Mitsubishi Motors decided to replace the name “Pajero” with “Montero” in Spanish-speaking markets due to a linguistic issue. In Spanish slang, “Pajero” has a vulgar meaning—it is a crude term for someone who masturbates. To avoid negative connotations and potential embarrassment, the company opted for the name “Montero,” which translates to “mountain hunter” in Spanish, better aligning with the vehicle’s rugged and adventurous branding.
The Pajero name remained unchanged in other markets where the word did not have such a connotation. This type of rebranding for cultural sensitivity is not uncommon in the automotive industry.
Name Plates, Brands, and Power of Perception
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I have always wondered why Mitsubishi Motors changed the original name of their full size SUV car from Pajero to Montero in the Americas and Spain, except Brazil, and Jamaica.
When Mitsubishi launched the Pajero over 40 years ago precisely in 1982, it got rave reception, especially in Australia where its rugged off-road capabilities got the admiration of car lovers.
The Pajero took the world by storm at the Dakar Rally, the world’s toughest rally raid in 1983, and in 1985 it clinched an overall victory, marking the first-ever triumph for a Japanese vehicle.
And over 26 Dakar Rally appearances up to 2009, the Pajero secured a staggering 12 overall victories, including an impressive streak of seven consecutive wins. This not only showcased its exceptional road-handling capabilities but also underscored its unwavering durability.
However, with all these laudable accomplishments, also came controversies very early in the life of the SUV. And the source of the problem was its name: Pajero.
The word “Pajero” is considered derogatory in Spanish. Technically, the word refers to a “straw seller” in Spanish, but its slang usage connotes something vulgar which is exclusively associated with the act of masturbation.
This led to people in many Spanish-speaking countries to stay clear of the car until Mitsubishi Motors came up with a solution; The Montero.
They started badging Pajero cars meant for North America, Spain, and Latin America as Montero which literally means a mountaineer, or someone to climbs hills. Interestingly, it named same car Shogun, for the United Kingdom market.