That brings me to my next point. If a brand name, like Malibu, is linked to positive consumer recognition then it doesn't make much sense to drop it. But badges like Cavalier and Aztek aren't exactly names to aspire to. Some have negative connotations due to poor reliability, or they're just old, the casualties of the need for a fresh new face. For these reasons, and possibly others, the S10 will be named Colorado for 2004, while the Sonoma will be dubbed Canyon.
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| The Taurus name is being put on the shelf in 2005 and will be replaced by Ford's new Futura. (Photo: Ford Motor Company) |
We'll be seeing a similar response from Ford when its Taurus gets replaced in 2005 as the Futura, but that name should pull positive feelings from the past in an effort to restore consumer confidence in a brand that has been through the ringer in recent years. Chrysler is also expected to drop its Intrepid nameplate, most likely replacing it with Magnum.
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| Acura dropped its Legend, Vigor and Integra model names in place of a numerical system similar to the European brands. (Photo: Honda) |
The Japanese have played this game too, with Toyota previously dropping names like Tercel for Echo and Corona for Camry, but for the most part they stick with the same names as long as they are perceived as market leaders.
But then again Acura dropped its Legend, Vigor and Integra model names in place of a numerical system while they were riding high in sales and popular opinion. But the brand obviously felt it could do better, and adopting a similar naming system to European brands has helped it to become more respected in the industry.