In the global market, and in the automotive industry, car names are more than just brands; they are cultural meanings loaded with connotations that manufacturers hope will resonate positively across borders.
However, history is full of episodes where inadequate translations have resulted in image problems and financial losses.
As specialists in technical translation for the automotive industry, at Dokutech Translations we have a deep understanding of the nuances that can determine the success or failure of a vehicle’s international launch.
What we're going to explore:
Automotive industry: challenges and opportunities in 2025
The automotive industry is one of the most important pillars of the world economy, and Portugal is no different. With constant growth and ever-accelerating technological innovations, the sector faces unique challenges in terms of global communication.
Specialised translation for the automotive sector is essential to ensure success in international markets. In this article, we explore how translation directly impacts the success of companies in the automotive industry, and what the best practices are for tackling these challenges.
The future of translation in the automotive industry
The future of translation in the automotive sector lies in a perfect fusion of technology and specialised human translation. Advances in AI tools have brought greater efficiency, but technical and cultural accuracy still depends on specialised human knowledge.
Specific translation needs in the automotive sector
In the automotive industry, translation needs are diverse and very specific, going beyond simple texts. Each type of content requires special attention to ensure that communication is precise, clear and culturally appropriate:
- Manuals and user guides: In the automotive industry, these documents are essential for ensuring the safety and compliance of vehicles with international regulations. Translations must be clear, accurate and rigorous, allowing users anywhere in the world to understand critical instructions, preventing accidents and improving customer satisfaction.
- Technical specifications: For the automotive industry, accuracy in translated technical specifications is key to avoiding production errors and failures that can lead to costly recalls. Small errors can result in major financial and reputational damage, making detailed review by experts crucial.
- Commercial contracts: Negotiating international contracts is common in the automotive industry. These documents require rigorous legal translations that respect both legal terms and local business practices. An incorrect translation can result in complex legal disputes and significant financial losses.
- Dynamic websites and mobile applications: Digital globalisation in the automotive industry requires websites and mobile applications to be culturally localised for each specific market. Translations must not only reflect the language, but also the local culture, including design preferences, regional terminology and specific technical considerations.
- Software and integrated systems: Accurate translation of software interfaces and automotive systems, such as navigation and entertainment systems, is key to providing an intuitive user experience. Translation errors in these systems can frustrate users and jeopardise safety by creating confusion in essential functions.
- Promotional videos: The translation and subtitling of promotional videos in the automotive industry are essential tools for global marketing strategies. An effective translation conveys not only the literal message, but also the emotional tone and values of the brand, adjusted to the cultural sensitivity of the different markets.
- Training and e-learning: Training materials for employees and technicians require accurate translations that guarantee the correct understanding of complex procedures and safety standards. Especially in a technical industry such as the automotive sector, the clarity of translated information can be decisive for operational safety and team efficiency.
- Legal and regulatory documentation: In the automotive industry, compliance with local and international regulations is essential. Translations of these documents must be meticulous to ensure compliance with legal requirements, reducing legal risks and facilitating entry into new markets.
Translation errors: valuable lessons for car brands
The history of the car industry is littered with examples where inadequate translations or a lack of cultural sensitivity in the choice of model names have resulted in damage to the brands’ image. Below, we detail seven notorious cases:
Launched in Japan, the Mazda Laputa faced significant challenges when entering Spanish-speaking markets. In Spanish, “La Puta” literally translates to “The Whore”, a vulgar and offensive expression referring to a sex worker. This negative connotation affected the perception of the vehicle in these markets, leading Mazda to reconsider the model’s nomenclature to avoid unwanted associations and preserve the brand’s image.
The Mitsubishi Pajero, a popular SUV, had to be renamed “Montero” in Spanish-speaking countries. This is because “pajero” is slang meaning “masturbator” in Spanish, which could cause embarrassment and negatively affect sales. This example highlights the importance of in-depth linguistic and cultural research when naming vehicles for international markets.
Chevrolet faced challenges with the “Nova” model in Hispanic markets. In Spanish, “No va” means “it doesn’t go”, suggesting that the car wouldn’t work. Although it is a myth that this name significantly affected sales, the case is often cited as an example of how a lack of linguistic consideration can lead to unwanted interpretations and potential marketing problems.
In Brazil, the Ford Pinto faced problems due to the negative connotation of the word “pinto”, which is slang for small male genitalia. This unwanted association led to embarrassment and affected the perception of the vehicle in the Brazilian market, underlining the need for careful cultural analysis when choosing model names.
Honda launched the “Fitta” model in Europe, but quickly ran into problems in Sweden and Norway, where “fitta” is vulgar slang for female genitalia. Due to this offensive connotation, Honda quickly renamed the model “Jazz” in these markets, thus avoiding damage to the brand’s reputation.
The Toyota MR2 has encountered challenges on the French market due to its pronunciation. When said in French, “MR2” sounds similar to “merde”, a vulgar word meaning “faeces”. This phonetic similarity could lead to negative interpretations, affecting the vehicle’s image among French-speaking consumers.
In Portugal, the launch of the Hyundai Kona faced linguistic challenges. In the Portuguese dialect, ‘Kona’ sounds similar to a vulgar word referring to female genitalia. This negative connotation could affect the perception of the vehicle in the Portuguese market. Hyundai therefore chose to change the name to ‘Kauai’ in order to exclude possible negative associations.
These examples illustrate the critical importance of culturally sensitive translation and localisation in the automotive industry. The inappropriate choice of model names, without consideration for the linguistic and cultural nuances of the target markets, can result in misunderstandings, reputational damage and financial losses.
This reflects on the importance of companies investing in specialised translation services and cultural consultancy when expanding into new markets.
How AI will transform the automotive industry
Artificial Intelligence (AI) is revolutionizing the automotive industry, influencing not only production, but also aspects related to communication and safety.
- Automation in Technical Translation in the automotive industry: AI-based systems make it possible to quickly translate complex technical manuals, reducing errors and ensuring linguistic and technical coherence in multiple languages.
- Real-time translation: Virtual assistants integrated into vehicles use AI to provide clear and immediate instructions in several languages, improving the user experience.
- Data Analysis to Improve Global Communication: AI applied in the automotive industry facilitates terminological standardisation through the analysis of large volumes of data, ensuring consistency and cultural adaptation in international translations and communications.
- Autonomous vehicles: AI allows autonomous vehicles to make decisions in real time, promising to reduce accidents and improve road safety.
- Virtual Assistants: Virtual assistants such as Alexa and Google Assistant increase security and personalise the user experience by enabling hands-free interactions.
- Predictive maintenance: AI identifies potential faults in advance, preventing accidents and reducing operating costs.
- Ethical considerations: The responsible implementation of AI requires attention to the transparency, safety and fairness of the systems used.
Combining advanced technology with expert human translation is essential if the automotive industry is to maximise the benefits of AI.
Dokutech Translations: Translation specialists for the automotive industry
At Dokutech Translations, we have been translating for the world’s major automotive brands for over 12 years. We offer:
- Specialised translators with in-depth technical knowledge.
- Integrated solutions with CAT tools and specialised human review.
- Quality assurance through rigorous reviews in accordance with ISO 17100.
If you want to take your car brand to new markets with safety, precision and efficiency, get in touch with our specialised team.
Translation is vital for the automotive industry to continue to grow and innovate internationally. By recognising specific challenges, avoiding cultural mistakes and using the best practices and technologies available, brands can ensure global success. For more content on technical translation and global trends, check out our blog.
If you want a quality translation, count on Dokutech Translations, which specialises in professional translation.
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