What's in a Chinese Car Name?

LOS ANGELES Prospective Chinese automakers preparing to export products to the United States had better consider what’s in a name, said Lincoln Merrihew, an svp at TNS Automotive.

The Marlborough, Mass.-based company surveyed 2,500 American consumers on what points should be emphasized in advertising Chinese brands. The top-line findings are set for release in an upcoming TNS newsletter.

“The one response that stands out is ‘Chinese heritage,'” said Merrihew. Fifty-four percent of respondents said “do not emphasize” Chinese heritage; 29 percent said “emphasize only a little.”