Looking at a name like “TÜV Rheinland”, you’d have thought they’d be mad to launch in Spain with the same name as they use in Germany. The “German technical inspectorate” is well known in Germany – what they test, has to be good. A bit like the MOT in England testing cars. But to Spanish ears TÜV must look like a German invader.

But they seem to be doing well. So maybe a brand from the Land of Norms should sound German.