The automotive industry is a global behemoth, with manufacturers operating on a worldwide scale. As such, a vast amount of documentation accompanies the manufacturing and exportation of vehicles. This documentation encompasses everything from technical specifications to user manuals and marketing materials.
As companies expand their operations globally, translation becomes a pivotal component of their success. This is where automotive translation comes into play, ensuring that all necessary documentation is accurately conveyed across languages and cultures.
The importance of automotive translations is further amplified by the growing reliance on software in the industry. According to Goldman Sachs Research, the industry’s profit pool is forecasted to expand from $315 billion in 2020 to $405 billion by 2030. And one of the core reasons behind this forecast is the potential for software monetization. With software playing an increasingly significant role, the need for precise and consistent translation of software interfaces, user guides, and related materials becomes paramount.
But before we delve into why it’s important to translate automotive documentation correctly and the many different types it encompasses, we must first establish a working definition.
What is automotive translation?
For example, when a Japanese automaker plans to sell their vehicles in the European market, they would need to translate all relevant documentation, such as owner’s manuals, warranty information, and safety guidelines, from Japanese to various European languages. This ensures that consumers in different regions can access and understand the information necessary to operate and maintain their vehicles effectively.
The 9 types of automotive translation
1. Regulatory documentation
This category covers all the legally required documentation that automotive companies must provide to operate in different countries and markets.
It includes submissions proving the vehicles meet each region’s safety standards, emissions regulations, and other compliance requirements.
Automotive companies also need expert automotive translation for a range of legal paperwork like contracts, litigation materials, and environmental & sustainability reports. Accurately translating these technical, yet critical, regulatory documents is essential for getting vehicles certified and approved for sale.
Key regulations requiring translated documentation include WLTP emissions testing, UNECE vehicle standards, EPA emissions/fuel economy regulations, and emerging EV safety requirements.
For example, an American automaker launching a new hybrid SUV in Europe would need to expertly translate all related environmental reports to comply with EU emissions directives and regulations like WLTP.
2. Research & development
3. Safety and service documentation
This category covers the translation of critical documents related to vehicle issues, repairs, and recalls. It includes technical service bulletins (TSBs) that provide vehicle service departments with instructions for diagnosing and fixing known problems. Accurate translation of these TSBs ensures mechanics worldwide can properly repair the issues.
It also encompasses recall notices that must be translated to notify vehicle owners in their local languages about safety defects and how to get them remedied free of charge. Additionally, hazardous materials documentation like safety data sheets (SDS) require expert translation to protect workers and comply with regulations like OSHA’s Hazard Communication Standard.
For example, if an automaker issued a recall for a faulty fuel pump, they would need the recall notice professionally translated into multiple languages for different markets by an automotive translator with the right SME. The translated TSBs would guide international service teams in inspecting and replacing the pumps correctly and consistently.
4. Staff training and development resources
This category encompasses the translation of a wide range of training materials and educational resources used by automotive companies.
It covers traditional formats like instructor-led training manuals as well as modern e-learning modules, webinars, and mobile apps.
Consistently translating these materials ensures sales teams, service technicians, corporate personnel, and other staff can receive standardized training tailored to their roles and regions.
Furthermore, to translate automotive documentation of this kind effectively, the translators must be familiar with the local culture and ideally, the learning preferences of the region. Natives or at least, in-territory experts are often necessary.
For example, by translating training materials into Mandarin, Tesla could effectively communicate its company culture, operational standards, and technological intricacies to its Chinese employees.
This translation effort ensured that the local workforce was well-versed in “the Tesla way” of doing things, from manufacturing processes to sales and customer service. Such localization goes beyond mere language translation; it involves cultural adaptation to ensure that the nuances of Tesla’s innovative and customer-centric approach are fully understood and embraced.
5. Internal communications
For multinational automotive companies with employees spanning the globe, expert translation of internal communications is essential. This category covers the translation of messages, announcements, policies, and resources shared company-wide to keep the entire workforce informed and engaged, regardless of location or language.
It includes routinely translating items like:
- Company newsletters and email updates.
- Human resources documentation (policies, benefits, training, etc.).
- Executive statements and town hall recordings.
- Compliance resources and code of conduct materials.
As an example, a German automaker with manufacturing facilities in Mexico would need to translate important HR communications about updated workplace safety policies into Spanish. Similarly, a company-wide town hall recording by the CEO would require professional translation into the languages spoken across their global offices and plants.
With a seamless translation of these internal communications, automotive companies can cultivate an integrated worldwide workforce that remains consistently informed and aligned on important corporate matters. This promotes engagement, policy adherence, and a cohesive company culture.
6. Suppliers and partner communications
Given the highly interconnected and international nature of automotive supply chains, professional translation is vital for seamless collaboration with suppliers and business partners worldwide.
This category focuses on translating all documentation and communication related to procurement, production, quality control, and operational alignment.
It includes translating materials such as:
- Supply contracts and terms/conditions
- Requests for quotes (RFQs) and order forms
- Product/component specifications and technical drawings
- Quality assurance standards and control plan documents
- Project updates and operational communications
For instance, an American automotive company sourcing battery cells from a Korean supplier would need expert translation of the supply agreement, product specifications, quality standards, and more into Korean and English. This ensures both parties have a transparent understanding of the deliverables, timeline, pricing, and quality requirements.
With accurate automotive translations, companies can effectively manage their global supplier networks, mitigate risks in the extended supply chain, and drive consistent quality and operational excellence for vehicle programs worldwide. Clear cross-border communication prevents costly errors and delays.
7. Software
As automotive technology rapidly advances with electric vehicles (EVs) and autonomous driving capabilities, vehicles are becoming increasingly software-defined and reliant on complex code.
In fact, according to Goldman Sachs, vehicles could contain up to 650 million lines of code by 2025. This degree of complexity has greatly amplified the need for expert automotive translation solutions that specialize in software localization.
This type of automotive translation encompasses translation and localization of all vehicle software interfaces, applications, and user documentation to provide a seamless experience tailored to each region’s languages and cultural preferences. It covers:
- In-vehicle infotainment and navigation system UIs and voice commands.
- EV dashboard interfaces display battery and charging status.
- ADAS and self-driving vehicle interfaces for semi-autonomous features.
- Diagnostic software and over-the-air (OTA) update instructions.
- User manuals and tutorials for vehicle software/apps.
For example, a Chinese EV maker attempting to sell vehicles in Europe would need to localize all software interfaces, apps, and instructions into languages like English, German, French, and Italian. This enables drivers to safely and easily interact with systems for tasks like charging, navigating with driver assistance features, accessing vehicle data, and more.
8. Marketing content
This category focuses on translating all the content automotive brands create to market their vehicles and promote their brands across diverse linguistic and cultural markets. It covers a wide range of materials like:
- Vehicle brochures, catalogs, and specifications sheets.
- Websites, landing pages, and digital ads.
- Social media posts and videos.
- Press releases and media kits.
- Print, broadcast, and outdoor advertising campaigns.
Expert automotive marketing materials translation ensures this content resonates authentically with target audiences in each region by adapting messaging, visuals, and even cultural references appropriately.
For example, an American truck brand launching a new pickup model would need to expertly translate brochures, websites, video ads, and more into languages like Spanish, French, German, and Chinese for major markets. Cultural adaptation is also key—a Spanish translation for Mexico may require different messaging versus one for Spain.
9. Customer support documentation
Providing exceptional customer service and support is paramount for automotive brands operating across international markets. This category covers the translation of all resources aimed at assisting and educating vehicle owners and potential customers worldwide.
It includes localization of materials such as:
- Customer service manuals and training documentation for support agents
- Vehicle owner’s manuals, warranty guides, and FAQ sections
- How-to videos and troubleshooting instructions
- Contact center scripts and interactive voice response (IVR) systems
- Live interpreter services for customer calls
Having this customer-facing content accurately translated ensures a consistent service experience no matter the language or region. Owners can easily find guidance on using vehicle features, understanding their coverage, resolving issues, and getting general inquiries addressed.
For example, a German luxury automaker would need to translate all customer support content like owner’s manuals, FAQs, and contact center scripts into languages like Spanish, French, Chinese, and Arabic to support customers in key global markets.
Through professional automotive translation services, companies can remove language barriers and provide their global customer base with the resources needed for a seamless ownership experience from purchase through maintenance and support requests.
