| There is no secret formula but the Ford
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| | remember the brand.
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| Motor Co. intends to rekindle the old
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| | "Taurus once stood for trend-setting
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| flame of its Ford Taurus by reviving its
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| | design," Krebs added. "But that name is
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| name in the Five Hundred sedan. The
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| | tainted. It really depends on do you have
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| announcement was made by the automaker to
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| | a good memory of the first Taurus or do
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| analysts, journalists and executives
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| | you remember the later versions?"
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| alike at the Chicago Auto Show.
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| | Reviving the Ford Taurus name is a
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| Naming vehicles is a big deal. It could
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| | compromise of sorts. It could offer a
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| either make or break the vehicle hence
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| | number of advantages over creating a new
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| doing it is considered a major
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| | moniker. In addition, it could certainly
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| undertaking. Each automaker spends a
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| | abrogate the need to spend a fortune to
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| hefty sum to create and nurture a
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| | create brand awareness.
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| particular moniker. So far, the brand
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| | Ford is not the only automaker to revive
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| equity of the Taurus, the Honda Camry and
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| | a model's name. DaimlerChrysler AG's
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| the Civic has gone beyond the value of
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| | Chrysler Group dragged its old Avenger
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| pricey promotion blitz.
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| | name this year for the replacement of the
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| The American auto market is crowded with
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| | Dodge Stratus sedan. General Motors
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| a wide variety of choices. Some
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| | Corp.'s Chevrolet resurrected the Malibu
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| automakers entertained change of name but
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| | name in the late 1990s and Impala in
|
| picking the right name is harder and more
| |
| | 2000. The Chevy Camaro and Dodge Charger
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| crucial than other decisions to take.
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| | vanished, but the Camaro is coming and
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| "Naming is a big, big deal," said George
| |
| | the Charger is back in the arena.
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| Peterson, the president of consulting
| |
| | Old names keep on coming and no
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| firm AutoPacific Inc., a Tustin, Calif.
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| | sophisticated Active Brakes Direct could
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| "You can always argue with the names they
| |
| | stop them from pouring in. Part of the
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| use. But you can't beat a good name."
| |
| | phenomenon is triggered when automakers
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| Detroit's Big Three automakers have been
| |
| | discovered that alpha-numeric titles used
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| criticized for their habit of trying to
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| | by luxury brands would not work.
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| introduce new names to revive tainted
| |
| | Nonetheless, other attempts were
|
| brands rather than sticking with the old
| |
| | terrible. Honda Motor Co.'s Acura lost an
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| ones and improving the vehicles. "Even if
| |
| | estimated $1.5 billion in sales by
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| the car has kind of run its course and
| |
| | renaming its Legend sedan the RL,
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| started to wane, you're better off
| |
| | Peterson said. "The joke was that RL
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| investing in marketing the current
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| | stood for ruined legend."
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| product than coming up with a brand new
| |
| | Brauer added, "You can bring back names
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| name," said Karl Brauer, editor in chief
| |
| | from the past, but unless the product is
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| of Edmunds.com, an online auto shopping
| |
| | good, it's going to be a short-lived
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| site.
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| | run."
|
| Analysts say resurrecting the Taurus is a
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| | More than 80 percent of consumers
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| clever decision, but the name alone
| |
| | recognize the Taurus as a Ford product
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| likely will not prompt a sales revival.
| |
| | compared to about 9 percent for those who
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| "The bottom line is the product," said
| |
| | know the Five Hundred. This is according
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| Michelle Krebs, an editor for Edmunds
| |
| | to research by Art Spinella of CNW
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| AutoObserver, an online auto industry
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| | Marketing Research in Bandon, Ore. "Ford
|
| magazine. Analysts added that brand name
| |
| | did the right thing reviving the Taurus
|
| has a great value. Some believe that the
| |
| | and Sable nameplates," he wrote in a note
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| impact of the name on the sales of the
| |
| | about his study.
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| vehicles is dependent on how people
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| |
|
