When is a Car a Tiger Crossed With an Iguana?

The New York Times: “When Volkswagen developed a smallish S.U.V. to meet the segment’s growing demand, it faced a challenge: The truck had no name … VW sought the public’s input — a tricky proposition. Its unorthodox approach included a poll, which produced a stunning response. About 350,000 readers of the German magazine Auto Bild cast votes. Among the names on the ballot: Namib, Rockton, Samun and Nanuk. The winner was Tiguan, a mélange of ‘tiger’ and ‘iguana.’ Sexy? Perhaps not. But it stuck, and the Tiguan has stuck around.”

“In 2003, the Canadian division of General Motors was about to introduce a Buick model it had christened the LaCrosse. It became apparent shortly before launch that in Québécois youth culture, LaCrosse is slang for masturbation. The name was changed.”

“When it comes to signing the deal on the showroom floor, however, the car name isn’t necessarily what pushes the buyer’s buttons.” Branding consultant Robert Pyrah comments: “The product has to be king. At the end of the day, I tell clients that as long as the name isn’t bad, you can get away with most things.”

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