Achieving Higher Audience Engagement through the Art of Transcreation
During the first half of the new century, the auto industry is expected to go through amazing and unprecedented changes. BAIC Automotive Group, while facing new opportunities and unique challenges, will play a major role in shaping this fast-growing world.
However, like many domestically strong Chinese companies, BAIC encountered problems communicating at a corporate level with their Western stakeholders. Their messages were not matching the strength of their brand’s quality, and were unintentionally promoting stereotypical biases. They realized that, in order to ensure culturally appropriate messaging and optics, they would have to go beyond conventional translation.