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 poisoned 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, overrun with MBA and PhD followed suit by early Pretty soon Sevilles an honorary CTS. Devilles given a DTS, Marks down to a short-lived LS, and Zephyrs into an MKZ. Or was it an MDX? Or an By the end of the decade American luxury itself with European and Japanese (mostly Toyota)

Everyone now could compete everyone else in a luxury where names no longer

So what do we have today? Over 40 models given and alphanumerics that collectively less brand equity a box of Corn Flakes.

When does the same thing, equity suffers. Even an of vehicles can suffer the ill effects too’ names.  The LS no longer sells well and no flagship model laden a glorified serial number in America has a strong showing days.

Names still to many of us. If you asked 95 plus of the average folks on the street a of a Cadillac model, you know name would come at the top?

Escalade. Everybody that an Escalade is a big, enormous SUV with all the luxury and style you could ever in a quintessential American machine. The CTS may been a better selling than the Escalade for most of the ten years. But when it comes to recognition, saying “I have an will make most recognize that you’re about an SUV while saying, “I a CTS.” can conjure random of a GPS or maybe even an STD.

A Lexus is still… an LS400. of us may have admired an ES that was more than a glorified Or recommended an RX that arguably set the of a modern day crossover.

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But the rest of the means what exactly? To

Lexus obviously needs at this point to identify progeny in much the same way as the needs names for her brood. produces too much and needs to give their models names, or send them to the of the dodo.

And Lexus is far from in that image driven

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 called? I don’t know what it is, and I sell vehicles for a living. If your achievement is a Legend, then your cars an identity fits that vision.

them… names… ASAP. Real names.

Forget a Lincoln MKX SUV. Call it a if you must.

Give them so that car shoppers don’t to read the serial numbers on the of their vehicles to tell people what it actually is.

and alphanumerics should be for European vehicles. Nobody else! goes especially for non-luxury

Mazda… sells Miatas…. not an

A real MX is an LGM-118 Intercontinental Missile that comes with multi-kiloton nuclear and was usually targeted squarely at the Not a $25,000 fashionable convertible at the nearest Starbucks.

Scion…. sell a Celica or a Supra. Not an Those initials can be any one of thirty listed on Wikipedia with the FR-S ranked dead in that order.

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

Toyota Deliboy
Toyota Deliboy
Toyota Deliboy
Toyota Deliboy

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