Re: [CR]Nova Product Marketing Miscues... WAS:miata naming and nice fendered bikes.

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From: "Steve Neago" <questor@cinci.rr.com>
To: "Mark Bulgier" <mark@bulgier.net>
Cc: <classicrendezvous@bikelist.org>
References: <C102531FB711D411B5B90060B0A468760DAE25@mail.bulgier.net>
Subject: Re: [CR]Nova Product Marketing Miscues... WAS:miata naming and nice fendered bikes.
Date: Sun, 30 Jun 2002 23:36:13 -0400


I want to add my 2 cents about "Nova" naming that resulted in a lack of popularity ...

The Chevy "Nova" was a poor seller as a car for General Motors in Latin and South American countries. No one wanted to buy a car with "No va" which I am told means "No go" in Spanish. When I earned a college Marketing degree, the Chevy "Nova" was a case study in one of our classes about bad marketing practices. GM did not pay attention to the "regional market" and what its consumers thought about the name!

GM tried to take a American name and concept "Nova" and assumed that Latin and South America would react to it just like the USA. At that time, all GM World Brand Managers for their car lines were stationed in Detroit, MI. GM spent a lot of money advertising the "Nova" with no positive sales results. Perhaps this is yet another example at that time of how GM tried to force American values and concepts upon other countries and paid the price through lack of sales and bad public perceptions.

Regards, Steve Neago
Cincinnati, OH


----- Original Message -----
From: Mark Bulgier
To: Classic Rendezvous
Sent: Sunday, June 30, 2002 10:45 PM
Subject: RE: [CR]miata naming and nice fendered bikes.



>
> > I recall an NPR story on the subject of such
> > consultants and some of their failures (most famous being
> > the Chevy Nova - means "doesn't go" in Spanish),
>
> Didn't NPR know this is an urban myth? "Nova" connotes "new" to Spanish
> speakers as much or more than it does to English speakers, and that car sold
> very well in Spanish speaking countries. See
> http://www.snopes.com/business/misxlate/nova.htm
>
> It's a funny story, but that's all. It's like saying Americans wouldn't buy
> a Bianchi because it sounds like it's a bike for a bisexual Yankee. Ok that
> analogy really sucks, sorry!

>

> Mark Bulgier

> Seattle, Wa

> USA