Will a New Name Sell More Full-Size SUVs?
In the automotive business, not everything an automaker does makes sense all of the time, at least at first glance. Take one of
General Motors' most integral new fuel savings technologies, Displacement on Demand (DoD). The Detroit-based automaker forged new territory with its electronic cylinder-deactivation system, showing working prototype versions long before Big 3 rival DaimlerChrysler beat them to the punch by introducing its similar Multi-Displacement System (MDS) with the debut of the HEMI-powered Chrysler 300C.
After both domestic automakers brought cylinder-deactivation technology to market, Honda joined the fray with its own V6-configured system, but can you name it? No-one ever remembers the names of the second and third variants of any new technology, with only number one getting such recognition. The only reason both DoD and MDS are reasonably well known,
is because both came first. The former was first in concept and the latter in production form.
No matter, though, as GM is determined to exchange the Displacement on Demand name for something entirely different: Active Fuel Management (AFM). No doubt marketing department organized consumer study groups are bullish on the new name, somehow believing that ACM will spur on sales of the automaker's full-size SUVs because of its thriftier sound.
Its not like GM has experienced any reliability problems with DoD, unlike its original experiment with a mechanical version of the technology applied to Cadillac's 4-6-8 V8 in the early '80s.
In the automotive business, not everything an automaker does makes sense all of the time, at least at first glance. Take one of
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| DoD was introduced as standard equipment with 5.3-litre V8-powered 2005 model year Chevrolet TrailBlazer EXTs, GMC Envoy XLs and Envoy XUVs. (Photo: Rob Rothwell, Canadian Auto Press) |
After both domestic automakers brought cylinder-deactivation technology to market, Honda joined the fray with its own V6-configured system, but can you name it? No-one ever remembers the names of the second and third variants of any new technology, with only number one getting such recognition. The only reason both DoD and MDS are reasonably well known,
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| GM forged new territory with its electronic cylinder-deactivation system, showing working prototype versions long before Chrysler beat them to the punch by introducing MDS with the debut of the HEMI-powered Chrysler 300C. (Photo: Trevor Hofmann, Canadian Auto Press) |
No matter, though, as GM is determined to exchange the Displacement on Demand name for something entirely different: Active Fuel Management (AFM). No doubt marketing department organized consumer study groups are bullish on the new name, somehow believing that ACM will spur on sales of the automaker's full-size SUVs because of its thriftier sound.
Its not like GM has experienced any reliability problems with DoD, unlike its original experiment with a mechanical version of the technology applied to Cadillac's 4-6-8 V8 in the early '80s.