This reminds me of a story I heard about Hyundai. They were looking to launch their new family saloon in the UK which was called the Hyundai C r a p.
Obviously the PR boys were quickly informed that this name would be totally unsuitable for the English speaking world so they turned to a London-based ad company to come up with a suitable name. They came up with the name Hyundai Pony which was adopted. A stroke of pure genius, the copywriter must have been a squaddie at some time.