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Chinese Car Names
by Vladimir Djurovic| Shanghai, China
Sunday, 6 February 2011
tags: asia, clients & brands, culture, fuzzy sets, making sense
“How can I best imprint my brand image into the consumer’s mind?” This is currently the simplest, and yet the hardest one to answer in the auto industry in China. The competing brands are relentlessly seeking ways to create better, more appealing images than competitors in this lucrative market: going green, new value propositions such as cost-efficiency, lower-energy consumption, safety, cutting-edge design etc.
One of the most recent industry trends is the emergence of a new breed of bands created by Western-Chinese joint ventures that are not limited anymore in manufacturing and distributing the original western models. Many of the big JV auto companies in China have announced the creation of such brands. Our naming analysis looks prospectively into what the names chosen say about their intended positioning and the reflect of future industry trends.
宝骏 The literal meaning of this name (model to the right in picture) is fine/excellent horse, implying achievement, success in life, emphasizing the high quality of the auto and the status of the driver. Being auspicious, this name is a good fit for a car maker. Yet, it is quite similar to 宝马BMW, and lacks originality. Because of its strong resemblance to BMW’s Chinese name and its focus on status and prestige, we can expect the brand might be challenged by BMW in the near future.
启辰 The Chinese name chosen for this new model (left in the picture) literally means “the first light beam of a new day”, implying the new direction of the future, and also an auspicious name. Much work has been done to design this name which is a variation of the term 启明星, and it evocates the meanings such as grandeur, wisdom and in-depth reflection. This is truly a groundbreaking name.
理念 This Chinese name (centre model in picture) literally means “principle”, focusing on philosophy, reflection and life attitude. This name links to lifestyle aspirations and insights shared both by the customers and the auto makers. However it is not consistent with the English name and might just be a temporary project name.
From this analysis, we conclude that only Venucia (left) is showing innovation in its Chinese naming strategy. Baojun (right) is stuck in mainstream practice and Everus (centre) looks like it has yet to choose a final name.