The car world is full of humorous mistranslations. The often-cited example is that No Va is Spanish for “it doesn’t go,” and thus Chevrolet struggled to sell its iconic muscle car in Latin America. This may just be a myth. But Mazda indeed discovered LaPuta is Spanish slang for prostitute during a car launch. Audi found out the hard way that étron is French for poop. Mitsubishi learned that Pajero is Spanish slang for masturbator. And much to Ford’s chagrin, Pinto is Portuguese slang for male genitalia. So what about Daihatsu’s Japanese-market Naked? The truth may just be that the humble Kei-class car just has nothing to hide. Or Daihatsu may have accidentally laid a clever marketing tactic bare.

So there I was, minding my own business on Cars and Bids, when a silver Kei car with an NSFW name popped up. The 2000 Daihatsu Naked in question is a subcompact hatchback imported from Japan. It’s a right-hand-drive stick shift with a tiny, turbocharged I3 engine. It also features adorable, outdoorsy styling. But first, what the heck is a Kei car?

What’s a Kei car?

The Kei class of subcompact vehicles has strict limits in the Japanese market, but is very cheap to purchase and insure. They must be shorter than 11 feet, 2 inches, and up to 4 feet, 10 inches wide. Thus, many have a cab-over layout to maximize usable space. They have also historically faced horsepower limits, so automakers often use tiny three-cylinder engines. From one-seat pickup trucks to cute Subaru minibuses, Kei-class vehicles have become popular imports to the U.S. They definitely win the “quirky” award at any car show.

So, on to the Daihatsu Naked. It was originally rolled out at the 1997 Tokyo Motor Show. You can think of it as a micro SUV. It barely seats four and has tiny 13-inch wheels. But it’s available as either FWD or AWD. Its memorable squared-off styling features exposed door hinges, flat glass, round headlights, and utilitarian details. Its rear seat is easily removable, and the rear area includes abundant tie-down points for cargo. 

Considering these barebones styling choices, the “Naked” model name could be considered on-brand. Even if it’s a bit off-color.

The Daihatsu Naked’s design wasn’t completely out of left field. There have always been fans of utilitarian-looking vehicles. But this was the same era when Pontiac debuted its first stab at a quirky, utilitarian crossover with the Aztek concept. Toyota would follow suit with its retro-fabulous FJ Cruiser concept a couple of years later. Hummer was about to launch the H2, and Mercedes-Benz was finally releasing the G Wagon in the U.S. market. Boxy SUVs were in.

Unfortunately, Daihatsu’s next Kei-class hatchback design was much more conventional. The Daihatsu Naked could have evolved into a sort of Suzuki Jimny/Samurai or Fiat Panda competitor. But it was canceled after 2003. Daihatsu continues to be one of Japan’s leading Kei-class vehicle manufacturers. Since 2016, it has been a wholly owned subsidiary of Toyota.

Why was Daihatsu so proud of the Naked name?

So what about that name? Wikipedia tells me it might have been pronounced Daihatsu Neikiddo in Japan. But what’s intriguing is that its badges have the English word “Naked.” And it has badges everywhere. 

This thing says “Naked” in chrome on the rear hatch. But it also has the word in the middle of the speedometer and on the corner of the floor mats. The design on its carpets is actually just the word Naked repeated over and over until it looks like geometric patterns. Honestly, I expect there are Gentlemen’s Clubs with fewer “Naked” signs. 

Why so blatant? Well, considering that roughly 30% of Japan’s population speaks fluent English, the dirty foreign word might have been an inside joke younger drivers could chuckle at, confident that most older folks wouldn’t know what it meant. It’s actually a pretty clever strategy. But it leaves me with some questions for the marketing teams behind the Mitsubishi Pajero and Mazda LaPuta.