The 2014 Geneva Motor Show recently wrapped up in Switzerland, having rolled out a spectacle of both new car models and speculative concept cars as well. One of the more interesting features that ride shotgun with the unveiling of new car ideas is the fleet of new car names to go along with them. How Important are Concept Names?
Often times, those names – which can tend to be quite exotic, unusual, or just plain bad – stand about the same chance as getting into the hands of consumers as the cars themselves. One thing that most concept names provide for the vehicles they appear on is signal to the industry and car-curious public that there is something different going on.
We thought looking at a few of the categories of new vehicles would be illuminating from the perspective of automobile brand names.
Sports Cars/Performance Cars
Names for cars in these categories are expected to have the kind of names that evoke power and performance, a responsibility shared by the parent brand as well. Lamborghini, for example, unveiled their new Huracan (the transparently Spanish equivalent of hurricane). Ferrari brought out the California T, conjuring images of cruising down the Pacific Coast, while McLaren offered the 650S Spider. Throwing even more intrigue in the mix is Infiniti with their concept car Eau Rouge (“red water” in French). Lexus sticks to their tried and true brand architecture with the RC 350F, while Maserati introduced their concept car Alfieri which, in Italian, can mean “bishop”, “ensign” or, most likely the case here, “standard bearer” — almost as if this new idea could become the flagship model for Maserati.
These bigger passenger vehicles continue to get more streamlined as the years pass, with the concept vehicles showing off sportier and sleeker lines and details. The concept names are tending to match the styling cues, with Subaru’s fascinating Viziv and the Intrado from Hyundai bearing names with no inherent meaning (although the Hyundai comes close to the Spanish word entrada, meaning “entrance”). The Volvo Estate, on the other hand, is a concept car name loaded with meaning and brings an almost regal tone to the proceedings. Jeep’s Renegade is a very expected name in this category. While most car names these days tend to be short, alá Citroen’s rugged Cactus entry, one big – and we do mean big – exception is the Range Rover Autobiography, a name so long it would only fit on a larger vehicle.
Two of the concept models are competing not just in the category but in the name department as well: Volkswagen reveals their T-Roc idea while the OpelAdam Rocks small crossover concept also rolled out on the floor. Hazumi is an intriguing-sounding word to go along with Mazda’s new little car, regardless of whether you speak Japanese (where the meanings range from “bound” and “rebound” to “inertia” and “momentum”). Finally, clinging to their traditional naming strategy, Jaguar brought out their tight little roadster, the XE, to go along with the XF, XJ, and XK. Hey, if it ain’t broke, don’t fix it.
At Lexicon we think concept names in the auto industry are as important as the final name. Names like Cactus, Autobiography, and Adams Rocks fall far short of sparking our imagination or stimulating interest. Instead, the ideal concept names should strive to do three things: Communicate direction (to both internal designers and engineers as well as to consumers), provoke interest, and begin to tell the story of a new vehicle.