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Fly Naked With American Airlines

Translation error in Mexico

One of Wolfestone Group’s first duties to a client is to understand the key selling points of their product or service and make absolutely sure they are clearly conveyed in the target language.

Accurate translations can be outstanding sales tools or disastrous cautionary tales. When American Airlines advertised its new leather first class seats in Mexico by urging consumers to "Fly in Leather", the literal Spanish translation became a request to "Fly Naked".

Wolfestone Group guarantees an altogether more suitable introduction to the Mexican market, and it’s a market that US exporters are finding increasingly attractive.

Of all the emerging global economies, Mexico is arguably the most receptive to international trade. It’s the only country that pledged to free trade with both North America and Europe and currently holds a world-leading 44 free trade agreements. The Mexican government’s commitment to reducing its dependence on the United States has opened the door to a raft of British success stories, with notable gains made in automotive, aerospace, electronics, and ICT.

What makes this market so appealing to the US exporter?

Mexico offers a stable economy and a secure legal framework. Exporters are offered all the regulatory protection they could reasonably ask for.

The cost of manufacturing industrial components is lower in Mexico than in any of the other key emerging global markets.

Mexico has an increasingly prosperous middle class, with “high-end” consumer trade thriving. More luxury goods are purchased in Mexico than in all other Latin American countries combined.

Mexico has been positive and far-sighted in its industrial development. The country has the world’s third-largest computer manufacturing industry and ranks sixth in electronics manufacturing. The automotive industry is thriving in production, research, and development. Industry giants such as Ford, Chrysler, Volkswagen, and Nissan have been prominent in Mexico for decades and many European and Asian component suppliers also have local sites: the city of Puebla is home to 70 industrial part-makers clustered around the Volkswagen plant.

The country offers ample opportunity for exporters to exhibit, and Wolfestone Group is already receiving information requests for this August’s International Computer and Electronics Fair, to be held in Mexico City’s World Trade Centre. This is the largest fair of its kind in Latin America and we support clients with the preparation of marketing brochures, bilingual business cards, and, where necessary, interpreters. As is the case with so many emerging economies, these forums offer an excellent opportunity for relationships to be forged and doors to be opened. You just need appropriate preparation, appropriate advice, and above all, you need to use appropriate language.

You don’t have to “fly naked” when exporting to Mexico and you don’t have to fly solo either. The right translation and localization partner will help you get where you want to be.

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