"E ke betzli aaltmöödisch sömmer": Hype focuses on Appenzell dialect

"The people of Innerrhoden feel a strong connection to their dialect. By speaking it, the Scheidweg garage is emphasizing its own tradition and origins," says Daniel Steiner from Hype in a press release.

For several years now, the garage has been communicating on social media or with the slogan "E betzli meh - fö e rondom guets Gfühl" ("A little bit more - for a good feeling"). "We are an Appenzell company and the majority of our customers come from Eastern Switzerland. Why shouldn't we also publish a brochure in our dialect?" says Mike Bregg, Operations Manager at Scheidweg-Garage.

With the dialect brochure, the Scheidweg garage wants to build a personal relationship with its customers and clearly set itself apart from its competitors. "We've only received positive feedback so far and some people come by just to pick up a copy," says Bregg. 

And this is how the Scheidweg garage describes itself in the brochure: "Öseri Garage is auf em neueschte Stand ond macht als Servicepartner fö VW, Audi, Skoda und VW-Notzfahrzüg meh als gad e gueti Falle". To ensure that every sentence is correct, Hype had the text translated and corrected by Joe Manser, an icon of the Innerrhoden dialect.

The leaflet is full of regional specialties. As not everyone will understand all the text straight away, there is also a page with "a little help for those who don't understand everything". And for those who still only understand Audi, VW and Skoda despite the small translation aid, there is an online Scheidweg-garage.ch/fotege the complete text in High German.