What's
In A Name?
(February 2006) AdAge Reporter, Jean Halliday, investigates
just how valuable a great automotive name can be. In response to the $32 million
pricetag, recently placed on the trademark for the Deusenberg name, Halliday
concludes that many auto manufacturers often overlook the potential value
of a developing a classic brand name. AdAge
Article
Buy
An Entourage
(February 2006) Hyundai announced the release of their new
2007 Entourage minivan at the Chicago Auto Show this year. With a price significantly
lower than the Honda Odyssey, its closest competitor, you wont need MC Hammer's
budget to enjoy your very own entourage. AutoBlog
Coverage
Mercury
Seeks Style, Finds it in Milan
(November 2005) In an effort to move away from its stodgy
reputation earned from models like the Grand Marquis, Mercury is releasing
a new mid-sized sedan and a new ad campaign targeting a more youthful and
stylish market. For the name, they chose Milan, which is not only world famous
for its fashion, but also begins with the letter M and therefore fits nicely
in the Mercury family alongside Montego, Mariner, and Monterey. The campaign
targets film and fashion with humor as a means of attracting the "off-beat"
market and gaining some of the market share already owned by its sister vehicles,
the Ford Fusion and the Lincoln Zephyr. Brandweek
Article
The
'Pivo' Creates A Buzz...
(October 2005) Nissan's new Pivo concept
car likely derives its name from the fascinating 360º
pivoting capabilities of the cabin. But, to some, the
name may mean something a little different.
In both Czech and Polish, the word Pivo means beer - definitely a notable consideration if they intend to market the car in Europe (or any other place where Pilsner is served, for that matter). Despite this minor naming snafu, the innovative design eliminates the need for reverse, and we'll drink to that!
Honda
Puts the “WOW” in “Bow Wow”
(October 2005) At this year's Tokyo auto show, Honda
introduced the W.O.W Concept. A brand which generally
produces practical and reliable mid-grade vehicles for
your average Tom, Dick, and Harry is now answering to
a new top dog. The “Wonderful Openhearted Wagon,”
equipped with fold-out dog crates, removable and washable
flooring, and pass-through air vents, is a luxury vehicle
designed exclusively for man's best friends Rover, Fido,
and Spot.
Honda has no current plans for production of this canine
concept, but if they did, would we find Paris and Tinkerbelle
trading in their SLK for a WOW? Automobile
Article
Nissan
Announces New Versa
(September 2005) Nissan is jumping on
the mini-wagon bandwagon with their new "Versa"
hatchback. The name is derived from the versatility
offered by the car's surprisingly spacious interiors.
The Versa will compete with models like the Kia Rio,
Scion xA, Chevy Aveo and Toyota Yaris, all of which
offer spacious versatility within their boxy frames.
The Versa is just the first one whose name comes out
and says so. MotorTrend
Article
Jeep
Keeps Patriotic
(August
2005) Jeep announced plans for two new models this week:
the Compass and the Patriot. Although the smaller frames
of these compact 4x4's are new territory for Jeep and
hint at foreign market expansion, they are still branded
like the Jeeps of old. The Patriot, which continues
in the tradition of its All-American big brother the
Jeep Liberty (marketed overseas as Cherokee), raises
the question: how much American flag-waving is too much
for the international market? Jeep has become as American
a concept as apple pie. And yet, while 'Liberty' goes
too far in saying so, 'Patriot' seems to pass the global
test. The international response to this new SUV will
be interesting to see. MotorTrend
Article
A
"Sassy" New Concept Car from Mazda
(August
2005) The new 2006 Sassou, Mazda's concept
car for the European market, was unveiled this month
at the Frankfurt Auto Show. The car offers a USB key
system and an array of other futuristic design elements,
making it a fun and sporty economy car for the b-segment
of the European market. To better convey these design
elements, the Mazda team went with "Sassou,"
which in Japanese can be defined as "having a positive
state of mind or optimistic outlook on the future."
Phonetically, the name is fast and reinforces the zoom
zoom slogan. If driving cars that are smarter than
us is the goal, then it seems like optimism is in order.
Mazda
Press Release
Hyundai Releases Azera, Sets Sights on Luxury Market (July 2005) Hyundai's new Azera, with a price of around $30.000, is competing with brands like Honda and Toyota for the first time in a long time. This Businessweek article analyzes the brand's efforts to follow a growing trend of scrapping economy for luxury; but is the brand name Hyundai too synonymous with value to make the jump so soon? To escape a reputation of cheaply built vehicles, Hyundai has a lot of work to do, and with luxury veterans such as Infinity struggling in an overpopulated market segment, the terrain looks all the more rocky. Businessweek Article
What's
in a Name?
(December
2004) "Naming is one of the most arduous and crappy
tasks that an organization has to do," says Ford
VP Phil Martens, as quoted in this Forbes story which
debates just how much consumers really care about the
name of their car. But if the amount of energy auto
manufacturers invest in the process is any indication,
it has to count for something.
Forbes
Article
Names
That Might've Been
(December
2004) It's becoming more and more difficult to come
up with original and conflict-free names for new automobiles.
This Detroit News Article discusses the numerous problems
that often arise and lists a variety of names that never
made it.
Detroit
News Article
Mustang
Sashay
(November
2004) The re-modeled and highly anticipated 2005 Ford
Mustang will strut its stuff next to Tyra Banks and
a handful of her pretty wannabes on the third season
of "America's Next Top Model" this month.
Ford partners with the UPN, showcasing the vehicle on
the November 3 installment of the reality series. The
show is highly rated amongst female and African-American
viewers. Ford hopes to capture the attention of those
viewers in order to create brand recognition and hopefully
to generate sales for the eye-catching car. AutoChannel
Article
Alphanumeric
Soup
(September
2004) Alphanumeric nomenclature systems have become
the standard for many luxury carmakers. Instead of traditional
monikers, the luxury makers opt for combinations of
numbers and letters, such as the LS 430 by Lexus, to
name their swanky vehicles. Although boring, the names
often function as code for the attributes of the cars
they adorn. Jim Singer, namebase president, comments
on the emotional deficiency of alphanumeric names. CNN
Article
Small
Smarts Not Enough For USA
(September
2004) Tiny, energy-efficient Smart cars, called twofors,
have won over Europeans in droves. The spunky two-seaters
have a great name and several selling points, including
highly economical mpg, compact size, and striking good
looks. Plans to bring the Smarts to America involve
one BIG difference. The first Smarts to be sold in America
won't be small at all, the company will instead offer
Americans Smart SUVs. The company feels American consumers
would be much more likely to buy big than tiny. MSNBC
Article
Chevrolet's
Plans For Global Branding
(August
2004) Will selling Daewoos in Europe with Chevrolet
nameplates help GM increase Chevy's global brand recognition?
Insiders report that is just GM's goal for 2005.
Ford
Replaces Futura with Fusion
(July 2004) Ford has
announced its new sedan will be redubbed the Fusion
after losing a legal battle with Pep Boys for use
of the name Futura. Back in the 60's, 70's and 80's
Ford's Falcon and Fairmont Futura models tore up the
roadways but Ford had dropped the name by the 90's and
was denied its resurrection for their upcoming sedan.
Autothing.com
Article
Ford's
switch from Futura to Fusion may be for the best.
Namebase
Worst
and Weirdest Car Names
A
discussion of car names you may or may not have heard
before. Some are labeled winners, some stinkers, and
some are almost too bizarre to be believed. The Toyota
Deliboy?
Forbes
Article
The
Music of Doors
Distinct sounds deliver distinct messages. That goes
without saying for vehicle names, but also applies to
the world of sounds a vehicle produces. Engines purr,
wheels whir, and closing car doors can make any number
of noises. The message a car's door sends can be positive,
negative, peaceful, or unnerving to the occupants. It's
up to the vehicle's designers to ensure the doors are
sending the right message.
Namebase
Ford
Comes Clean(er)
(April
2004) Ford Motor Company released its all new hybrid
SUV, the Ford Escape Hybrid, at the New York International
Auto Show this week. To promote the fuel efficiency
of this new car, Ford drove it around Manhattan for
two straight days covering nearly 600 miles on only
1 tank of gas. That averages out to about 38 miles per
gallon. Of course, like all hybrid cars, the gasoline
engine kicks in again at high speeds, so the car’s
fuel efficiency will depend on where you drive it. But
even with this limitation, the sight of the Ford Escape
in the city will be a relief to many, especially with
some of its latest statistics: the car can drive 50,000
miles before it produces one pound of smog and its emissions
are 90% lower than EPA tailpipe standards. This is only
the first step in greener, cleaner cars by Ford. The
company plans to release another hybrid SUV in 2006
and a mid-sized hybrid car in a few years. Ford is also
talking positively about fuel-cell powered vehicles,
envisioning a hydrogen-powered future in the years to
come. Meanwhile, the Ford Escape Hybrid will be hitting
dealerships this summer.
Out
With The Old
(April 2004) Buick is retiring two of its names, Park
Avenue and LeSabre. The Plan is to replace the Park
Avenue with a premium rear-wheel drive sedan that will
eventually compete with the Lexus. It’s a big
change for Buick, as they’ve held onto those names
for quite a while. The Park Avenue was coined in 1991,
and the LeSabre has been around even longer- since 1959.
The replacement for the LeSabre should be out next year,
and the new Park Avenue will be released in 2006.
Beans
(April 2004) Subaru announced its new marketing partnership
with L.L. Bean at the New York International Auto Show
this week. Now you can buy their new SUV and crossover
SUV wagon, the Subaru Forester and Subaru Outback in
L.L. Bean Editions. Subaru representatives explained
that their partnership with the outdoor clothing company
made sense because their SUVs, like L.L. Bean, promote
an active lifestyle and a responsible use of the outdoors.
While the simultaneous release of Ford's hybrid SUV
makes Subaru’s strategy of promoting environmental
responsibility seem a bit flimsy in comparison, the
manufacturer remains excited about its newfound partnership.
Eye
Spy
A new device has been developed to further
marketing research. This device, provided by IQStat
attaches to the car radio and can record whether the
car radio is on or off or playing a CD or a tape. It
also can track the volume level of the stereo, the station
that the radio is tuned to, and the location of the
car. Though it sounds more like a tool used by
the FBI, IQStat hopes to provide this information
to radio and billboard advertisers. Internet
News.com
3-Letter
Words
Saturn is making an interesting
departure from its old alpha-numeric nomenclature system.
Instead, the company has chosen two three-letter names,
Vue and Ion, to describe its latest vehicles. Jim Singer
from Namebase discusses the pros and cons of using names
over numbers. Namebase
Women
in Motion
(March
2004) At the Geneva Auto Show in Switzerland, Volvo
Cars has released the first-ever car designed almost
entirely by women. Seeing how women purchase nearly
half the cars on the road and have an influence over
the purchase of the rest, a team of women at Volvo Cars
decided that it was time to put women in the driver’s
seat of design. Their concept car is chock full of features
including easy-clean paint, no hood, no gas cap, improved
sight lines, automatic doors, computerized parking assistance,
and a space for your handbag.
PRNewswire
Fun
and Games
BMW’s latest marketing campaign involves a 3D
action adventure video game in which players are put
behind the wheel of the BMW X3. Internetnews.com
Lost
in Translation
General Motors has discovered that the name of their
new model, the 2004 Buick LaCrosse, is a slang term
for masturbation among teenagers in Quebec. GM has had
to design a new name for the LaCrosse in Canada. This
is not the first major car company to stumble upon naming
troubles. Mitsubishi’s Pajero is a slang term
for “masturbator” in Spanish, and Toyota’s
Fiera translates to “ugly old woman” to
Puerto Ricans. The biggest blunder is
the Ford Pinto which in Brazilian Portuguese slang translates to “small
penis.” BBC
News
The
Webbies
The first annual Webby business awards for creative
web marketing were bestowed upon BMW for their site
www.miniusa.com. Media
Life Magazine
Love
Your Car
(Dec 2003) This winter, Chrysler Dodge created what
they called the “Living” Times Square Holiday
window display. Here’s how it works: a family
of three is challenged to live in the 2004 Dodge Durango
between December 15th and 19th. The car is set up on
display in Times Square for passersby to see. For every
day that the family stays in the car, Dodge will donate
$5,000 to the National Alliance to End Homelessness.
If the family makes it through those five days, they
get their own Durango to keep.
Drive
Smart
(Nov 2003) A subsidiary of DiamlerChrysler, smart brand
is the official car sponsor of the New York Marathon.
But New York is just the start for smart. Sixty-five
finish lines in twelve countries will be funded in part
by smart. This brand supports more running events than
any other car company. The smart city coupe is an entry
level premium car for urban life, and smart brand hopes
to link this connection to the city running events it
helps to sponsor.
