Nom de Automobile
No doubt about it, the automobile
industry has been hard hit what with changing times, tastes, and economic
conditions. But no one talks about the most
tragic consequences they’ve suffered as a result of the reorganization of their
industry and who really lost out in
the aftermath.
Marketing and advertising professionals. It is clear these folks and their departments
have been abolished altogether because there appears to be no thought process
whatsoever to the naming of cars.
In
fact, now they’re not even trying.
Where in the past powerful names like
the Silverado were rolled out invoking images of mystical faraway lands, tripping
off the tongue smoothly, creating images linked to the American Dream, now
we’ve got names that simply trip and spawn word association games. Such is the case with the Versa which causes
me to shout, “Visa!” spurring me into a consistent kneejerk reaction when one
chugs on by. (As an aside, when logging
trucks steam their way down the highway next to me I am also compelled to
screech, “Save the forest!”)
How about Viatra? Does anyone else see a problem with a vehicle
model that you cannot help to easily read as VIAGRA? It just makes me wonder how the downside of
that particular appellation could have not
been discussed at the Suzuki plant?
Maybe I’m missing the marketing
approach that targets an audience of forty-to-fifty-something-males who might want to drive a Chevy tough truck, but feel
they need the Viatra?
My car model sports the somewhat
plebeian name of Civic although I affectionately call it, “the hydroplane”
because of its crazy ability to four-wheel itself up onto a teaspoonful of water
and surf it for miles.
For me every bit of text I see,
read, or hear in the world is ripe for a game of word association. It’s the kind of word association that were I
to be utilizing the services of a psychiatrist would, no doubt, buy her many
fabulous houses in many equally fabulous countries.
But car names just beg for
engagement in wordplay and this has led to the creation of my very own in-car pursuit
I like to call, “Vehicular Fill in the blank.”
(I’m still working on that name because it doesn’t feel all that
marketable.) I’m a woman of purpose who does a fair amount of traveling, so I’ve
got the time and opportunity for this sort of thing.
Some days I have to dig deep when faced
with these opportunities such as in the case of when:
a)
I’m behind a car trying
to keep myself from freaking out because the sedan passed me going like a bat
out of hell, cut in front of me just as the light was turning yellow and then slammed
on their brakes.
b)
I’m behind this same automobile
trying to keep myself from freaking out because I am being subjected to a bumper
sticker that is so offensive it’s all I can do not to scream, “Ahhhhhhhh! I drink coffee, a woman is responsible for
your existence and I like diversity!” as I let my foot off the brake to
accentuate my negative opinion of their negative opinion by bumping the
aforementioned bumper sticker.
To prevent myself from reacting to
scenarios such as a) and b) above I engage in the creation of tag lines such as
these some of which are almost useable.
That’s how I keep my marketing chops fresh and my driving record clean:
Real Car Model
Name My Idea for Their New Tag Line
The Element You’ve
always wanted to feel “in your element” and now you are, wherever you are!
Viatra The
car with the best staying power on the market.
Versa Versa-Visa
– either way this is the car for you.
Paseo Que Paseo? The friendly, bilingual car.
Esteem Feel
good about yourself and your car.
Escort We’ll
go with you wherever you want to go, as many
times as
you want, for one reasonable price. No
questions asked!
Charade Give
up the pretense in your life.
Aspire For
the goal-oriented driver.
Pacer Take your time…you’ll get
there.
Mentor The
car that helps you every mile of the way.
Mirage That
budget for a new car wasn’t just an illusion.
Citation Our cars only go up to 65, so
you’re safe.
Dart The car with targeted get up
and go.
Fit Get
fit without working out!