The “oneness of horse and rider” translated to the following: On three separate occasions, I put “Jinba Ittai” into Google Translate to see what it would come up with. Had their marketing department used Google Translate to convert their tagline to English, they would have sent a much different message to their US customers. Yet in Japan, that company’s tagline is “Jinbai Ittai.” This phrase captures the feeling of a horseman warrior, riding across the plains totally in sync with his horse, or “the oneness of horse and rider.” Mazda wanted the tagline to evoke the energy and passion you feel when you drive their cars. In the United States, a tagline like “Driving Matters!” brings the popular car company Mazda to mind.
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