HOW TO CRE­ATE A NEW CAR NAME

Autocar - - INSIGHT -

BREAK CON­VEN­TION

RP: “Vaux­hall [un­til re­cently] had mod­els that ended in ‘A’, such as Meriva, Mokka, Vec­tra and In­signia. The Adam was [an at­tempt] to launch a car that for Vaux­hall was quite dif­fer­ent, to cap­ture the mar­ket niche that Fiat 500 and oth­ers were own­ing. The name was a sig­nal that it was try­ing some­thing dif­fer­ent.”

IN­VENT A WORD

RP: “I re­ally like Verso as a name. Toy­ota has been quite good at stretch­ing nam­ing styles with­out break­ing its con­ven­tions. Verso isn’t a real word, but it is close enough and it has enough mean­ing – it sounds ver­sa­tile – so Toy­ota has been quite clever.”

GET TECH­NI­CAL

RP: “The Qu­at­tro is a name from the past that I love and that re­ally res­onates, but it also helped Audi to el­e­vate it­self from the mid­dle mar­ket. The name was dif­fer­ent – it says ‘four’, stands for power and speed, and just sounds dy­namic. It did won­ders for the brand.”

PLAY TO YOUR HER­ITAGE

RP: “Re­nault al­ways used to use num­bers as model names, but it later went to French-sound­ing words, such as Zoe and Es­pace. I would imag­ine that in a crowded mar­ket, with plenty of ri­vals also us­ing al­phanu­mer­ics for their mod­els, Re­nault de­cided to make a virtue of be­ing French.”

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