Research on Localization Translation Strategies of New Energy Vehicle Brand Names in the Context of Overseas Expansion — Taking BYD as an Example

Abstract

As China’s new energy vehicle industry continues to develop, various domestic independent brands have expanded their overseas operations to varying degrees. Many outstanding domestic brands have begun establishing a presence abroad, with brands such as BYD, Geely, Chery, and Changan already showing significant progress. An indispensable part of these brands’ overseas expansion is, of course, the localization and translation of their products. High-quality localization enables consumers to gain an initial understanding of the products, thereby stimulating their desire to purchase and ultimately boosting sales. At the same time, it serves as a means of promoting the country’s technology and culture on a national level, effectively attaining two objectives or gaining two advantages by a single move. Taking BYD Brand as an example, this article explores how companies handle the critical element of passenger vehicle naming in their overseas localization efforts, with the aim of providing valuable insights and guidance for the localization efforts of various automotive brands.