Quality, the driving force behind the mechanics of language

Since the design language of a BMW or a Land Rover differs from that of a Jaguar or a Ford, the terminology and phrasing used by manufacturers should always reflect the brand’s unique identity. In this respect, our linguistic – and human – assembly line is finely tuned for peak performance.

Avoiding lexical bumps and scrapes

Experience has taught us that the majority of ad campaigns launched by the Swiss automotive industry are based on national campaigns run in France or Germany. Similarly, a number of websites published by Switzerland’s leading car brands take inspiration from editorial and visual content used in the manufacturer’s native country. Far more than a “simple” translation, our role often involves localisation, especially as automotive translation for the Swiss market is characterised by a number of Helvetisms – an aspect that mustn’t be overlooked, even for technical terms. For example, a well-known brand might describe Rear Park Assist as an aide au stationnement arrière in the land of Molière, while preferring assistance de parc arrière in the home of William Tell.

Similar features, different terminology

Used as essential tools in technical fields and the automotive industry in particular, our meticulously updated translation memories play a vital role in maintaining client-specific glossaries. To describe the same feature, a client might prefer Lane Departure Prevention, another might favour Lane-Keeping Assist System, while a third might opt for Active Lane Assist. The same applies to the term dealership, which some brands prefer to describe as a retailer or a centre.

With us, stay streets ahead

As is often the case in translation, the devil is in the detail, which is why we believe that nothing is anywhere close to replacing us for the foreseeable future. If we go under the bonnet of automated translation tools, the limitations are glaringly obvious when faced with the above examples. This is even more true in an automotive industry governed by a myriad of standards, regulations and guidelines, which also apply to words and how they are phrased.

Whether our translations are intended to be read in a user manual, on a website, as a spec sheet or in a sales brochure, accuracy and clarity are at their core, ensuring that Swiss drivers are properly informed, while also complying with manufacturing specifications. So, to borrow the slogan of a petrol station chain, “You know where to turn…”