So the next time you feel like illustrating your point that even big-shot bigwig executives get things wrong by trotting out that story you heard about the Nova bombing in Spanish-speaking countries in the Seventies because its name translated as “won’t go,” don’t – the story’s made up.
Apparently, the story has become a staple in undergrad and master’s-level business courses, used to illustrate the pitfalls of either a) insufficient research when entering foreign markets or b) insufficient workplace diversity. The business department was on the other side of campus all our four years, but we still heard the story at some point, so it’s a good bet that the tale is not exclusive to the ears of MBAs.
(Some perusing of our library reveals the story repeated in Steve Statham’s book, “Nova SS Muscle Car Color History.” Good bet it’s repeated in other reference books as well.)
Whoever tells the story, it’s a good bet they have no more than a mere understanding of Spanish or of automobile history. Or of how modern multinational businesses work, for that matter.
Don't let the mythos fool you, no one in Chevy was dumb enough to name a car "No Go."
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