Why is the Junyue called Lacrosse?

[LaMargaret]

Junyue (Lacrosse) is a new mid-to-high-end sedan launched by Shanghai GM, positioned between the Regal and Royaum. Shanghai GM introduced the Junyue to replace the Regal and secure an important position in the domestic mid-to-high-end car market. The explanation for why the Junyue is called Lacrosse is as follows: LaCROSSE originally refers to lacrosse, a sport popular among young people, originating from Native Americans and widely played in the eastern United States. Similar to hockey and soccer, the objective of lacrosse is straightforward—to score by getting the ball into the opponent's goal. Buick chose LaCROSSE to represent its product because it best symbolizes America, with a long history, deep cultural heritage, and widespread popularity.

[SanCourtney]

I remember Buick named the Lacrosse 'Jun Yue' in the Chinese market mainly due to market localization strategy considerations. When General Motors entered China, they found that directly using the English name would affect acceptance, as Chinese consumers are more accustomed to Chinese names, which are easier to remember and spread. The two characters 'Jun Yue'—'Jun' symbolizes noble and kingly demeanor, while 'Yue' represents surpassing and innovation—sound elegant and upscale, fitting the positioning of a premium sedan. Similar examples include BMW being called 'Bao Ma' (treasure horse), another model of localization. This strategy wasn't just for sales but also enhanced brand affinity. In China, car names often incorporate auspicious meanings, and naming it 'Jun Yue' directly bridged the gap with users, boosting recognition. In practice, around 2006 when it was launched, Buick conducted research proving this name adjustment was very successful.