An interview with car collector Jim Glickenhaus with his new Ferrari Dino Competizione
Ugur Sahin creates a homage to the Ferrari Dino
Names of cars can achieve mythical status, and this is why teams of branding people spend millions of dollars ensuring that names like the Nissan Cedric happen as infrequently as possible. But, they do slip through, either as a result of a poor translation or a looming home-time deadline on a Friday afternoon.
Car names evoke emotions, and emotions invoke opening your wallet. So, before you’re suckered in, check out these tricks:
Car names as animals and birds
There will never be a Ford Wombat. No, it must be deadly, like the Shelby Cobra or Dodge Viper; stealthy but swift, like the Ford Puma; elegant and graceful like the Triumph Stag; efficient and ruthless killers like the Ford Falcon or Plymouth Barracuda; or it can be a prey animal as long as it’s in a noble, workmanlike, industrious way, like the Hyundai Pony, Dodge Ram, and Volkswagen Beetle.
Car names as places
Giving a car a desirable place name gives it added credibility, even if the car is bad (that means you, Hyundai Santa Fe and Pontiac/Opel Le Mans). The Americans love naming their cars after places¦usually their own places seeing as the vast majority of them only know about other countries if they’re at war with them. So, the Shelby Daytona Coupe, Pontiac Bonneville, Dodge Dakota and Chevrolet Tahoe all fit the bill.
Car names as mythical creatures
TVR do a good line in dredging up names from Greek mythology — Cerbera and Chimera, for example — but other manufacturers have also dabbled, such as the Renault Clio (Muse of History) and the various incarnations of the Phaeton (son of Helios and the Sun). They’re not making any more mythology, though, so the number of names is limited.
People’s names on cars
This one has a mixed track record. At one end we have the Ferraris (Enzo and Dino), and at the other we have the aforementioned Cedric and the Ford Edsel. Nissan kept the trend alive with the Silvia, and the Serena. It’s probably best to steer clear of names, especially ones like Rupert and Hitler.
Names in other languages
As most of the major car manufacturers are from non-English-speaking countries it’s hardly surprising that many names derive from other languages such as Lupo (wolf), Viva (alive), Astra (stars) and Ignis (fire).
Numbers, series and classes
Probably the safest, and the ultimate cop out, is to use a series of numbers or classes. Mercedes has an enormous range of classes — A-class, B-class, C-class, CLK-class, CLS-class, E-class, GL-class, M-class, R-class, S-class, SL-class and SLK-class, not to mention the AMG-tuned range. BMW has its 1-series, 3-series, 5-series, 6-series, 7-series, M-series, X-series and Z-series, and then there’s the crossover with the Z4M¦confusing! Peugeot has a monopoly on numbers with a zero in the middle, after objecting to Porsche’s use of 901-909 (hence the birth of the 911). But, they did not challenge Ferrari over their 208GT4 and 308GT4, and they would most likely leave 007 alone.
There are also overused letters — GT, RS, R, GTR, L, LX, T, etc. Adding a letter on the end often means you get one or two extra features, but it now seems more sporty or luxurious in your mind.
Names that are ridiculously long
With the plethora of initials and names, we’re presented with names that are so long that by the time you’ve finished reciting them you’ve forgotten how you started. Peugeot’s 206 GTI 180 has nine syllables without the manufacturer’s name, and don’t even go there with Subaru and Mitsubishi’s rally weapons, or anything tuned by a third party like Nismo, Alpina, Rinnspeed, Techart or Brabus.
Jackaroo, Korando, Ceed, Impreza, Exige, Hiace, Legnum. Would an infinite number of monkeys on typewriters come up with some of these? Probably not.
Names that should never have been
A Hummer is English slang for flatulence, Pajero is often used in Mexico to mean ‘one who pleasures himself’, and Toyota’s Enima is far too close to enema. But, the popular urban legend around Chevy’s Nova meaning ‘does not go’ in Spanish is not true.
Discovery, Polo, Legacy, Commodore, Accord, Laser. Well, let’s just thumb through a dictionary until something pops up. There’s always the problem of trademark infringement or accidentally picking a name that has a non-competing undesirable product though, so prep those intellectual property lawyers!
So, you can always modify a real word slightly: Integra, Multipla, Agila, Previa, Octavia. Shove an a on the end of a word, and you’re on your way.
Are all the cool names used?,
Well, if you want to get the .com of your new car name, you’d better be prepared to make up something wacky. The more history we have, the less opportunity there is for cool new names, but the more opportunity there is for resurrecting evocative older names. With global markets naming is more complex than ever, so suddenly those numbers and codes look mighty attractive.
Words Darren Cottingham