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When in Rome, (you should) do as the Romans do – Stories of Marketing, Translation and Localization

In an increasingly interconnected world, marketing has become a true driving force.

Translation plays a crucial role in this context.

When everything appears seamless, it’s likely thanks to the meticulous work behind the scenes.

Conveying an advertising message, a pun or a saying is a very delicate task: not only because the target language differs, but also because the culture of an entire country is at play.

This involves a localization process, ensuring that a commercial product conceived and developed in one country is adapted for acceptance in others with different languages and cultures.

Let’s explore some cases where things didn’t quite go as planned.

Toyota: Be mindful of Insults

Let’s warm up our engines: Toyota introduced its Fiera series in Puerto Rico, only to find out that “Fiera” stands for ‘ugly old woman‘ in the local language – not exactly the image they intended to convey.

 

Honda: Let the Jazz take over!

Another notable case is Honda, which launched the Honda Fit in the US and Asian markets in 2001.

When it later reached Europe, it was initially branded as “Honda Fitta“. Unfortunately, Fitta is a vulgar term in Northern European countries like Sweden, where it refers to the female genitals.

That’s why today we don’t usually hear about Honda Fitta and we’re familiar with Honda Jazz instead.

 

Mitsubishi Motors: A Feline that Sparks Debate

Yet another example from this industry: the spotlight is now on Mitsubishi Motors, which in 1982 produced the Mitsubishi Pajero. It was named after the Leopardus pajeros, a species of wildcat native to the Pampas.

However, in Spanish the term pajero has a rather inappropriate connotation, indicating someone who masturbates.

As a result, the name was changed to Mitsubishi Montero in Spain, India and parts of South America, while in the UK the car became known as Mitsubishi Shogun

If you thought that localisation errors were limited to the automotive industry, just wait until you see where else somebody has slipped up. In the second part of this article, we’ll give you a taste of the food industry – and more!

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