Labbrand collaborated with KIA, South Korea’s second-largest automobile manufacturer, in auto brand naming in Chinese for their flagship SUV, the 5th Generation Sportage. The resulting Chinese name, 狮铂拓界 [Shī Bó Tuò Jiè], effectively reflects the brand’s essence, conveying power, progressiveness, and a commitment to safety.

Challenge

The challenge for KIA was to find a Chinese name that not only aligned with the original brand name but also captured the surging power and spirit of the 5th Generation Sportage. Additionally, the name needed to highlight the vehicle’s high performance and emphasize its world-leading safety assistant driving system. 

Solution

The Chinese name 狮铂拓界 [Shī Bó Tuò Jiè] maintains consistency with the previous generation of Sportage, known as 狮跑 [Shī Pǎo] (lion | run), while adding the element of 铂 [Bó] (platinum) to symbolize sophistication and luxury. The term 拓界 [Tuò Jiè] reflects the vehicle’s capability to venture into new territories. This auto brand naming captures the original brand’s sound and meaning while effectively conveying the desired brand associations and attributes. 

Results

The Chinese name 狮铂拓界 [Shī Bó Tuò Jiè] successfully encapsulates the essence of the 5th Generation Sportage. It helped KIA establish a strong and appealing Chinese name for their flagship SUV, enhancing the brand’s presence and appeal in the Chinese market.