Op-Ed by Staff
So, imagine you have created a car, what more do you need? Well, the first thing you need is a name. Perhaps the only thing harder to name is a new drug. It’s quite hard to come up something which doesn’t sound rude in a different language and of course, you always want something which sells the car and the brand. It’s a hard slog and it doesn’t always work.
The idea of looking to future might seem a given, but a car called the Futurama bombed terribly. It may not have just been the name, the design was awful too.
When it comes to naming your car company it tends to be mostly surnames such as Cadillac and Honda, but having said that it needs to be the right kind of surname. Fortunately, Emil Jellinik didn’t try this, preferring to name a car after his daughter Mercedes. There was a car designer called Benz though; Carl Benz. I hope Mercedes didn’t have to marry one of Benz’s relatives to keep the company; things would become difficult for her.
In some ways it is similar to naming an individual, you want something with a bit of tradition but you want something that suggests that you’ve thought about your decision too. In the end, you might have to see it before you know what you want to call it.
Many cars are named after concepts like Honda Accord, Chevrolet Agile and Caprice and so on. It’s a bit of moot point whether people want to be capricious, but people tend to want to show accord or show agility, at least in their car driving.
An original way to come up with a car is to shorten a word or phrase. The Versa, for example, which apparently is short for versatile space (though there is a river and a pop band too, as well as a Roman word). You could come up with a car called Techni or Revo, couldn’t you?
Each make of car creates a specific brand and so the names might be quite similar. Lamborghini uses Spanish terms, many of which are used in bullfighting, such as Aventador (a fighting bull) and Estoque, a matador’s sword. Obviously, terms like matador and toreador are too obvious. Vauxhall, however, have used the Picador, which is a bullfighter on horseback, so Lamborghini can’t take that.
Peugeot has numbers like 3008 and 107. Why do the numbers always have zeros though? I think it’s due to small numbers feeling less stressful, hence too why the number always starts with 1,2 or 3. It’s just a theory though.
A popular theme might be to look at mythology. Clio is the muse of history, there is both a Honda Clio (sold in Japan) and a Renault Clio. The Honda Phateon may be named after the son of the God of fire or an old name for a carriage, it’s difficult to tell. There’s a great deal of mythology about but it might be wise to look at a successful mythological figure, look at Zeus rather than Icarus. And they tend to look at Greek mythology rather than anything too obscure.
Another thing you might want to stay away from is excessively long names. Ford left the minivan market entirely in 2008, then came back with a series of cargo vans called Transit Connect. They doubled down on the chaos by offering a dozen different sizes, packages, and designs without tweaking the name at all. Is this a Transit Connect XT? LT? XLT? No, I want the big one? Oh, the titanium? No the big one…
Yep, try not to confuse your customers. That’s a no-no.
So to sum up:
- Give it a human name if it works as a car.
- Or try naming it after a concept.
- A shorter word hasn’t been tried much.
- Come up with a group of names so you came more than one car.
- Try plundering mythology.
Now all you need is a new type of car…