Way of confusing people

Way off the mark

Way off the mark

Getting increasingly irritated by the Suzuki slogan ‘Way of Life’, I decided to look into what could surely only be some German translation or misguided attempt to sound cool. When I did, I was amazed to discover that this terrible slogan is actually not a mishap from an agency here in Germany, but their international slogan.

What do they mean ‘Way of Life’? I thought at first some German managers had decided to do a play on words to imply the car and motorbike brand is A way of life, a life style, something like that, and at the same time a ‘way’ as in a road or the way your vehicle drives.

Wrong, I’ll admit I jumped to conclusions, probably because I’ve worked with so many agencies in Germany that try to sound English but get it wrong.

Way of Life doesn’t work for me, so maybe a non-native speakers gets it? We don’t say ‘way of life’, we talk about ‘A way of life’, or even use constructions with ‘living’. Oh dear.

Alex Woodruff

About Alex Woodruff

Share a little biographical information to fill out your profile. Share a little biographical information to fill out your profile. Share a little biographical information to fill out your profile.

Leave a Comment