For many years, automakers have created the identity of their vehicles through comprehensible, even prestigious, names. Most of these names have become legendary such as Mustang, Corvette, Explorer, Civic, DeVille, Camry and many more. Now, the trend of giving cars real names is starting to fade and automakers now favor letter combinations. However, the letters of the alphabet it seems is a precious resource that is increasingly becoming inadequate to satisfy the needs of the auto world.
This has caused a number of legal spats between some automakers. For instance, Acura and Lincoln almost went to court due to possible name infringement – Acura’s MDX (see above photo) and Lincoln’s MKX (see below photo) was apparently too similar for comfort. Fortunately, the two automakers settled before any lawsuit was filed. BMW and Infiniti also had a tiff over the letter ‘M’ which figures prominently in both BMW’s M-Series and Infiniti’s M35 and M45.
Meanwhile, this problem is not only between automakers. Cadillac had to change the XLR’s original name CLR because it was already used as a name for a bathroom cleaner. Also, Toyota’s MR2 had to be renamed to Coupe MR in France since MR2 when pronounced, sounds like a common vulgar expression there. Amongst the letters, X is quite popular among automakers while Y, P, U, and O are not. The letters S and Z are also in great demand.
The use of alphanumeric names is not exactly an innovation, Ford called his first car the Model A. Mercedes-Benz and BMW are also well-known for giving alphanumeric names to its vehicles such as S-Class, M-Class and the like. In the ‘90s, many automakers began to follow suit. All Lexus vehicles also have alphanumeric names. The reason why automakers are picking vague letters and numbers as vehicle names is to build up the image of the whole brand, not just that particular model. For example, Lincoln has been changing their vehicle names as part of its turnaround plan last year. “We were in a situation where people were saying, ‘We drive a Town Car,’ and we want people to say, ‘We drive a Lincoln,’ ” explains Sara Tatchio, a Lincoln spokeswoman.