Why Did Bayerische Change Its Name to BMW?
3 Answers
A Swiss agency company in Hong Kong first changed its name to 'Bao Ma Li Ya,' and the name 'BMW' gradually became popular. When it entered the domestic market, 'Bao Ma Li Ya' was shortened to 'BMW.' This is the origin of the BMW name. More details are as follows: BMW (Bayerische Motoren Werke AG): The full Chinese name translates to Bavarian Motor Works, a German automobile brand. Model Series: BMW's model series include i, X, Z, and pure numeric models such as 1, 2, 3, 4, 5, 6, 7, and 8, along with the M series (BMW's official high-performance modification division), which is an enhanced version of the standard models.
While following the automotive industry, I learned about BMW's name change, which is quite interesting. When BMW first entered China in the early 1990s, it was called 'Bayer,' but sales were sluggish because the name sounded too foreign, was hard to remember, and disconnected from everyday language. Later, a strategic decision was made to rename it 'BMW' (Bao Ma in Chinese), which immediately resonated—'Bao Ma' in Chinese culture symbolizes nobility and speed, reminiscent of ancient dignitaries riding prized horses to flaunt their status. Modern drivers of BMW cars now feel a sense of prestige. After the name change, sales doubled and even boosted brand loyalty. This reflects the wisdom of brand localization—not just BMW but also Mercedes-Benz took a similar approach, avoiding rigid transliterations and instead forging emotional connections with consumers. Though a small change, it completely transformed the market landscape.
As a car enthusiast, I often ponder the stories behind brand names. The fundamental reason for changing 'Bayerische Motoren Werke' to 'BMW' was that the original name wasn't approachable enough. In early advertisements, people found 'Bayerische' hard to pronounce—it sounded like a cold, foreign term. Renaming it to 'BMW' was much smoother: the Chinese characters are simple to say, carry positive connotations (BMW symbolizes speed and luxury), and resonate with traditional Chinese culture where horses represent good fortune. BMW made a smart move by directly attaching names like the 7 Series or 5 Series to the 'BMW' brand, significantly boosting recognition. Plus, the rebranding cut marketing costs—no more explaining what 'Bayerische' meant; now, everyone knows 'BMW.' This shift highlights how foreign brands must first overcome the language barrier to succeed in the Chinese market.
