the company’s founder was forced out by his own Board of Directors. Still wanting to make cars but no longer owning the rights to produce them under his own name, August Horch used a play on words to get around that detail. Audi is the Latin translation of the old German word “horch”, meaning to listen (as in listen up!). Thus on April 25, 1910, he founded his new car company, Audi, as Audiwerke GmbH.  

Back to Horch, now sans August

In 1931, the United States represented the world’s largest car market, even during the world-wide Great Depression. And the wealthiest Americans were still buying luxury cars from brands like Cord, Duesenberg, Packard, and Cadillac. So why shouldn’t Horch try to compete? They now had a true halo car with which to do so – the Horch 12. 

The Horch Type 12 Model 600/670 was manufactured from November 1931 to September 1934 with a total of only 53 units built. Powered by a 6-liter 120 horsepower V12 engine, it was capable of an 87 MPH top speed. This was the only V12 equipped Horch and a direct competitor to other premium brand halo cars. So what’s not to like about those specs for a true car enthusiast? Perhaps the cost. American premium brands sold for about half the $8,500 Horch asking price. Perhaps the timing as well.

Late 1931 into 1932 was arguably the worst point in the Great Depression. Even U.S. manufacturers were selling relatively few luxury cars. But ultimately it was the merger of Horch, Audi, DKW, and Wanderer that formed Auto Union on June 29, 1932, that ended Horch sales in America. Unfortunately, there’s no data on how many Type 12s were actually sold during this venture. Antique car enthusiasts estimate there are only a handful of Horch of all types in America but there is at least one Type 12 Model 670 Cabriolet. Part of the Blackhawk Collection in California, this 1932 example believed to be only one of two in existence was offered for sale during Monterey Car Week in August this year. It was delivered new in London thus not originally sold by European Motors, Inc. And there’s another American-owned Horch you may have seen or heard of that’s a bit famous.

15 Minutes of Fame

The 1939 Horch 855 Spezial Roadster on display since 1993 at the Audi museum mobile in Ingolstadt, Germany, was on loan from the Klein family of Los Angeles (and now is back in the USA to be sold by RM Sotheby’s, MORE HERE – ed.). It’s the only known survivor of the seven made between 1938 and 1939. Its handbuilt body by Glaser, a Dresden coachbuilder, is equipped with a 5.0-liter, 120 hp, straight 8-cylinder engine. But why, beyond its rarity, is this car relevant to the U.S., much less famous? It was driven by Rock Hudson in the 1959 movie “This Earth is Mine”. 

Fun fact: instead of driving the Horch, Rock could’ve driven a four horse-powered chariot in the movie Ben-Hur. But he turned down that role and instead drove a rare Horch through vineyards in California’s Napa Valley. Perhaps a poor career choice but oh, to flog that car around on dirt roads! 

Coincidently, the movie is set in 1931-32 so it is plausible Rock’s character could have been driving a Horch 12 from European Motors. The movie’s beautiful scenery includes 15 vineyards, but sadly less than 4 minutes of Horch on screen. [Quickie movie review: If you’re interested in the end-to-end wine making process, you’ll enjoy the movie. Claude Rains’ performance steals the show. Car buffs will appreciate the beautiful 1920s/30s cars actually being driven. And for easily emoting types, there’s a part that will bring tears to your eyes. And I’m not just talking about when the 855 Spezial Roadster ends up on its side.]

This 855 is in itself intriguing. Was it, as stories claim, owned by a controversial historical German figure?  How did it get to America? Who was responsible for it being in a movie? Why did it end up at Rudi Klein’s legendary exotic car junkyard in Los Angeles? Answering those questions is perhaps more suited to an episode of the TV show, Auto/Biography, than this story (and is now detailed in the RM Sotheby’s Lot description HERE – ed.). Whatever the case, you should make sure to give the Horch roadster a closer look next time you are in Ingolstadt.