The automotive industry is usually set in its way. There are a few globally recognized brands that usually dominate the scene both locally and internationally. However, we often see local brands going international by availing of professional automotive translation services. They do this by translating and localizing their marketing strategy, user manuals, websites, social accounts, and more. Each brand has a consistent brand tone, which is why most brands prefer to partner long-term with any reputable translation company. If you look at car advertisements you will understand what I am talking about.
Currently, we have a lot of major brands who are marketing and selling their cars on a global scale. Some of these companies have to establish a firm footing in many regions and in certain regions they enjoy a pedigree of excellence. Take the example of Toyota’s popularity in third-world countries like Pakistan, Nepal, and most of Africa which is based on the promise of longevity and reliability.
Today, we will discuss some major car brands that have utilized professional translation services to establish a strong brand identity around the globe.
Car Brands with Strong Localization Strategies
Localization is the process of translating and making content relevant for targeting various regions. For car manufacturers, an automotive translation company can help translate the website, advertising materials, user manuals, social channels, dealership papers, employee contracts, and a lot more.
Toyota
The Japanese giants are known for their rigorously testing cars in all regions they cater to and adapting them to suit local needs. Moreover, the company has done this with a lot of success. An old 1980s Toyota pickup truck is considered indestructible, you can see many reviews on it online, including the one Top Gear did where they literally dropped anchors on the car. Toyota enjoys a good reputation for family cars, pickups, 4×4 vehicles, and hatchbacks. The company uses local influencers to market its cars, and provides different engines, leg pace, technological features, and more.
Hyundai
Hyundai is one of the most popular car brands in the world and has seen success in emerging markets. Their model Renault-Samsung QM6 which is re-made into Hyundai Palisade, which is an SUV. This model is immensely popular in Asian countries like South Korea. Moreover, the Hyundai Grand i10 is a budget-friendly car in India. The company regularly uses professional automotive translation services for its advertisements and website.
Volkswagen
If you have ever been a Volkswagen fan, then you would already be familiar with their clever adverts and reputation for reliability. The company utilizes services from various automotive translation company professionals to relate their unique selling points with cultural references. For instance, Volkswagen loves to boast its durability and will make hilarious adverts showcasing it. Moreover, their tagline “Das Auto” is also adapted according to region.
Mercedes Benz
Recently, Mercedes has opened an assembly station in India to lower costs and make more sales. To do this they have devised a completely localized campaign. The assembly in the country also means lower prices and higher sales figures. Moreover, even spare parts are sourced from local sources. The marketing is done through culturally relevant influencers and according to the pop culture of the time. Moreover, Mercedes Benz offers vehicles to local celebrities ensuring that their vehicles receive maximum attention from its user base.
BMW
Another German giant that also utilizes Mercedes localization strategy. Cars are assembled locally and so are the spare parts. Hybrid models are introduced in Europe and Electric in the USA to support their shift from petrol to electricity for cars and make it more environmentally friendly. BMW fosters strong relationships with local dealerships in certain regions. The racing pedigree in the UAE and Europe also gives them a firm footing in these markets. Social media teams are regularly engaging users with events and interactions.
FORD
Given their racing pedigree, Ford is well-known and respected in the car community. During slumps in sales, the company utilized professional translation services to do more localized advertising. American companies are often too blunt with their marketing, and Ford had to pay the price with poor sales numbers. But now they produce cars to tailor market needs and market their vehicles through localized methods. Local dealers can have as many Ford vehicles in their lot as they want.
Final Thoughts
The automotive industry is a 3000+ billion dollar industry whose demand is constant and related to various factors such as population size, buying power, and availability of materials. A recent shift in alternative sources of fuel has sparked a trend of newcomers into the market offering electric and hydrogen based vehicles. Take Tesla, Xiaomi, and EV for instance, all companies are making electric cars specifically. Hence, we may see new global players enter the market and may potentially ruin the big giant’s monopoly. Localized marketing efforts will also evolve with time.