Riding a Hustler

[Russell]

Japan's brand names raise eyebrows

Suzuki Motor Corp had little idea that the name Hustler for its new, boxy minicar aimed at outdoorsy Japanese customers might cause mirth among English speakers for its association with an adult magazine - but it’s not alone.

Plucking words from foreign dictionaries without checking how they might be received by native speakers appears to be a habit at Japanese companies, which have produced countless products with unintentionally unsavory names.

The name Hustler was chosen to conjure the image of agility, as well as invite nostalgia from customers who remembered an off-road motorbike released in 1969 called the Hustler 250, said a Suzuki public relations officer.

Foreign visitors might instead recall the sexually explicit magazine started by porn magnate Larry Flynt as competition to Playboy, or associate the word with obtaining money through illegal activities or vice industries.

The Hustler follows a string of other Japan-made cars to bemuse speakers of foreign languages, such as Daihatsu Motor Co Ltd’s Naked in 2000 and Isuzu Motors Ltd’s 1983 Bighorn.

Spanish speakers were taken aback by Mazda Motor Corp’s Laputa, a derogatory word for sex worker, while Mitsubishi Motors Corp sold its Pajero model as the Montero in Spanish-speaking countries as the former is slang for sexual self-pleasure.

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[wagyl]

It looks like the kind of thing which would give Choko a horn.

I do not deny a journalist his joy in providing another mirth filled article, but the naming market, and for kei-cars in particular, is purely domestic. Nobody cares so long as it is cool with the locals. That car is after all a competitor to the discontinued Daihatsu Naked (mentioned in the article). Ooh err missus.

[Coligny]

Japan's brand names raise eyebrows

That thing is adowabul...

image.jpg

[J.A.F.O]

It looks like the kind of thing which would give Choko a horn.

Because of the yellow body and the slanted eye like headlights?

yellow.jpg

Edit: should probably clarify that I would too

[Grumpy Gramps]

Japan really is an island nation, and was historically closed for a long time

...Wonderfully put ***yawn***

[matsuki]

Spanish speakers were taken aback by Mazda Motor Corp’s Laputa, a derogatory word for sex worker, while Mitsubishi Motors Corp sold its Pajero model as the Montero in Spanish-speaking countries as the former is slang for sexual self-pleasure.

More evidence for my theory that Japanese Auto Execs name their cars after Mexican hookers!

Serena, Gloria, etc. etc. etc.

[J.A.F.O]

Just recalled something. I seem to remember something about Chevy making the same mistake when they made the Nova and later regretting the name because of the south of the border market. I know its supposed to be a myth but considering I first heard the story itself on two separate occasions from mexicans. Now this makes me think that the marketing departments of car companies are a bit out of touch.

[yanpa]

I've heard the same about the Vauxhall Nova and Spain.

[Yokohammer]

Just recalled something. I seem to remember something about Chevy making the same mistake when they made the Nova and later regretting the name because of the south of the border market. I know its supposed to be a myth but considering I first heard the story itself on two separate occasions from mexicans. Now this makes me think that the marketing departments of car companies are a bit out of touch.

Ah memories.

(OT) My first car was a Chevy Nova that I bought second hand in '72 for around US$280. It was a pile of crap, but the engine was solid and it kept me mobile for a couple of years.

[matsuki]

Chevy "no go" is pretty bad but Mitsubishi "Masturbator" and Mazda "Whore" are just awesome!