Hamburg Sued or Hamburg Sud?

Here is a press release from Hamburg Süd. The complete name of this company is Hamburg Südamerikanische Dampfschifffahrts-Gesellschaft, which translates something like Hamburg South American Steamship Company.

As the company is German, it has an umlaut. I don't really know what to do for typing it in English. I always thought it should be spelled Sued to show the phonetic pronunciation, but recently I was corrected and told it should be Sud.

But I have a real problem doing that. I'm not sure we Americans are able to know that Sud should be pronounced as something different that what you get when you use soap, ie: suds.

Hamburg Süd establishes own country organisation in Colombia

Hamburg, 27 November 2008. With effect from 1 January 2009, Hamburg
Süd will establish an own country organisation in Colombia. Hamburg
Süd Colombia Ltda., with head office in Bogota and a branch office in
Cartagena, will be responsible for all the shipping group's container
shipping operations from and to Colombia in the future.

Together with its long-standing partner Messrs Eduardo L. Gerlein
S.A., Hamburg Süd operates further offices in Medellin, Cali,
Baranquilla and Buenaventura.

With the establishment of Hamburg Süd Colombia Ltda., the shipping
group is taking into account the growing importance of the Colombian
market. At the same time it will further improve and strengthen the
relations with Hamburg Süd's Colombian customers.