"Big Dog", "Kaiku" and "Lyriq", the new car is named big.
To enter the China market, joint-venture brand cars must first learn translation well. Faithful and elegant Chinese translation will accompany this car in China market for decades. Such as Accord, Teana and Regal are all successful cases. These names not only translate the connotation of mbth, but also are full of auspicious meanings loved by the people of China.
There are many ways of translation, some are free translation, some are transliteration, for example, many classic Toyota models are overbearing or Prado, Land Cruiser or Land Cruiser, Camry or Camry? Different people have different opinions.
There are also car companies that follow the simple principle and take numbers and letters as the naming basis, such as BMW's "number system" in BBA, Mercedes-Benz's "letter level" and Audi's "letter+number". The advantage of naming with numbers and letters is to make the grades of cars clear at a glance.
Independent brands have not experienced this translation process, and more need to practice their Chinese skills. Without historical background and humanistic color, it is difficult to become the spokesperson of national automobile brands. Seeing that BYD registered its trademark for 5,000 years in one breath, we know that they are determined to write their products into the industrial and cultural history of China.
Recently, when several car companies named their new cars, their brains were wide open.
Haval and WEY have cats, dogs and tanks.
Recently, the Great Wall has been moving frequently: first, in June, the official announced that the new SUV was named "Haval Big Dog", then the pure electric car Euler White Cat appeared, and recently WEY was announced. P0 1 was officially named "Tank 300". This series of new car release and naming operations are very "Sao".
The name "Harvard Big Dog" was collected in the "Harvard New SUV Global Nomination Campaign". Previously, the H and F product sequences of Haval SUV were named by English alphabet and number system. H series is a balanced and cost-effective mainstream urban SUV；; F series is the mainstream personality SUV of sports and trends. Haval big dog is completely divorced from the conventional naming method in the past, which means that Haval wants to open up a brand-new market.
Shortly after the big dog appeared, the Great Wall released the Euler White Cat, which instantly realized "both cats and dogs". Judging from the implication of the model itself, Euler's new car is named after "Euler White Cat", which is closely related to the "cat-pulling" culture popular among contemporary young people.
If both Harvard and Euler are young hipsters and take a lovely route, WEY's "tank" takes a hard-core route. Originally named WEY global intelligent professional off-road platform with "tank", the first model "WEY? P0 1 "has been officially named" Tank 300 ".
With cats, dogs and tanks, the Great Wall seems to have stepped out of its comfort zone, entered the unknown jungle and started an adventure.
K5 was renamed "Kaiku". Can sales be cool?
The brand-new KIA third-generation K5 will be launched in September this year, 20 1 1 nearly 10 years after the second-generation K5 landed in China. The upgrade of K5, in addition to a complete makeover, also has a new Chinese name "Kaiku".
The brand-new K5 was named "Kaiku". The official call "cool" is a young face value and super strength; "Kaiku" stands for coolness and individuality, and is committed to building the dream of the post-90s generation Z? Automobile. The naming of "Kaiku" continued the idea that K4 was named "Shen Kai". In 20 17, K4 was renamed "Shen Kai" and re-listed, just to cover up the fact that K4 products were aging. Even if it is renamed, "Shen Kai" still can't save K4' s sales decline.
Excavating K4' s disgraceful past here does not mean that K5 will repeat the same mistakes after becoming a "sea bank". On the contrary, after K5 changed its name to "Kaiku", it was a brand-new upgrade, and the improvement of product strength was not the same as that of "Shen Kai".
Some people say that "Kaiku" shoulders the national hope that Korean cars will revive the China market. Some people say that "Kaiku" is just a word in "Three Treasures of Diaosi" (Basso K5 Mai Rui Bao). In any case, "Kaiku" is facing a medium-sized car market with extremely cruel competition, and it is very difficult to occupy a place.
Cadillac pays tribute to musicians, pure electric vehicles have "IQ"
A few days ago, Cadillac officially released the preview video of ——Lyriq, its first pure electric vehicle, and the new car will be officially unveiled on August 6. According to the current news, the new car is positioned in a medium-sized SUV, which is the first production model under GM's new pure electric architecture. It will also be equipped with Ultium battery pack, and its cruising range will exceed 644km.
At present, all the models sold by Cadillac in China, except Escalade, are named in the form of "letters+numbers". In fact, Cadillac's tradition is to name its models with words, such as the classic El dorado and Seville. This time Cadillac named the pure electric vehicle after "Lyriq", which can be described as a return to tradition and a tribute to the classics.
As for the meaning of "Lyriq", Phi, the former head of Cadillac's global brand strategy? In an interview with the media, lDauchy explained: "According to some surveys, Cadillac is the most popular car brand in the music industry, and Cadillac is mentioned in the lyrics of countless songs. Therefore, Cadillac named its brand-new pure electric SUV Lyriq, which has the same pronunciation as' lyric' in English, and is a tribute to the whole music industry. In addition, Cadillac also plans to end the names of all new models in the future with' IQ' (including Celestiq, a pure electric flagship car that will be launched after Lyriq released at the new york Auto Show). "
Cadillac's electric car will have "IQ". Do these models representing the new generation really have "IQ"? Wait and see.
Author's word
Naming a car is a process of passing the car positioning and concept naming to future users. A loyal and elegant name is often stable, but it is easier to become a classic. At the same time, there are always car companies that are biased. Some ideas are refreshing, while others are not flattering.
As the Guangdong saying goes, "if you are not afraid of bad life, you are afraid of changing your name."
(This article only represents the author's personal views and does not represent the position of the car club. )
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.