Discover Tustin town and Orange County
 

Welcome to our Tustin Archive. Have fun browsing!

 

Article #136: A Moniker Could Make The Five Hundred

(Browse for more articles)

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






1 - A - B - C - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10 - 11 - 12 - 13 - 14 - 15 - 16 - 17 - 18 - 19 - 20 - 21 - 22 - 23 - 24 - 25 - 26 - 27 - 28 - 29 - 30 - 31 - 32 - 33 - 34 - 35 - 36 - 37 - 38 - 39 - 40 - 41 - 42 - 43 - 44 - 45 -