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Suzuki 'Hustler' - The New Minicar Name Raises Questions?
Suzuki's new mini car has been tagged as ‘Hustler'. Just wait a minute ... isn't that an adult magazine published in the United States?
Using words without knowing whether it refers to anything in particular isn't new among japanese automobile companies. A number of cars have previously been christened unintentionally with offensive names.
Suzuki public relation officer explains, ‘Hustler' was chosen to portray agility and evoke nostalgia among customers of a street bike. From the look of it, we believe the japanese are referring to the Suzuki T20 ‘Hustler' also called Suzuki X6 which was introduced in 1966.
Outlanders, however will be reminded of the adult magazine ‘Hustler'. A hustler in urban lingo is someone who knows how to get money from others selling drugs and rolling dice.
The suzuki hustler now joins the list of weirdly named japanese cars. Daihatsu Motor Co. Ltd. launched a car named ‘Naked' in 2000. In 1983 Isuzu Motors Ltd. released its ‘ Bighorn'.
Mazda Motor Corp launched ‘Laputa' in Spain, however the car's name is a derogatory word for a sex worker. Mitsubishi sold its Pajero in spanish speaking countries as the Montero, as the previous is a slang for sexual self-pleasure.
Japanese companies usually use words based on how they sound, paying little attention to what it means in other languages.
"Japan really is an island nation, and was historically closed for a long time. Also, the domestic market is so big that companies can be successful without thinking globally," says Masamichi Nakamura, executive director at global marketing firm Interbrand's branch in Tokyo.
There are other brands that don't translate well among tourist. ‘Pocari Sweat' is an isotonic sports drink, however both are synonymous with bodily functions. Iranian washing powder known as ‘Barf', which is Persian for snow. The topper for now, ‘Crunky Ball Nude' a snack from South-Korean based Lotte Confectionery Co. Ltd.
Can it get any worse? If you are aware of any such names which have a canny ring to it - Do let us know!
Suzuki Hustler Mini car price range: ¥1.05 million to ¥1.58 million Yen [INR 6 - 6.25 lakhs]
