Chinese people pay attention to "correcting names" in their behavior and work. Whether it is naming their own children, or naming companies and products, they are very serious and particular. And a loud and outstanding name not only makes people feel good, but also makes people unforgettable. The same is true for the automobile industry. Car manufacturers take great pains to name new cars. How to name a car has become a major issue in corporate marketing. The trend of naming cars in Chinese is quietly changing with the changes in domestic market demand and Chinese people's aesthetic taste.
Performance school
For a car, one of the focuses that consumers pay attention to is of course the performance of the car. Having first-class mechanical properties can often be a magic weapon to win more favor from consumers. In the names of the models, there are many words emphasizing the performance of the car. For example, "Excellence", "Fit", "Vios", "Sagitar", "Magotan" and "Maxima" emphasize the high-speed performance of the car; "Land Cruiser", "Land Rover", "Sportage" and other prominent Its characteristics as an off-road vehicle. Of course, among this "sect", the ones that emphasize car performance the most are "Mercedes-Benz" and "BMW".
Blessings
What Chinese people value most in naming are words that contain good wishes such as good luck, auspiciousness, and abundance. Car manufacturers also include these good wishes in car names. Starting from "Fukang" which contains "wealth and well-being", "Bora", "Jingcheng", "Touran", "Familai", etc. are typical representatives of this type of vehicle names. The Chevrolet brand's "Le" characters, "Le Feng", "Le Cheng" and "Le Chi", also interestingly convey the wonderful driving experience. For example, Excel in Buick's Excel means "over, beyond". The Chinese name adds the word "kai" with the meaning of "victory" to the meaning of "surpass", which is translated as "kaiyue".
Trendy
Of course, car buying is still fashionable, and some car names also satisfy fashionable people’s pursuit of high-quality life, such as “Picasso”, “Elysee”, and “Senna” , "Triumph", this kind of name with a profound trace of French romance makes people know that it is related to the French brand Citro?n.
The noble faction
In the eyes of the Chinese people, a car is not only a means of transportation, it is also a symbol of the owner’s status. Therefore, more and more mid- to high-end cars have car names with a noble atmosphere. , such as "Accord", "Lingyu", "Crown", Buick brand's "Jun" character generation "Regal", "LaCrosse", and "Boulevard" and so on.
Transliteration school
The car manufacturer that is best at creating transliterated Chinese names for cars is none other than Toyota. From Baoba to Prado, from Lexus to Lexus, from Camry to Camry, from Corolla to Corolla, it only took Toyota four years to change almost all of its car names from both transliteration and free translation to pure transliteration. The Chinese name of the Yaris small car launched at the Guangzhou Auto Show this year is quite easy to hear. As soon as the news was announced that the Toyota off-road vehicle brand Land Cruiser (LANDCRUISER), which is almost a household name in China, would change its Chinese name to "Land Cruiser", and that Toyota's FJCruiser, which was about to enter China, would be imported into China with the Chinese name "FJ Cruiser", it was met with controversy. There are many criticisms from consumers. According to Toyota, the purpose is to maintain brand consistency globally. Whether the name sounds good or not is a matter of opinion.
"Chongyang" school
When foreign car brands choose names for new models, they always think about how to fit in with Chinese people's habits, but China's local car brands do the opposite. If you follow the Tao, most of it comes from the "foreign" style. Therefore, many independent brand cars have a rather "foreign" name. The most typical one is Chery. Starting from the cute and fashionable "QQ", Chery abandoned the previous localized naming ideas such as Oriental Son and Qiyun, and simply implemented the "A" plan for a series of new cars launched in the past few years. In addition, Great Wall's "Haval", "Adil", "Flair", BYD's F series, etc. are also the best footnotes of the international tendency of car names.