To capture a global audience, the automotive industry needs to translate and localize its advertising materials such as websites, magazine ads, commercials and billboards as well as brochures, product catalogs that are used in dealerships. Interfaces for software used in automotive production also need to be localized and translated especially when the vehicles are built and assembled outside of the country. This also includes onboard digital systems in modern vehicles such as GPS, audio systems, climate control functions and voice control systems.
And of course when publicity is for overseas audiences all automotive translations must be acculturated for each country. This includes product names: For example, the Ford Pinto in Brazil did not sell because “pinto” is Brazilian slang for “male genitals.” Getting evaluations of product names before launching overseas is very cheap insurance.