"Robert Myers" <rmyers@inetone.net> wrote:
>>Audi has certainly taken a pasting on this list for inept marketing.
>>Clearly, however, they are not alone in their misreading of the diverse
>>needs of a market foreign to them. The following marketing miscues
>>should demonstrate the difficulty of doing this well:
>- ---snip happens---
>How about Chevrolet marketing the Chevy Nova in South America where the
>name means in Spamish (approximately) "won't go"? :-)
Or Fiat selling its former luxury model 'Croma' (chromium in Italian) under
the same name here in Holland, where Croma is the best-known brand of
baking butter?
They didn't sell a lot of those cars. (In their defence- having driven one,
I think it's not totally due to the name)
At least Citroen did some thinking and renamed their small 'Saxo' for the
Japanese market, where 'Saxo' apparently means 'Let's sh*t!'
Tom
_______________________________________________________________________
Tom Nas Zeist, The Netherlands
tnas@euronet.nl
1988 Audi 80 1.8S, mostly Tizianrot metallic, 215,000km
They all laughed at Albert Einstein. They all laughed at Columbus.
Unfortunately, they also all laughed at Bozo the Clown.
-- William H. Jefferys