Industry Squawk: Let’s Play The Name Game

26 Апр 2015 | Author: | No comments yet »
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Industry Squawk: Let’s The Name Game

June 13,

The automotive world used to be a place.

Luxury cars had two things. An American name. Or a alphanumeric designation.

Continental, Deville, Park Avenue, Imperial. were quintessential American that gave forth an luxury experience.

On the flip were those crafty Mercedes had a C, E, S and SL. Audi had stupendous that could go all the way up  to 5000. BMW put numbers first, and Jaguar put numbers last. Saab and did their part of making special cars an S, STI, or an But no one cared too much about

The world of luxury names had an to it. Numbers and letters were European. Names were

Then the Lexus LS400 along and screwed it up for everyone.

put forth a $35,000 car in 1989 steamrolled competitor cars were nearly twice the here in the United States.

The was such a runaway success within a few years Mercedes their designations from first to letter first.

The letter first trend for was here to stay with the 10 old 190E finally morphing an all-new C220 in 1993. in the same year by the E-Class and By the late-90′s, nearly every model had flipped their to the back of the letter.

Why? because that was the fashionable at the time. This marketing would represent just a trickle to the flood that soon come. Like all disco, Polo, and Bon Jovi, the success of the originals would be followed by a painful, never-ending of poseurs and pretenders.

For luxury that meant nearly 20 of mindless acronyms and alphanumerics.

The LS begat ES, which brought SC, which then gave GS, and by that time many trying to figure out what a acronym actually meant.

But didn’t stop Lexus. there was an IS, HS, RX, GX, LX, LF-A, HS and six more that collectively codified the into a big fat WTF.

Lexus was not the one drinking from the … punchbowl of mummification.

Acura had already a Legend which was truly of the name. Along with an that was always among the rewarding cars to buy and keep.

Acura circa 2009 – not include the well-known ZDX and RLX models, or the NSX.

But some social within Acura decided such appealing names overshadowing the brand in much the way as Cher routinely overshadowed A satanic cult of three designations soon followed to the where SLX, MDX, and TSX gave Acura an identity was SOL.

Infiniti already had the groove down with the I30, and Q45 by the early-90′s. Which was because only the last one of vehicles was remotely competitive.

Q sales nosedived thanks to a 2nd generation, and a “Do they still that?” final generation. The of the Q led to the rise of the G, JX, and M.  The hope that Infiniti would be to a BMW in drag.

Now Infiniti is re-investing in brand new Q models.  Will it be it?

Lincoln and Mercury – Back In The Old Days Of 1979

The Americans, with MBA and PhD graduates, followed by early 2000. Pretty Sevilles received an honorary Devilles were given a Marks bowed down to a LS, and Zephyrs evolved into an Or was it an MDX? Or an MRX? By the end of the decade luxury found itself European lipstick and Japanese Toyota) longings.

Everyone now compete with everyone in a luxury world where no longer mattered.

So what do we today? Confusion. Over 40 given acronyms and alphanumerics collectively have less equity than a box of Corn

When everyone does the thing, brand equity Even an entire class of vehicles can the ill effects of ‘me too’  The Lexus LS no longer well and arguably, no flagship laden with a glorified number in North America has a showing these days.

still matter to many of us. If you 95 plus percent of the average on the street a name of a Cadillac you know what name come right at the top?

Escalade. Everybody knows an Escalade is a big, vulgar, SUV with all the luxury and pimpin’ you could ever want in a American machine. The CTS may have a better selling vehicle the Escalade for most of the last ten But when it comes to name saying “I have an Escalade.” make most non-enthusiasts that you’re talking an SUV while saying, “I have a can conjure random images of a GPS or even an ….

A Lexus is an LS400. Some of us may have an ES that was little more a glorified Camry. Or recommended an RX arguably set the trend of a modern day

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But the rest of the line-up means exactly? To who?

Lexus needs names at this to identify their progeny in the same way as the Octomom needs for her brood. Lexus produces too and needs to either give models real names, or them to the land of the dodo.

And is far from alone in that driven quagmire.

The same is true for Acura.

it Acura! Bring back the Legend, and think up a couple of that would embody the of your SUV models. Along that sparsely equipped, $30,000 car you have sold for a decade now.

What is it I don’t even know it is, and I sell these vehicles for a If your crowning achievement is a then give your an identity that fits vision.

Give… them… ASAP. Please. Real

Forget about a Lincoln MKX Call it a Canyonero if you must.

them names so that car don’t have to read the numbers on the back of their to tell other people it actually is.

Acronyms and alphanumerics be for European luxury vehicles. else! This goes for non-luxury vehicles.

Mazda… Miatas…. not an MX-5.

A real MX is an Intercontinental Ballistic Missile comes loaded with nuclear bombs and was usually squarely at the USSR. Not a $25,000 convertible targeted at the nearest

Scion…. should sell a or a Supra. Not an FR-S. Those can be any one of thirty things listed on with the Scion FR-S … last in that

Pontiac… no longer sells because nobody figured out the G in G3, G5, G6, G8 actually meant. A painful that a multitude of other need to reconsider if they are to a recognizable model name for the

So what do you think? Should and Japanese luxury models be names?  Or should the alphanumeric soup that is the US car market into a nonsensical emulsion of and numbers that mean

What would be your

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Toyota Deliboy
Toyota Deliboy
Toyota Deliboy

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