Content creation in multiple languages and for diverse cultures is inherently complex. Those complexities only increase when that content needs to be as custom-built as the products you sell. Such is the case in the premium automotive industry, which needs automotive localization to underscore luxury and sustainability initiatives.
Luxury brands cater to a discerning audience demanding excellence and bespoke services. Meanwhile, new technologies emerging in the space, like AI, electrification, and software-managed vehicles, are changing both production needs and customer demand. Naturally, these evolving demands also extend to multilingual content creation.
To address these trends and changing needs, we caught up with Emma Hilton, Vistatec’s Director of Global Business Development.
Emma’s 20 years of automotive localization expertise in Italy’s legendary Motor Valley has shaped her perspective on an industry built on tradition yet driven by innovation.
Electrification and Sustainability Trends
for Luxury Vehicle Brands
Over the past decade, sustainability has moved from a corporate buzzword to a necessity. Consumers now expect environmentally friendly cars and features. Meanwhile, automotive regulations around the world increasingly drive adjustments on the manufacturing end.
As Emma puts it:
“The automotive industry is undergoing a radical transformation, including increasingly more stringent environmental regulations and technological changes that collectively redefine the market.”
The resulting adjustments vary widely. Some luxury car brands are prioritizing environmentally friendly interiors. The likes of Bentley, BMW, and Rolls-Royce are taking innovative steps, such as using recycled materials in the production chain. Ferrari has set an explicit goal to be carbon neutral across its entire value chain—from production to sale.
At the heart of the shift is the rise of electric vehicles (EV), a submarket in the luxury car sector. This market is set to grow nearly 20% every year through 2030. Different brands are taking unique approaches in this space. Lamborghini is focusing on hybrid products, while its closest rival, Ferrari, is set to debut its first fully electric vehicle.
This evolution toward electrification and sustainability is driven by more than just regulation or broader market trends. Consumers in the luxury automotive sector are actively demanding a movement toward both. This demand makes it vital for brands to communicate their commitment to sustainability initiatives to fulfill these shifting needs.
That is where automotive localization plays a vital role. With regulations and diverse expectations across markets and cultures, creating a more customized approach is essential to ensure messages are clear and impactful. Vistatec’s expertise, driven by professionals like Emma, helps luxury car manufacturers convey their sustainability efforts across global markets.
How AI and Machine Translation Drive
Automotive Localization Efforts
Across industries, AI has entered the mainstream. It is already making a massive difference in how companies operate and communicate. AI enhances the driving experience in a number of key ways:
Personalized infotainment systems
These systems can learn and adjust to the driver’s preferences, providing a more personalized experience. Some brands, like BMW and Mercedes-Benz, have created AI-powered virtual assistant systems that can be used while driving.
Predictive maintenance systems
These systems take information from the entire vehicle and run continuous analyses in the background. As a result, the vehicle can warn drivers before its system fails. , ultimately extending the lifespan and reliability. AI-powered safety features: Improved technologies can dynamically detect pedestrians, avoid collisions with other vehicles, and predict when roads may be unsafe. Vehicles leveraging these features can intervene automatically, enhancing safety and reducing the chance of accidents.
AI also enables features such as dynamic energy management, which can decrease the fuel or electricity needed to drive the vehicle.
Artificial intelligence is also significantly impacting the luxury automotive sector beyond vehicle features. As Emma explains:
“AI and MT [can] handle large volumes of translations more efficiently, enabling brands to address the complex language needs of autonomous vehicle technology at scale.”
By automating the standardized technical content, such as manuals and backend code, AI allows human experts to focus on more nuanced elements, like user software interfaces, infotainment systems, and mobile apps. This bespoke, hybrid approach ensures a seamless driving experience worldwide.
The Rise of Software-Managed Vehicles
in Luxury Automotive
Software-managed vehicles are leading the shift from analog to digital. These cars are operated primarily by human-machine interfaces (HMI) and infotainment systems. They offer fewer buttons and more touchscreen and voice controls.
This technology is rapidly taking hold among luxury car brands, where convenience and intuitive driving are essential. For example, Ferrari introduced its ‘Eyes on the Road’ system in 2020, an HMI that tracks the driver’s eye movements to create intuitive visual placements for dashboards and user interfaces. The goal is to enhance driver experience and safety. Lamborghini has likewise continued adjusting its infotainment system to become a fully integrated HMI through which drivers can manage nearly every part of the vehicle.
The transition to digital interfaces and software-managed vehicles has presented new translation and localization needs for luxury car brands. As HMI and infotainment systems take center stage, brands must ensure that the language drivers and passengers use to manage their vehicles is intuitive and clear, regardless of location.
Here, Vistatec’s technology-agnostic model becomes critical. Car brands are developing proprietary HMI systems to integrate with their unique and custom hardware. Vistatec’s ability to seamlessly integrate into any tech stack allows brands to maintain their distinctive identity while ensuring global accessibility.
This is where the industry background of our experts like Emma allows us to shine:
“I am very excited to continue building relationships with automotive clients by showcasing our thought leadership in the automotive space with programmatic solutions tailored to individual client needs and the latest industry developments in technology.”
Partnering with Vistatec for Luxury
Automotive Localization
The world of premium automotive brands requires a strategy designed to meet the global needs of audiences across cultures. Localization ensures that all language needs align completely, from software interfaces to marketing efforts.
With Emma Hilton’s expertise and Vistatec’s forward-thinking approach, luxury brands can adapt to the technological and environmental shift that will define the sector over the next decade.
Contact us to learn how Vistatec’s bespoke multilingual content creation services align with the changing needs of luxury vehicle brands seeking to successfully navigate sustainability, digital transformation, and global expansion.