Home Uncategorized What's in a name?

What's in a name?

Wednesday, 25 October 2006
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A well-known urban legend is that the Chevrolet Nova had very bad sales in Spanish speaking countries, because of its name Nova (no va = doesn’t go). Although this is not correct, the example is used in many marketing textbooks to emphasize that marketeers should first do research on the meaning of the products name, before launching it.

Something similar happened yesterday in Shanghai, where Shanghai Automotive Industrial Corporation launched its latest model, the Roewe 750, a car based on the Rover 75. Nothing wrong with that name of course, but wait until you hear the name that will be used in China (where the car will mainly be sold): Rong Wei. Which expat or English-speaking Chinese would want to drive in a car that is called “Wrong Way”?

(Source: Shanghaiist)

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No Responses to “What's in a name?”

Anonymous | October 27th, 2006 at 4:30 am

IT’s a joke

Johnny Tastavins | October 27th, 2006 at 5:28 pm

It was even worst in Spain the Mitssubishi Pajero. The name was changed by Montero. Pajero comes from paja, a way of self sex estimulation.

Any way, do you thing that is it a problem for a chinese driver to use a car called “wrong way”. It doesn’t matter for them!!! They are doing every minute.

From Spain.

Anonymous | December 27th, 2006 at 2:53 am

I buy computer supplies from a company called Fei Ling (failing.)

I often laugh to myself about that.

I have since explained to them what their name sounds like in chinese ;)

Lawrence / http://www.shanghaiguide.com

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