Why MTS Yurent is in English

11.07.2025 в 8:24

MTS Yurent, a car-sharing service by MTS, uses English in its branding and interface. This choice may seem unusual for a Russian service, but there are several reasons behind it.

Key Reasons for English Branding

1. International Appeal

Using English helps position Yurent as a modern, globally-minded service that could potentially expand beyond Russian-speaking markets.

2. Tech Industry Standard

Many technology and mobility services worldwide use English names and interfaces, making it familiar to users accustomed to international apps.

3. Youth Targeting

The English name appeals to younger, tech-savvy demographics who are comfortable with English tech terminology.

4. Brand Differentiation

An English name helps Yurent stand out from competitors with Russian names in the car-sharing market.

Language Implementation

User Considerations

• The core service remains fully functional for Russian speakers
• Basic English understanding helps with some interface elements
• Customer support is available in Russian
• All legal documentation is provided in Russian

Future Possibilities

The English branding could indicate MTS's plans for:

1. Potential international expansion
2. Integration with global mobility platforms
3. Partnerships with international car manufacturers
4. Attracting foreign visitors in Russia

While the English branding might seem unusual for a Russian service, it follows modern business trends in the tech and mobility sectors, helping Yurent maintain a contemporary image while still serving the local market effectively.