{"id":2369,"date":"2021-02-26T11:27:12","date_gmt":"2021-02-26T19:27:12","guid":{"rendered":"http:\/\/auerbach-intl.com\/?p=2369"},"modified":"2021-02-26T11:27:12","modified_gmt":"2021-02-26T19:27:12","slug":"a-language-lesson-from-mazda","status":"publish","type":"post","link":"https:\/\/auerbach-intl.com\/staging\/a-language-lesson-from-mazda\/","title":{"rendered":"A language lesson from Mazda"},"content":{"rendered":"

\"auerbach<\/p>\n

Happy February!<\/p>\n

It’s time for a funny lesson\u2026<\/p>\n

Imagine that you run Mazda and have a new car for export.\u00a0\u00a0The Laputa is a proven success in Japan.\u00a0\u00a0It\u2019s safe, reliable, comfortable, inexpensive and is a high mileage vehicle \u2013 sure to be a hit overseas.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

You run a huge advertising campaign to introduce the Laputa to U.S. buyers.\u00a0\u00a0The initial sales results come in and they are\u2026\u00a0\u00a0awful.\u00a0\u00a0Why are sales poor everywhere? Projections are off by more than 30% in major markets like California, Texas and Florida!<\/p>\n

What your staff failed to recognize is that the name “Laputa” is being recognized as\u00a0\u201cla puta\u201d which is Spanish for \u201cthe whore\u201d.\u00a0\u00a0Spanish speaking customers in the United States apparently don\u2019t want to drive \u201cthe whore\u201d over to Mom\u2019s house for Sunday dinner.\u00a0\u00a0This actually happened when Mazda attempted to export the Laputa to Spain \u2013 and it really was a disaster.<\/p>\n

The chart below shows a partial list of states and the percentage of the population of each that speak a language other than English at home as of 2019.<\/p>\n

\"\"<\/p>\n

Published by\u00a0Statista Research Department<\/a>,\u00a0Jan 20, 2021<\/p>\n

Don’t let your “Laputa” aspiration become your “la puta” nightmare.\u00a0Make sure your brand is\u00a0protected by accurately communicating through spoken word (interpreting) and in writing and digital presence (translating) your messages to all your customers.\u00a0\u00a0Drop us a note (chris@auerbach-intl.com<\/a>) and we at Auerbach international can set up a call to discuss your business’s language challenges at home and abroad.<\/p>\n

Cheers~<\/p>\n

 <\/p>\n

Chris<\/p>\n

Chris Hempel<\/p>\n

Director of Client Success<\/p>\n

Auerbach International<\/p>\n

415.592.0042\u00a0\u00a0x125<\/p>\n

818.445.4451 (mobile)<\/p>\n

415.592.0043 (fax)<\/p>\n

chris@auerbach-intl.com<\/a><\/p>\n

www.auerbach-intl.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Happy February! It’s time for a funny lesson\u2026 Imagine that you run Mazda and have a new car for export.\u00a0\u00a0The Laputa is a proven success in Japan.\u00a0\u00a0It\u2019s safe, reliable, comfortable, inexpensive and is a high mileage vehicle \u2013 sure to be a hit overseas.   You run a huge advertising campaign to introduce the Laputa… Continue reading A language lesson from Mazda<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":4076,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[37,40],"tags":[],"class_list":["post-2369","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-blog","category-newsletter","post_format-post-format-video","entry"],"brizy_media":[],"_links":{"self":[{"href":"https:\/\/auerbach-intl.com\/staging\/wp-json\/wp\/v2\/posts\/2369","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/auerbach-intl.com\/staging\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/auerbach-intl.com\/staging\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/auerbach-intl.com\/staging\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/auerbach-intl.com\/staging\/wp-json\/wp\/v2\/comments?post=2369"}],"version-history":[{"count":0,"href":"https:\/\/auerbach-intl.com\/staging\/wp-json\/wp\/v2\/posts\/2369\/revisions"}],"wp:attachment":[{"href":"https:\/\/auerbach-intl.com\/staging\/wp-json\/wp\/v2\/media?parent=2369"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/auerbach-intl.com\/staging\/wp-json\/wp\/v2\/categories?post=2369"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/auerbach-intl.com\/staging\/wp-json\/wp\/v2\/tags?post=2369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}