According to reports, Eight Mile Style LLC filed a cease and desist order against Audi AG in Hamburg Regional Court earlier this week, and will be seeking further damages for the unauthorized usage of the song.
Audi's commercial is perplexing, as not only is the multi-platinum-selling song highly recognizable, the clip itself appears to be an exact imitation of the popular Chrysler 200 campaign, which aired during the Super Bowl, and featured Eminem as well as the same track.
"We believe Audi not only used 'Lose Yourself' to sell their product without permission, but their spot actually feels inspired by elements of Chrysler's commercial campaign," Joel Martin, a rep for Eight Mile Style said.
Though Eight Mile Style's suit only involves the copyright infringement claim, it is likely that Chrysler will also sue Audi, as the Detroit company has already proved litigious over its Eminem-featured Chrysler 200 campaign, which has been credited with boosting net revenues by 35 percent.
"Apparently someone believes that the definition of copyright laws is the right to copy others' materials, including world-renowned successes created by Chrysler," said Chrysler rep Gualberto Ranieri.
The controversial ad has not yet aired in the United States.
Watch Eminem's Chrysler Super Bowl Commercial