Car Model Names: Keepers or Clunkers?
It’s time for another installment of the S+G Moniker Monitor.
This time, I thought it would be interesting to find out what drivers like or dislike about new car model names.
To find out, we conducted an online survey with 400 statistically significant potential purchasers. We picked six car model names without mentioning the manufacturers.
They are:
• Cruze
• Forte
• Leaf
• Panamera
• Rapide
• ZDX
We asked these five questions:
• Is it a good name for a car?
• Does it sound cool?
• Is it intriguing, and does it make you want to find out more?
• Would you be proud to drive one?
• Does it sound expensive?
Here’s what we found out.
Cruze
Overall, people liked this name (a new model of Chevrolet). Almost half of those surveyed, picked it as one of their top two choices.
It sounded the most like a car name…an American car. It seemed cool, fun to drive, sporty, relaxed, and fast. “It reminds me of cruising down the road.”
To others it sounded cheap…maybe a car for first-time buyers. Some didn’t like the spelling. Others were reminded of Tom Cruise (which these days can be good or bad).
In my book, Cruze is a keeper. Chevy Cruze is catchy and easy to say. It evokes good imagery. Yet interestingly, when respondents were asked to recall the names at the end of the survey, only 5% remembered Cruze. I was surprised. But I’m sure it will become more memorable with time.
Forte
People also liked Forte (a new model of Kia), again with almost 50% of the respondents picking it as their favorite or next to favorite name.
Respondents said it speaks to quality, strength, power, and expertise. “It sounds strong and pricey.”
On the other hand, to some it just didn’t ring true as a car name. “It sounds like something to do with music.”
The most interesting observation is that a number of respondents immediately thought it was a model of Ford (which these days may actually have good associations).
Forte did even worse than Cruze when respondents were asked to recall the name. Only 4% remembered it.
I guess Forte is a keeper (by a hair because people like it). To me, it’s not that interesting, and it sounds too similar to Ford.
Leaf
Only about 10% picked Nissan’s new electric model as one of their two favorite names.
People get that it’s eco-friendly. Some like that it sounds different from other car names. But to a lot of respondents, it sounded small, wimpy, dorky, and disposable. “What do I do when I drive the car
in autumn?”
I think the Leaf name is a clunker. Even an environmentally friendly car needn’t sound “dorky.”
Yet, nearly 50% recalled the name at the end of the survey (which is way better than the other names). Go figure. I guess a name doesn’t have to be liked to be memorable.
Panamera
Only about 20% of the respondents picked this name (a Porsche model introduced in 2009) as one of their top two favorites.
Many respondents liked the sound of the name. “It has a nice rhythm to it.” It conjures long, easy trips with good views. It sounds expensive and sophisticated (which it is!).
On the other hand, a lot of respondents just didn’t know what to make of it. They thought of cameras and bread stores. They thought it was hard to say.
20% of the respondents recalled the name, second best only to Leaf.
This is a close call, but I’m going with Panamera as a keeper. Porsche Panamera is a mouthful, but Porsche names generally are interesting and memorable…like Boxster, Carrera, and Cayenne. Panamera seems like it fits right into this family of diverse names and could appeal to the right audience.
Rapide
Only 20% picked Rapide (Aston Martin’s model launched in 2009) as one of their top two picks, second worst only to Leaf.
Not much to say. The positives are very strong and consistent…this car is fast, speedy, and cool.
But at the same time, respondents really didn’t like the way the name looked or sounded…strange and hard to pronounce. “It sounds weird.”
Also, it was on the low end of the recall scale.
I’m going to have to go with clunker on this one. It’s a bit difficult to pronounce. At the price of this car, the name should work harder to make the sale.
ZDX
This takes us to the last name, ZDX (Acura’s new model).
On the plus side, it sounded cool, sexy, sporty, stylish, and exotic. “That would be fun to own.” It seemed foreign and high end. Respondents liked the way it sounds.
On the minus side, there are people who just didn’t like initials, which to some are meaningless and lacking in personality. “Mustang describes horsepower.”
But more than 50% picked it as their top two choices. And almost 15% recalled the name at the end of the survey, which puts it in the top three.
I think that ZDX is a keeper. The letter combination is interesting, it is fun to say, and it sounds fast and strong.
So where do I stand on the new car model names?
Keepers
• Cruze
• Forte
• Leaf
• Panamera
• ZDX
Clunkers
• Leaf
• Rapide
Hey but that’s just my opinion. It’s time for you to take the wheel.
What do you think? Leave a comment or email me at (jlapatine@siegelgale.com) with your thoughts.