A German company learned the hard way that its PR firm lacks cultural sensitivity and professional linguistic ability. One year ago, the German “tuning shop” AVUS Performance souped up an Audi RS6 Avant and released the car with the terribly offensive name “Audi RS6 White Power.”

Yes, the color of the car was white. However, the non-native English speaker who came up with that product name translation clearly did not understand the ugly racist meaning behind those words. AVUS quickly released a statement blaming the bad automotive translation on its PR firm.

To avoid unintentional PR nightmares like this, contact GGI for your automotive translation, product name translation, and marketing translation needs.