
There are plenty of reasons why Americans are choosing foreign imports over domestic automobiles, in all classes. Let's assume for the moment, however, that two sedans are just about equal in every way, including price. What sways a buyer one way or the other? I'll bet that not many people would consider the name noteworthy. Sure there are famous gaffes of American models in other countries (the Chevy Nova comes to mind), but as long as it's not called the Ford Turdsteamer, what does the name matter? Ah, but it's my contention that it does matter, perhaps more than American auto manufacturers realize, especially for luxury vehicles.
Presenting the Homer!
The following is a list of several American car and SUV models: Avalanche, Aveo, Aviator, Cobalt, Durango, Equinox, Escape, Expedition, Explorer, Focus, Freestyle, Fusion, Impala, LS, Magnum, Malibu, Malibu Maxx, Navigator, Neon, Stratus, Trailblazer, and Zephyr. They aren't all bad, and some seem to really capture the attitude of their respective vehicles. But names like Aveo, Freestyle, Fusion, Malibu (don't forget the Maxx!!), Neon, and Zephyr? Are you kidding me?
What about the popular Japanese and German imports? 3 series, 5 series, C class, M class, G35, FX45, M, TL, RL, MDX, RS, RX, etc. Granted, these are all considered luxury-class cars, but my point should be obvious - no dumb names! I really like Lincoln's new Zephyr, but nobody wants to say, "Hey, I drive a Zephyr!" (Well, okay, I can think of a couple people who might want to say that. :) ) But seriously, especially for that market, what sounds more impressive and prestigious - the Zephyr, or the 335i? The Malibu or the TL? The Durango or the RX 330?
Perception is Everything
It isn't all about bragging, either. Does the Malibu sound like a solid, well-constructed automobile with many of the latest advancements in comfort and engine and transmission technology? Do you get the feeling that the best and brightest worked tirelessly to bring you the Focus? I sure don't. On the other hand, my mental picture and impression is completely the opposite when I think of the G35, or FX45. Two cars could be practically identical, but I would just feel better driving a TL than I would a Malibu Maxx.
I don't mean to imply that a name change alone will revitalize the American auto industry. I do think it would certainly help. And I have to wonder - if the powers that be in American auto companies think names like Malibu (Maxx!!), Fusion, Freestyle, Focus, Neon, Magnum (the rubber jokes alone should have been a glaring red flag), and Zephyr are good ideas, then what other "good ideas" are getting the thumbs up?