Marketing Automotive

In 1973, the marketing department at Mitsubishi Motors was preparing the launching of its four-wheel-drive car. It was named after « Leopardus pajeros », the Pampas Cat which inhabits the Patagonia region in southern Argentina… So Mitsubishi decided to name the car: the Pajero. Sadly, the word ‘pajero’ in Spanish is far more frequently understood to mean ‘wanker’ than ‘wild cat’. This unfortunate choice of name meant that, despite its heritage, the vehicle couldn’t be sold in Hispanic countries until it was renamed as the Montero, (meaning « mountain warrior »). But, the story is only complete if you understand that the Pajero/Montero is branded « Shogun » in United Kingdom. Read more »

According to a report by Nielsen Chinese local car brands are overtaking their American and Japanese counterparts to become the top choice among potential car owners in China.

In recent months, Chinese car makers have expanded their lines and have launched intensive marketing campaigns to promote their new products.

Some 65 per cent of respondents regard design as the most important factor in a new car and while demand for comfort based on safe design is increasing, a stylish and sporty look is favoured even more highly.

Over 70% of potential buyers said they judge how fashionable a car is by looking at the styling on the front.

“Demand for private ownership of automobiles has become a symbol of quality, of a person’s values and of their personality,” said Georgia Zhuang, head of auto research at Nielsen.

Quality of life and ease of transport remain the two key reasons for buying a car.

July 2010