Concluding our exploration of the often treacherous practice of automotive nomenclature.
Given the numerous problems and pratfalls we uncovered in Part One, it might seem simpler to avoid the bear-traps altogether and stick to safe and neutral numbers. These can be used to indicate the range hierarchy, such as BMW’s ultra-logical 1 to 8-Series model designations.
An exploration of the arcane and sometimes treacherous landscape of automotive nomenclature.
A DTW article on the venerable Ford Cortina raised in my mind the question of the enduring appeal of the name chosen for this model. Was it the association with the glamorous Italian ski resort, or simply that the word was phonetic and tripped off the tongue easily, that was behind Ford’s decision to append it to a fine if unglamorous family car? Probably a bit of both: Ford was already using Capri, another Italian tourist destination, for the coupé version of the Consul Classic.
I realise it’s an old and oft-discussed issue, but I have experienced VW shooting itself in the badge.
I was recently loaned a brand new VW Golf Estate for the day whilst my Octavia of similar form was in for its 10k oil-change. I have frequently read over the past few years how the differential between VW Group’s brands has blurred, but this is the first time I was presented with an opportunity to witness the phenomenon so directly. And, although I should not have been, I was a bit taken aback at the experience.
A few years ago, brand consultants Landor redesigned the Citroën logo to be more rounded and, in their words, ‘liquid’. That is a strange adjective, since the chevrons famously represented the helical gear teeth that André Citroën patented and whose success he built his company on. In their current form the chevrons no longer seem to suggest precise technology and, therefore, it could be argued that Landor has done its job well in capturing the essence of 21st Century Citroën.
A badge can often tell you a lot more than what exactly it is you’re driving behind…
The badging on the rear of this first series Lancia Fulvia coupé is rather lovely. It resembles a signature and perfectly encapsulates Lancia’s quality ethos at the time. This wasn’t a cheap car and the badge told you this with elegance and eloquence.
I’ll begin this badge-themed item with a nod to Eoin’s sterling work on the future of FCA. Can I ask people to note the rather cheap ugliness of the FCA logo? The letters seem not to be aligned. But more relevant is the flaked badge of an Alfa Romeo 156, a rich metaphor if ever one was needed.
Do car badges have intrinsic value? Driven to Write investigates.
We all misread the obvious sometimes. Our world is frequently confusing, as are the brands and symbols that surround us. The car badge or emblem embodies a narrative – an entire marque history distilled into a small piece of moulded plastic.
In line with the theme of the month I will post this eloquent symbol of excessive cost-cutting. The badge symbolises the company. If the firm can´t spend enough so its symbol endures, you have to wonder about their commitment to the rest of the car. Of course, the likelihood is that this is just an unforeseen consequence of a minor change in paint formula. However, many people will feel that this says as much about this brand as needs to be said. For brand managers, this sort of thing is the worst PR, worse even than the message sent out by curling window rubbers and blisters of rust on the rear wheel arch lip. I can only remember seeing one other badge so badly weathered in so short a time, and that was the badge on Alfa Romeo´s 156.
I still use the same tailor my Father first took me to as a boy. Their jackets have a small label sewn into the inner lining on the right breast, showing their name but nothing else. Were I to ask them to put the label on the outside, they would be aghast. But they are an old fashioned firm and, I fear, not much longer for this World. Although my preferences have never changed, those of the rest of the World appear to have. It might seem understandable that cheap sports clothing should incorporate free advertising for the maker, since it could be argued that it subsidises the cost, but what seems stranger is that it has become acceptable for an expensive fashion brand to do the same. Don’t their customers object to being walking billboards, or are they simply boasting?