Global Mindset: Toyota’s China Blunder
Tuesday, April 3rd, 2012
Toyota wanted a strong Mandarin name for its Prado SUV in China, but the Japanese automaker quickly regretted its choice of 霸道 (bà-dào) during the 2003 product launch. Donny Huang ’94, the founder and managing partner at 4stones Cross-Cultural Consulting Group, said the word roughly means to rule by might like a tyrant. “I cannot find a truly equivalent word for badao in English,” Huang said March 15, 2012, during the Developing Leaders for Global Roles Summit, a two-day event organized by the Najafi Global Mindset Institute at Thunderbird School of Global Management. Toyota’s ad campaign showed the SUV driving past Chinese stone lions, which salute in respect. Huang said the concept might have worked for a Chinese automaker, but Toyota failed to consider the implications of stone lions saluting a Japanese product in China, where many still resent the Japanese occupation. | Video: Toyota’s Global Mindset Blunder in China (2:37)
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By Mansour Javidan, Thunderbird Professor