Monday, August 15, 2016

Tesla Rebrands 'Autopilot' Term in China

Ensuring that whatever you make is properly localized is key to getting as many people to like your product and to keep good press. Good examples of good localization include the Animal Crossing series, taking creative liberties to ensure that American audiences weren't confused with Japanese traditions by replacing them with American references and holidays in the American version. And of course, the worst example of good localization is the Chevrolet Nova, which translates to "doesn't go" in Spanish, which is bad considering this is a car. After a non-fatal crash caused by Tesla's autopilot in China, the Chinese website no longer uses the term "zidong jiashi," which can be interpreted as "self-driving" [Source: Reuters]. Not exactly what you want when it comes to press reception. The term was replaced with a similar term that means "self-assisted driving." Whether or not this discourages people from using the feature, time will tell, for those who fail to learn from history, are doomed to repeat it.

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