Given Ford's decision to revive the questionable Taurus and Sable nameplates due to a high level of consumer awareness, it might come as a surprise that General Motors considered using a new name for the 2008 Chevrolet Malibu.
But according to trade publication Automotive News, it almost happened. GM executives reportedly considered dropping the Malibu name to start with something fresh.
Although a new name can disassociate the new car from its predecessor's flaws, it turns out GM and Ford both think consumer mindshare is more important.
"Sometimes we in the industry underestimate what it takes to get a new name out there," Troy Clarke, president of GM North America told Auto News. "Doubling the advertising or promotional expenses is probably the minimum. It is a sizable investment."
In the case of the Five Hundred, Ford failed to establish name recognition among consumers that could match the Taurus. Rather than taking that uphill battle, GM decided it would be easier to refine Malibu than start from scratch.
The Malibu's "tremendous equity" meant it wasn't easy to turn away, Clarke said.
In the case of the Pontiac Grand Prix — a nameplate used since the 1960s — GM took a different approach. By naming its new midsize sedan G8, Pontiac drew parallels to the well-established G6.
"Even while you are promoting maybe a G6, there is a little bit of that bang for the buck that carries over to the other products that have similar naming nomenclature," Clarke said.
[Source: LeftLaneNews]
