A car whose name doesn’t go at all and a lemonade that implies lustful intentions: The translation of brand names is a high art in marketing but can present many pitfalls that even major corporations sometimes overlook. We have compiled a “best-of” misleading brand names – along with examples of how some companies elegantly solved a translation problem.
1. A detergent called parsley
Some of our readers may still remember the Persil guy. For eleven years, from 1975 to 1986, Jan-Gert Hagemeyer would tell viewers cleaning stories about the detergent Persil just before the daily news on TV. However, Jan-Gert Hagemeyer's factual washing-themed stories were only available for the German-speaking market. In other countries, especially in France, the brand name “Persil” would suggest that the product could be found in the supermarket with the vegetables and not with the detergents. After all, the French word “persil” translates as parsley. And a detergent named after something that tends to cause stains probably wouldn’t be a great seller. That is why Persil is sold in French supermarkets under the name “Le Chat”, which means “The Cat”.
2. The new car that is broken
It is certainly not our intention here to speculate about the reliability of Lada cars, and we don't know how well the cars have sold in Spain. However, we can only assume that the name of the “Nova” model may have caused Spaniards to question its reliability. After all, the Spanish phrase “no va" simply translates as “doesn’t go”.
3. Two cars, one problem
People say many things about men who drive big cars. In Brazil, the Ford Pinto produced in the 1970s probably did little to dispel these insinuations, and the same goes for the Mitsubishi Pajero in Spain. The latter is now called – far more appropriately – “Montero” in Spanish-speaking countries. But please check the web for yourself to see what the names mean translated into the respective local language.
4. An epic Fiat fail
Finnish could hardly be described as a world language, but the wealthy country with a population of approximately 5.5 million is nevertheless an important market. However, a small car from Fiat is unlikely to be a common sight on the roads there. That’s because “Uuno” in Finnish is colloquial word for an idiot. And as good as the car may be, the Finns might not want to be seen driving that particular model. This example also explains why translators must also take account of colloquial terms that may not be found in any dictionary.
5. Electrifying translation
It is a wonderful, innovative, and elegant automobile. One that is kitted out with an electric drive system and every conceivable luxury. One that we would all love to own. The Audi E-Tron. In France, however, the brand name could cause associations that definitely do not do the car justice. Just look up the translation of the French word “étron”.
6. Horse power
Western brand names are often very difficult to pronounce in Chinese. Therefore, many Western companies keen to gain a foothold in China with their products will try to find Chinese equivalents for the names. The literal translation of “BMW,” which stands for “Bayerische Motorenwerke” in German, would be “Bafaliyafadongjichan” – not a particularly catchy name. Fortunately for the Bavarian company, the phonetic translation can be shortened to “Baoma,” which in turn means – most appropriately – “precious horse.”
7. Libido libation
7Up, the Sprite alternative from the Pepsi Group, is also popular in China. Probably because it tastes good. But perhaps also because it sounds rather enticing. That is because “7 Up” in Chinese means to go to bed with someone seven times. The name has since been changed to a word that translates simply as “seven joys”. However, that may well amount to the same thing.
