Blackwater’s new name: “Car” in Vietnamese by mattsteinglass
February 16, 2009, 11:00 am
Filed under: Uncategorized

Blackwater is trying to escape the negative brand value it’s built up over the last 8 years (“when you’re looking for a team of guys to randomly open fire on bystanders at crowded intersections, we have unparalleled experience”) by changing its name.

The new name is “Xe”. Apparently the Blackwater guys want it pronounced “zee”, as in the letter Z. In Vietnam, however, it will be universally pronounced according to the normal local pronunciation — “seh” — and people will have trouble understanding what company is being discussed, since “xe” simply means “car” in Vietnamese.

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