Yamaha Indonesia made a big mistake by using ambiguous and wrong word for their new catch phrase “ini jalan kita”. In their new website page for MT-25 and Vixion they use catchphrase “Ini jalan penguasa, ini jalan kita”:
In their new video advert for MT-25 they use catchphrase “ini jalanku, mana jalanmu, ini jalan kita”
It seems those new catchphrase were derived from english word literally without considering the Indonesian culture. Taken as it is, without narration or story, those catchphrase is not only uncool but also offensive and can make people mad.
The word “jalan” seems to be derived from the word “way”. While “jalan” can mean road or method, most of the time “jalan” refer to “road”, especially when it is mentioned for something that use the road. The word “ku” means “me”, the word “mu” means “your”, the word “kita” means “our” which can be them only or include us. With a narration people can translate “ini jalanku, mana jalanmu, ini jalan kita” as “this is my way, what is your way, this is our way”. Without narration people will translate it as “this is my road, where is your road, this is our road” which is considered offensive because not only arrogance but also selfish.
The word “penguasa” seems to be derived from the word “conquer”. While the phrase “menguasai lomba” (the active verb version of “penguasa”) has the same meaning as “conquering the race”, “menguasai jalan” actually do not means “conquering the road”. It actually means “taking control of the road” or “taking over the road”, as usually done by the authority or mobs or demonstrant, which prevent others from using the road. With narration the catchphrase of “ini jalan penguasa, ini jalan kita” can be translated to “this is authority’s way, this is our road”. Without narration people will translated as “this is authority’s road, this is our road” as if Yamaha is the authority, and the road belong to only Yamaha, denying other people’s right to use the road, forbid the other from using Yamaha’s road. It has a very offensive meaning.
The misunderstanding already happening among riders. We can see it happen clearly on the article made by famous Indonesian blogger Taufik from tmcblog.com. Many reader and even the writer itself assume that “jalan” refer to “road”. You can read people’s reaction here:
Scoop . . . Yamaha Indonesia siapkan Kampanye Baru ” Jalan Kita ” untuk varian StreetBike? June 6, 2015
With the new catchphrase Yamaha Indonesia seems to try to build exclusive image. This is against the current trend among rider in Indonesia. In Indonesia, people join motor group or club to try to get unity, not exclusivity. The motor group or club forbid people from bad mouthing others even from different brand. They want to make friend with everyone, to act like a family. They are also very tolerant, they sometimes do a join touring with different kind of clubs, even from another brand. They often make a charity event, helping the weak and do good deeds to the society. The exclusivity offered by Yamaha Indonesia are not suitable for them. Yamaha Indonesia new catchphrase can be seen as something that break this trend.
The current situation also discourage selfish / exclusive group. People are now concerned about the violence from immature and irresponsible selfish group. The violence have cause damages and death casualties. The police even asking every group to report their activity and member with a deadline date set. The new catchphrase from Yamaha Indonesia do not improve this situation but make this worse. Their catchphrase endorse egoist selfish group instead of trying to make the group more tolerant to others.
A responsible rider would not be comfortable using that kind of catchphrase. Only immature and irresponsible rider will be comfortable. So this kind of catchphrase not only make others hate Yamaha but also even make the owner uncomfortable. Yamaha Indonesia new catchphrase only suitable for selfish insensitive exclusive group which is not suitable for Indonesia.
I believe that Yamaha Indonesia should revise their catchphrase to a more tolerant one.
To Indonesian reader:
Maaf bila artikel ini menggunakan bahasa inggris. Karena penulis menduga yang bikin semboyan / slogan Yamaha itu tidak mengerti bahasa Indonesia sehingga untuk bisa mencapai petinggi Yamaha harus pakai bahasa inggris.
Inti dari artikel ini adalah penulis menganggap Yamaha salah pakai kata. Penulis perkirakan mereka maunya pakai semboyan “This is my way, what is your way, this is conquerer’s way, this is our way”. Semboyan yang tidak jelek. Namun masyarakat menterjemahkannya menjadi “this is my road, where is your road, this is authority’s road, Yamaha is the authority, this is Yamaha’s road”. Semboyan yang sangat egois dan menyinggung perasaan. Bukti bisa dilihat sendiri pada komentar di artikel mas taufik.
Selain itu penulis berpendapat bahwa rider membuat grup atau klub untuk kebersamaan, bukan untuk bikin gengsi gengsian. Grup di Indonesia sangat tolerant terhadap perbedaan, dan siap melakukan touring bersama – sama dengan grup lain walau beda merek. Grup atau klub di Indonesia lebih mementingkan persatuan dan menghindari perpecahan, pengkotakan atau geng gengan. Lebih mementingkan rasa kekeluargaan daripada eksklusif. Sayangnya semboyan Yamaha lebih mengarah ke perpecahan.
Yamaha Indonesia perlu merubah semboyannya.