Customer Name: Mercedes-Benz
Customer Sector: Automotive
Project Overview
This project involved the English-to-Turkish translation and localization of the Mercedes B2B Connect Flyer, a marketing brochure promoting the Mercedes-Benz B2B Connect App. The source content included a mix of marketing copy, technical descriptions, and legally mandated text, each with distinct tone and style requirements.
The flyer highlights key app features, including vehicle proximity access, availability and pricing overview, VIN and parts scanner functionality, and shopping cart synchronization. Marketing elements required engaging, clear, and persuasive Turkish wording to motivate dealers and workshop personnel, while legal disclaimers needed precise, formal translation to comply with regulatory requirements.
The project also required maintaining consistency with Mercedes-Benz’s broader communication ecosystem, ensuring the localized text would fit seamlessly alongside existing workshop materials and digital content. Additionally, the translation had to remain visually compatible with the flyer’s structure, preserving layout-friendly phrasing without compromising accuracy.
The resulting Turkish version preserves the promotional impact of the marketing content while ensuring that legal disclaimers and notices maintain full compliance and readability. Call-to-action (CTA) messaging was also localized effectively.
CHALLENGES
- Mixed Content Types
The flyer blends persuasive marketing copy with highly formal legal text. The marketing sections demanded a smooth, natural, and engaging Turkish tone, whereas the legal disclaimer required precise, literal, and risk-averse phrasing. Balancing these contrasting styles within a single brochure was a key linguistic challenge.
- Brand and Tone Consistency
Mercedes-Benz has a globally recognized voice—clean, confident, technical, and premium. The localized text needed to reflect this identity, especially in call-to-action phrases such as “Visit the product page to learn how the new app enables faster and more efficient access to B2B Connect services.” Ensuring stylistic alignment with previous Mercedes-Benz communications in Türkiye was essential.
- Technical Terminology Accuracy
Terms such as VIN & parts scanner, shopping cart synchronization, near-vehicle access, and workshop portal integration required careful selection of established Turkish automotive terminology. The goal was to avoid ambiguity while keeping the language accessible to service advisors, technicians, and B2B users.
- Marketing Imagery Translation
The English flyer uses concise messaging—short, punchy statements designed to communicate functionality at a glance. Turkish equivalents often require more characters to maintain clarity, so the challenge was to preserve the original brevity without losing meaning.
- Legal Text Sensitivity
The disclaimer references product updates, printing limitations, regulatory conditions, manufacturer rights, and German-specific legislation. This part needed to remain fully intact in legal meaning while being readable and compliant in Turkish. Accuracy was critical because this text may be used in multiple markets and must remain binding.
SOLUTIONS
- Two-Tone Translation Strategy
A dual approach was used—marketing content was localized with smooth, user-oriented phrasing, while the legal disclaimer was translated with strict adherence to source wording and structure.
- Mercedes-Benz Style Adaptation
The translation followed the brand’s local communication standards: clear technical terminology, direct descriptive expressions, and refined but accessible language for workshop audiences.
- Terminology Alignment with Automotive Sector
Terms like VIN ve parça tarayıcı, Alışveriş sepeti senkronizasyonu, and Servis portalı entegrasyonu were selected to ensure immediate understanding by workshop personnel and administrative users.
- CTA Localization with Local Preference in Mind
Calls to action were adapted to reflect the polite but direct tone commonly used in Turkish automotive B2B communication.
- Enhanced Clarity for Functionality Highlights
Feature titles such as Availability and prices at a glance, Scanning directly on the vehicle, and A common shopping cart for your orders were localized in a way that preserves the same quick-read format without disrupting the visual layout of the flyer.
SOLUTION ELEMENTS
- Marketing content localization
- Technical terminology harmonization
- Legal disclaimer translation
- Brand tone and style alignment
- Feature and CTA adaptation for Türkiye market
- Layout-friendly microcopy structuring
BENEFITS
- High-Fidelity Brand Representation
The Turkish version maintains Mercedes-Benz’s brand identity and professional tone across all sections, ensuring consistency with the company’s broader communication materials.
- Clear and Professional Communication for Workshop Users
The localized content makes it easy for workshop teams to understand key app functions such as scanning capabilities, real-time availability checks, and inbox-to-vehicle workflow improvements.
- Legal and Technical Accuracy Ensured
The legal disclaimer was translated with careful attention to regulatory sensitivities, product update policies, geographical limitations, and manufacturer rights—protecting both the customer and end users from ambiguity.
- Marketing Impact Preserved
By adapting feature descriptions and CTAs to fit Turkish reading patterns, the localized flyer retains the original’s marketing impact—supporting customer engagement and app adoption efforts.
- Ready-to-Use Localized Asset
The final brochure is fully localized, polished, and ready for use in Türkiye, ensuring seamless incorporation into Mercedes-Benz’s marketing and communication channels.
