Following the development of the demand with relevant branding and naming in China
The car market is experiencing a shift in China. With the huge population in China, the number of cars naturally continues to increase in a stable rate, which brings important traffic jams and pollution in Chinese big cities. The domestic new energy vehicles, as a solution to avoid the worst environment pollution, gain more and more market share with the strong support from Chinese government. Moreover, after the very popular sharing bicycle Mobike, the sharing car , TOGO, is appearing in the market in developed area of China. However, most of Chinese customers, while they purchase a new car, still show a preference to international brands of cars, such as BMW, TESLA and MERCEDES-BENZ…
Top 60 Chinese names and characters of car brands
Below is the list of 60 car brands’ name we selected after our research, which are popular among Chinese customers. According to this list, we got 20 characters most frequently used in these names. This study gives us an idea about the preference of Chinese characters using in the car brands names and how the brands generated a relevant name and character for the Chinese market.
(BAVARIAN MOTOR WORK)
The 20 Chinese characters most frequently used in car brands naming with their Chinese meaning:
|斯Si||a kind of gem|
|亚Ya||a character in a name, Asia|
|利Li||make something smooth, good|
|拉La||a character in a name|
|尔Er||a character in a name, flourishing|
|龙Long||dragon, outstanding men, monarch|
|爵Jue||the rank of nobility|
The three best translated Chinese brands name we selected:
- AUDI奥迪: The pronunciation of its Chinese name is similar with its English name. Literally, “奥” means mysterious and“迪” means enlighten and advance. Besides, “奥” also means their cars are full of mysteries and as a result, they always catch eyes of customers. It is obvious that its Chinese name has a wonderful meaning: the company promises to keep on enlightening and produce the advanced high quality car.
- BMW宝马: There is no obvious link between its English name and Chinese name’s signification and pronunciation. But, it is still a great translated name in Chinese. First, the initials of its Chinese name, “宝马” is BM, which links directly to BMW. Second , “宝马”means precious horses, and Chinese usually connects a precious horse with a precious car in minds. So the Chinese name exactly conforms the company’s aim: the luxury driving pleasure. Besides, Chinese has had a tradition: to offer a previous horse as a gift to a hero. Thus the Chinese brand name just flatters targeted consumers. The abundance of connotation of Chinese culture and language adds un great nobility to its original name and helps the car gain a luxury image.
- TESLA特斯拉: There is a similar pronunciation between the English brand and Chinese brand. “特” means special and “斯”, in Chinese, means a kind of gem. And “拉” means pull. Connected with the brand, it shows that the company produces special and trendy cars which are of high quality. The products are the gems and shine brightly among the car market . As a result, the targeted customers will be attracted by their trendy and avant-garde image and come to buy their products. Along with the good quality of its products and the special Chinese name, no wonder this brand gains great success in Chinese market.