Name or just a number

Automakers may have been guilty of stylistic excesses in the 1950s, but Dar still remembers fondly tri-tone paint jobs, 4-door hardtops and fins that soared into the sky.   He also loved the names of 50s vehicles, like the nomenclature affixed to the 1956 Dodge Coronet Custom Royal Lancer, shown here.

Cadillac, as well as Lincoln, recently joined other luxury automakers and name their new models using a combination of capital letters, not a “noun.”  Gone are Cadillac Coupe de Ville and Lincoln Town Car.  Say hello to ELR (new plug-in hybrid by Cadillac, shown) and MKZ (Lincoln’s replacement for the Zephyr.)

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Here’s a question for the readers of this column.   Given a choice, would you prefer that automakers name their vehicles with letters and numbers (referred to as an alpha-numeric name) or with nomenclature based on a usually common word? 

Do you like the sound of a car being named A8 or Coupe de Ville?  Does 328i ring your bell louder than Mustang Boss?  It appears that car buyers are opting for the alphanumeric lingo.  In the past ten or twenty years, it seems that almost all the automakers – especially those selling luxury vehicles – have abandoned using nouns or names and all have embraced using a blend of letters (mostly capitalized) and numbers (some making sense – like indicating size of engine or length of the car and some signifying nothing).

Credit has to be given to the three major German luxury brands for marketing their vehicles using alphanumeric names over a long period of time and becoming extremely successful.  While A4 Audis, C-class Mercedes-Benzes and 3 series BMWs are selling like hotcakes, I for one, really wish that automakers had stuck with using old fashion names for their vehicles.

I have a couple of reasons for feeling this way about vehicle names. 

This may only be a problem for me, but I have a devil of a time remembering car names that aren’t nouns.  When Cadillac started switching its car model names to all capitalized letters it was fairly easy for me to remember their offering’s new names. 

The Deville Touring Sedan became the DTS, the Seville Touring Sedan became the STS and the Catera became the CTS.  That made some sense to me.  I wasn’t happy that Deville became DTS but at least I could remember the name.

Then Cadillac introduced the SRX crossover and the XLR roadster.  It took me a long time to remember those two new names.   The X used in SRX was a good reference, because most of the new crossovers were probably all-wheel drive and X is often used by automakers to identify that feature.    But what the heck does SR stand for?

And then along came the Corvette-based XLR.  It didn’t have all-wheel drive but still had the X in the name.   I eventually remembered the new names, but they don’t come to me in an instant.

The new names must be working for Cadillac because the GM luxury marque isn’t giving up on using the three cap letters to name their new models.  At the recent Detroit auto show, Cadillac introduced a new model called the ELR.

Can you guess what those letters stand for?  In some ways, the name ELR makes some sense.  The ELR is Cadillac’s version of Chevy’s Volt plug-in hybrid model.  Unlike the 4-door Volt, the ELR is a two-door sporty coupe.  Can we assume that the E stands for electric and the L stands for luxury?  Now if only the ELR was a little convertible, I could than make the argument that the R stands for roadster.

As it now stands, I have no idea what the R stands for and I guess it doesn’t matter, as long as I can remember the new car’s name.

Again it may be my age, but I’m from an era when there were cars built and sold that had really wonderful names.   I recall going to the dealer in Lapeer and sitting in an Eldorado Biarritz convertible or seeing in the catalog the photos of the Cadillac Eldorado Seville and Eldorado Brougham.  Just saying those Cadillac names would make folks feel wealthy and important.

Over at the Dodge dealer you could put you money down for a Dodge Coronet Custom Royal Lancer (the Lancer indicated it was a hardtop.)  My tongue and brain feel better saying Coronet Custom Royal Lancer than saying 750i or Q50? 

I’m really pleased that domestic makers are still coming up with new names that don’t have cap letters and numbers in them.   Chevy moved from Cobalt to Cruze in naming its most recent compact car.  The Bow Tie brand still calls its family sized cars the Impala and Malibu.  They didn’t even think of changing the Corvette’s name when the seventh generation of the iconic sports car was introduced in January.

Dodge likes to use names from the past.   They have the Charger, Challenger and just brought back the Dart name.  That was a good move.  Chrysler uses numbers in calling its full-size sedan the 300 but that makes sense.   The highly regarded 300 letter series performance cars of 1955 to 1965 have defined the brand.

Ford and Chevy has introduced new models in the past with names that start with the letters F and C respectively.   For a period of time back in the sixties, all Chevys had to start with the letter C.  There was the Chevy Corvair, Chevy II, Chevelle and Camaro.

Ford followed suit with the Falcon and Fairlane.  They broke the “F” tradition in 1964 when choosing a name for their pony car.  Instead of Filly, they selected Mustang.  Chevy weaned itself of the C tradition with the Monte Carlo and later the Lumina, Malibu, Monza and other models.

Of late, Ford is back to naming new offerings using the letter “F.”   The Focus and Fusion being current examples.

Perhaps the automakers are drifting into alphanumeric names and away from using nouns because the good ones like Mustang and Impala are already taken.   Of course, if you are Toyota, you can always just come up with interesting sounding names like Camry and Yaris and find buyers galore.  I checked my dictionary and neither of those words are listed.

Are there still good names available for automakers to use?  I think so.  I don’t have time to leaf through the dictionary to find some examples but somewhere in my Funks and Wagnall there must be a winning name that we can all pronounce, spell and relate to. 

We can then look forward to the introduction of a new Chevy Arapahoe pickup and not a Chevy MPUX4 (that stands for massive pick up with four-wheel drive, in case you wonder). 

I’m going to post this article on my blog site (see address at end of column).  I’d like to hear your feedback on my auto names observations.

NAIAS Detroit Auto Show 2009 - Automakers feel blue but look green

The 21st annual North American International Auto Show at Cobo Center in downtown Detroit could have been a somber place this past weekend. But for an industry under seige for the better part of 2008, the annual media preview at the NAIAS last Sunday, Monday and Tuesday was an upbeat and fascinating place to be. Granted, the fancy vehicle displays that were the norm in past years were replaced with much simpler sets, especially those from the Domestic Three automakers. Gone were the elaborate and impressive exhibitions and in their place were dramatically simplified displays. This year the vehicles took center stage, not the ostentatious staging found in year’s past. Also missing at Cobo were the many amenities that were provided to the 6,000 + journalists and photographers in the past. The tasty free lunches and dinners were dropped by the automakers as a cost saving move. Gone, too, were the fancy productions that were used to introduce the many new vehicles. Instead of live bands, synchronized lighting and celebrities galore, the introductions were low key and business-like.

It was a terrible year for the automakers in 2008 with sales in the U.S. down over 3 million units. With profits a distant memory, some of the automakers cut way back on their car show efforts. There were exceptions. Foreign automakers like BMW, VW, Audi, Toyota and Mercedes-Benz sported brand new displays that undoubtedly cost millions of dollars to design, build and assemble. Elsewhere in the show, perhaps in response to the ire that the Domestic Three CEO’s drew from congressmen in D.C. for flying in corporate jets to attend hearings to obtain bridge-loan funds, the Domestic Three makers cut back on their display costs. Surprisingly, some automakers didn’t even show up. Japanese biggie Nissan was a no-show, as were smaller brands like Porsche, Suzuki and Land Rover.

But let’s forget the gloom and doom. The foreign and domestic automakers did have some new product to show and it was educational to attend the many press conferences. This year, like no other, was the year of the engineer. The push to make cars and trucks more Earth-friendly is placing a burden on all makers – foreign and domestic alike – to come up with propulsion systems that give improved gas mileage and also produce less emissions. The automakers certainly now see the task at hand and a massive effort is being made to bring low and zero emission vehicles to the market quickly. While designers and stylists will always be important, presently scientists, engineers and researchers are bearing the brunt of the burden to bring clean and efficient vehicles to market quickly and inexpensively.

Like in past years I had the opportunity to not only listen to the speeches and take photos but also to sit in many of the new vehicles – production and concept cars and trucks alike. It is not an exaggeration to say that the three-day media event at the NAIAS is one of my favorite times of the year. And why not! I get to see fabulous cars and trucks for the first time. I have the option to go up and talk to the bigwigs and designers if I wish. And I relish the chance to sit in the concept cars, a privilege given only to members of the media.

The NAIAS kicked off on Sunday morning with the announcement of the prestigious annual North American Car and Truck of the Year awards. This year’s car recipient was a surprise with the Korean upstart Hyundai winning with the four-door Genesis, a new top-end V-8 powered luxury sedan. Watch out Lexus, Mercedes, Cadillac and other luxury brands, there is new kid on the block. Not as surprising, taking the truck crown for the third time in 12-years was the Ford F-150.

In all, there were over 60 new production and concept vehicle debuts. Space doesn’t permit me to comment on all of the debuts but there were several significant vehicles that bear mentioning. I was most interested in seeing for the first time the several new domestic offerings. Creating the most excitement by far and my candidate for Best of Show is the highly appealing and expressive Cadillac Converj. Created with the Voltec system engineered for GM’s highly anticipated Chevy Volt plug-in electric car, the bean counters at GM should find it reasonably inexpensive to put the Converj into production and give Cadillac a nice competitor to combat the many hybrids offered by Lexus and other luxury makers. Without a doubt, the gorgeous new Caddy drew the biggest crowds at the show.

There were many other “green” cars at the show and I’d like to comment on two significant production vehicles. The Toyota press conference to announce the third generation Prius hybrid was filled to capacity with journalists wanting to get the first look at this segment-leading car. Toyota has produced the Prius since 1997 and has sold over 700,000 units in the States alone. With improvements, the 2010 hybrid will now deliver 50 mpg and offers many new features to attract more buyers. Not to be outdone, Honda introduced the second generation of their Civic hybrid, and an all new car getting the name once used on its two-passenger hybrid – the Insight. Both vehicles are distinctive looking and will undoubtedly be successful in the marketplace.

This post is getting long, but I do want to mention a few vehicles that readers should seek out if a Detroit Auto Show visit is in the works. Audi has a winner with the Sportback concept. Ford may have a homerun with its handsome new Taurus using design elements found earlier in the 2006 Interceptor concept. Close behind the Caddy Converj concept in star appeal is the Volvo S60 concept sedan. It’s Volvo’s version of the popular four-door coupe cars now offered by Europe’s luxury leaders. Caddy has two other winners worth looking at – the SRX crossover replacement and the CTS Sportwagon. Lincoln is finding its groove and the Flex-based crossover MKT is worth the look. If you like the boxy Scion xB, then you will also enjoy looking at Kia’s new sassy crossover, the Soul. Chrysler surprised everyone with a gorgeous looking sedan called the 200C. The car is rumored to be the candidate to replace the present popular 300 sedan. The four-door looker has a hybrid power system, one of three models that the company introduced to the media. The all-new Chevy Equinox and Buick LaCrosse will make those brand’s dealers happy when they arrive this summer. Buick designers have brought back the iconic side sweep found on all Buicks back in the 50s.

Want to take a spin in a low or zero emission vehicles? Be sure to venture into the basement of Cobo Center and be amazed at the “test track” created by the Michigan Economic Development Corporation folks. Amongst a forest of mature trees, water falls and blooming spring flowers is a winding road. It beckons a driver to follow it in a circuitous route the whole length of the huge but lovely space. Quite an experience! The MEDC hopes to promote to worldwide auto executives on hand at the car show Michigan’s strength in R&D and alternative energy innovation.

The Detroit car show opened yesterday and will run until Sunday, January 25. For ticket information and directions, go to www.naias.com or call (248) 643-0250. Tickets are $12 for adults. (Converj Concept image © GM Corp.)