Audi was founded in 1909 by August Horch and gets its name from the Latin word for "listen", which is synonymous with the founder's last name of Horch. Volkswagen acquired Audi in the mid-1960s and has since worked to reposition Audi's brand image from one focused on sportiness to emphasizing a premium luxury experience through marketing campaigns such as a famous commercial showing an Audi driving up a ski jump and sponsoring motorsports and soccer teams. These branding efforts have helped grow Audi's sales significantly from 2000 to 2013.