Audi can trace its roots back to 1899 and a man named August Horch. In 1909, Horch created an automotive company, which he was later forced out of. He started another company shortly after continuing to use the Horch name. He was sued for trademark infringement and a German court upheld the suit. Left with no name for his automobiles his son suggested they call them Audi, which is Latin for Horch. Audi was introduced in the United States in 1970 a mutually agreeable relationship until a controversial 60 minutes expose caused sales to drop heavily. Audi almost pulled out of the United States however, sales had rebounded by the mid 90’s