One of Wolfestone’s first duties to a client is to understand the key selling points of their product or service and make absolutely sure they are clearly conveyed in the target language.  Marketing translations, technical translations or website translations can be outstanding sales tools or disastrous cautionary tales.  When American Airlines advertised  its new leather first class seats in Mexico by urging consumers to “Fly in Leather”, the literal Spanish translation became a request to “Fly Naked”.  Wolfestone guarantees an altogether more suitable introduction to the Mexican market, and it’s a market that British exporters are finding increasingly attractive.

Of all the emerging global economies, Mexico’s is arguably the most receptive to international trade.  It’s the only country pledged to free trade with both North America and Europe and currently holds a world-leading 44 free trade agreements.  The Mexican government’s commitment to reducing its dependence on the United States has opened the door to a raft of British success stories, with notable gains made in automotive, aerospace, electronics and ICT.

marketing translations technical translations website translationsWhat makes this market so appealing to the British exporter?

Mexico offers a stable economy and a secure legal framework.  British exporters are offered all the regulatory protection they could reasonably ask for.

A recent KPMG “competitive alternatives” guide confirmed that trading in Mexico is 18.2% cheaper than, for example, in the United States.

The cost of manufacturing industrial components is lower in Mexico than in any of the other key emerging global markets.

Mexico has an increasingly prosperous middle class, with “high end” consumer trade thriving.  More luxury goods are purchased in Mexico than in all other Latin American countries combined.

With a population of 112 million covering a geographical area of almost 2 million square kilometres, there’s no such thing as a homogenous Spanish translation for Mexico.  The dialects used in the Yucatan Peninsula and the northern, western or coastal areas might vary considerably, and the country’s vast border with the United States and the prominence of American tourists has led to many “English-isms” permeating northern Mexican language.  For example, words such as “birra” for “beer”, “rentar” for “rent” or “carro” for “car” are now in common usage in border areas.  The right translation partner will offer a fully localized service, with not only a native speaker but one with relevant current experience of a particular region and its economy.

Mexico has been positive and far-sighted in its industrial development.  The country has the world’s third largest computer manufacturing industry and ranks sixth in electronics manufacturing.  The automotive industry is thriving in production, research and development.  Industry giants such as Ford, Chrysler, Volkswagen and Nissan have been prominent in Mexico for decades and many European and Asian component suppliers also have local sites: the city of Puebla is home to 70 industrial part-makers clustered around the Volkswagen plant.  This sector has been a happy hunting ground for many UK exporters, with COMAU Estil, the advanced robotics specialist, recently winning a contract for the provision of British design and engineering expertise to automotive clients in Monterrey.

marketing translations technical translations website translationsThe country offers ample opportunity for exporters to exhibit, and Wolfestone is already receiving information requests for this August’s International Computer and Electronics Fair, to be held in Mexico City’s World Trade Centre.  This is the largest fair of its kind in Latin America and we support clients with the preparation of marketing brochures, bilingual business cards and, where necessary, interpreters.  As is the case with so many emerging economies, these forums offer an excellent opportunity for relationships to be forged and doors to be opened.  You just need appropriate preparation, appropriate advice and above all you need to use appropriate language.

You don’t have to “fly naked” when exporting to Mexico and you don’t have to fly solo either.  The right translation and localization partner will help you get where you want to be.

That’s why clients come to Wolfestone.

DAVID JONES

 

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  • Amita Sharma

    The slowdown in this economy notably in the service sector to end of 2011 has set some alarm bells ringing. Mexico might be trying to reduce dependence on the USA (with good reason) but if Americans stop buying their cars what happens then?

    • admin

      Amita

      I agree that the automotive sector could be affected by shifts in demand from US consumers but major players have shown faith in Mexico, and the fact that in the past few weeks Nissan gave the go ahead to a new $2 billion plant in Aguascalientes tells us something about their confidence in this market.

      I’m not implying there’s no prospect of dampened US demand having a knock on effect for Mexican industry. I’d suggest that, ironically, the key threat to US recovery is the spectre of a prolonged European financial crisis – a downside of globalization is that if one of us sneezes, you can’t say for sure who’ll end up catching the cold. I’d also suggest that while Mexico’s Q4 growth was disappointing, it was far from disastrous and manufacturing, particularly automotive, seems to be holding up well.

      Year on year growth for Mexico in Q4 was actually very sound, with economic output up 3.7% from 2010, moroless as forecast. Overall, Mexico’s economy grew by 3.9% in 2011 with 3.3% forecast by Reuters for 2012. While that represents a marginal slowdown it’s still a set of figures that most European finance ministers could only dream of.

      As a snapshot of Mexican consumer behaviour, recent market research indicates that over the course of a calendar year, households are exposed to approximately 1,000 new products. 60% of these households purchase at least one new product per month, and 25% of those purchasers then become repeat users of the new product. If you have something worth buying and you sell it with skill and persistence, I believe this is an excellent target market.