Client: Jaguar Industry: Automotive Service: Translation and localisation of the new Jaguar website and brochure material Languages: French, German, Italian, Dutch, Spanish, Portuguese, Swedish, Russian, Arabic, Chinese, Japanese and Korean
Helping to drive the global reach of Jaguar

Translating is a demanding discipline but the translation of marketing material presents a particular set of challenges. To be effective, marketing materials need to win over hearts and minds. An accurate word-for-word translation may convey the meaning but it won't engage the audience. Comtec's team of translators are not only specialists in handling technical subjects, but are also adept at producing marketing copy - a process known as marketing localisation. This involves adapting materials to take account of local values, cultural sensitivities and consumer behaviour. The outcome is copy that looks and reads as though it was developed in the local market.

"Comtec had a number of key strengths which were fundamental to the success of the project. They didn't disappoint!" Dave Jones, Group Account Director, Cogent Elliott

This case history describes how we worked with integrated advertising agency Cogent Elliott to translate and localise a range of materials for prestige car manufacturer Jaguar.

The Brief

With extensive experience of working for the automotive sector, we were delighted to be invited to work on the iconic Jaguar brand with Cogent Elliott. The brief encompassed technical and marketing translation for both brochure and web content.

Key elements included:

• Translation and localisation of the new Jaguar website
• Translation and localisation of marketing materials for the new XJ model

All materials were translated into: German, Italian, Spanish, French for the French, Belgian and Canadian markets, Flemish, Swedish, Dutch, Portuguese, Japanese, Chinese, Russian, Arabic and Korean.

Why Comtec?

This complex assignment could have represented a fairly daunting prospect for many translation companies, but at Comtec we were confident we had the expertise and project management skills to meet the brief. Our tried and tested approach incorporates a number of key elements:

At the outset, taking the time to fully understand the brief and key requirements

Careful selection of the most appropriate translation team, in this case, specialists in automotive terminology and translators with specific skill in marketing communications

Development of a glossary of key technical terms for sign off by the local markets. This not only ensures accuracy but engages the local market in the process.

Production of regular sample translations for review by the local markets and use of feedback templates to record changes.

Use of translation memory software to store and retrieve translated phrases or sections of text. This not only ensures consistency in style and terminology, but provides a more cost-effective solution by avoiding unnecessary re-translation

Tight project management systems and regular reporting to keep the client fully informed at all times.

The outcome?

Both Jaguar and Cogent Elliott were delighted with the results, as Dave Jones, Group Account Director at Cogent Elliott explains:

"We knew that Comtec had the right experience and skill set and were confident that they would rise to the challenge. They didn't disappoint. A number of key strengths were fundamental to the success of the project: their skill in translating both technical and marketing materials, their excellent project management systems and their use of translation memory software. Also, we particularly appreciated their advice on securing the involvement of the local market in the translation process."

How can we help?

Comtec is one of the UK's leading providers of translation and localisation services for businesses. Our team of experts cover a wealth of specialist subject areas to provide marketing, technical, legal and financial translation services. Why not call us on +44 (0) 1926 335 681 to find out how we could help you?