Diversity Empowers Marketing: Automotive

MIREMS works to make diverse voices accessible by providing translated summaries of web, print, ratio and TV news, advertising and advertorials.

Russian: "2018 Toyota C-HR: Corolla 'on drugs'"

Russian print source from Chicago, Chicago News reports:

Previously, everything was simple. Take for example the Toyota Celica or even the existing Tundra! Now everything is turning into a set of abbreviations, especially in the Corolla department. Despite such bold decisions in terms of colours/forms, the company is taking the right steps to keep attention on its cars on the market. In such a crowded segment of the compact crossover, you need to offer not only the minimum price but also originality. The 2-litre engine 144 hp paired with a CVT gearbox, which helps to get adequate fuel economy figures - 27MPG in the city and 31MPG on the highway. It has a weight of about 3,300 pounds, which is enough (in terms of power) for the chassis (and this is what the competitor HR-V has big problems with). However, there is still a lot of noise from the motor and the road in the cabin. You will find that the 12v car outlet is only in the armrest and if you are using a Desch camera or a radar detector, the cable will have to be “pulled” through the entire cabin. Worst of all, the armrest does not even have holes for the same cable. The machine still opens and starts with a key. The rear seats are not exactly designed for adult passengers. There is not much luggage space (as it may seem) and not enough space in width for comfortable long trips in the rear because of the low roof and body shape. (03/06/2018)

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Spanish: "Toyota must remove 2.4 million defective cars around the world"

Spanish source from Orlando, Florida Noticias Ya reports:

Toyota is recalling about 2.4 million hybrid cars worldwide that could stop while driving. The Japanese automaker said the recall affects about 807,000 Toyota Prius cars in the US. Toyota says that the defect occurs in rare situations, and has the result that the vehicle cannot enter a fail-safe driving mode in response to certain failures of the hybrid system. When this happens, the vehicle can lose power and stop. The automaker did not say if this had caused any accidents, injuries or deaths. Customers will be notified when their cars can be repaired, and dealers will apply a software repair for the Prius free of charge. (05/10/2018)

Polish: "Changes to NAFTA have not ended the threat of tariffs on cars from the EU"

Online Polish source from Chicago, Dziennik Zwiazkowy reports:

The changes in the NAFTA agreement negotiated on Sunday will allow Mexico and Canada to avoid the threat of higher US tariffs on cars. However, such a threat has not disappeared from products exported to the US from EU countries. Both trade unions and car companies are not enthusiastic about the adoption of the USMCA agreement. The new agreement provides for an increase in wages for employees in the Mexican automotive industry so that they will be equal with wages in the US in this sector - 40 percent higher than the current average salary in Mexico. Such an increase in salaries will, of course, increase the cost of production in Mexico and may result in the exit of car manufacturers from this country. The USMCA agreement is also not a solution for such large manufacturers as Toyota USA, which imports the most important components to cars manufactured in the US from Japan and other countries. (03/10/2018)

Chinese: "Toyota is recalling more than 1 million of its hybrid vehicles worldwide over a potential fire risk"

New York's Chinese source World Journal reports:

Toyota announced a recall of around 1.03 million vehicles produced between June 2015 and May 2018. Of the 1.03 million, 554,000 are in Japan, 217,000 in North America and 219,000 in Europe.

Russian: "By its 50th anniversary, the Toyota Corolla has become even safer"

Russian source from Detroit, 7 Days Detroit reports:

The Toyota Corolla has always been considered a win-win for those who are looking for a reliable and safe car at a reasonable price. After all, 43 million buyers cannot be wrong. The Japanese automaker decided to celebrate the 50th anniversary of the Corolla, making it even more attractive and safer. In 2017, Corolla borrowed from the Prius, its environmentally friendly sister, the package of active safety tools Toyota Safety Sense P. In addition to a camera and a laser tracking system for road traffic, the car is equipped with a collision warning and pedestrian detection system with automatic braking, adaptive cruise control, a road marking tracking system and a rear-view camera. Also this year, a control system for "dead" zones was added. The Corolla received 5 stars again from the National Highway Traffic Safety Administration and was named exclusively safe by the Insurance Institute for Highway Safety. Its main characteristics are a four-cylinder engine with a displacement of 1.8 litres, 132 hp and 128 Nm torque. The car accelerates to 96 km / h in 10 seconds. Toyota knows what Corolla customers like best: comfort, reliability, economy. And they gave customers a great gift. (26/06/2018)

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