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”?