Some cars could have become iconic if not for their names. In these cases, marketers really overdid it.
Creating a name for a new car model — is far from just creative work. The same word can evoke entirely different emotions depending on the region. If a brand miscalculates, the repercussions of the wrong name can seriously impact sales, reputation, and product recognition.
The Auto30 editorial team compiled the most interesting cases where manufacturers clearly missed the mark with naming. These examples have become classics of marketing mistakes in automotive history.
Debuted at the Detroit Auto Show in 2008 as a full-size SUV. Despite the technical specifications and comfort, the name itself caused confusion. In Spanish, "Borrego" can mean "simpleton" or "ignorant person." This was particularly felt in the Latino communities in the U.S. where the car was sold. The vehicle was equipped with a 4.6-liter V8 and was designed for seven passengers.
A compact hatchback from Indian auto giant Tata, introduced in 2016. The name turned out to be unfortunate due to its coincidence with the Zika virus, which was talked about on all news channels that year. The virus caused serious concerns, and no one wanted to be associated with it. The company quickly responded and changed the name to Tiago. The car was powered by a 1.2 Revotron petrol engine.
A model developed jointly with Mazda, sporty on the outside but more of a compromise on the inside. Sold in the U.S. from the late '80s to the mid-'90s. The name "Probe" (translated from English — "probe") evoked associations among buyers not so much with technology as with medical procedures. This significantly affected the perception of the model. The car was based on the Mazda G platform.
Rear-wheel-drive sports coupe that appeared in 1970. Based on the Opel Ascona and offered as an alternative to the Ford Capri. However, the name "Manta" in some countries was associated with words like "laziness" or even "inability." Despite its success in Germany, the model was not taken seriously in other countries. Produced with different petrol engines from 1.2 to 2.0 liters.
A popular premium-segment crossover, positioned below the Q5. Despite the brand's reputation, the name in Spain sounded unfortunate. "Q-tres" was perceived by locals as "poor," "miserable," or even "low quality". This, of course, did not hinder sales, but it made Audi marketers think. The model is equipped with turbocharged petrol and diesel engines with up to 230 hp.
A sedan known on all continents, first appeared in 1979. However, in some countries, the name elicited negative reactions. The word "Jetta" sounded like "arrogant" or "shameless," especially in Arabic-speaking regions. As a result, the model was renamed to Bora. Despite this, the Jetta remains one of VW's best-selling models. The latest generations are equipped with turbo engines and DSG.
One of the most discussed examples of unfortunate naming. In Spanish-speaking countries, "Pajero" sounds like a vulgar curse, meaning "couch potato" or "masturbator." Therefore, in Latin America and parts of Europe, the name was changed to Montero or Shogun. However, the SUV itself was quite popular. Equipped with diesel engines and the Super Select all-wheel-drive system.
A compact city car known in many countries. However, in Chile, it was decided to sell it under the name Morning. The reason is that "Picanto" could be perceived by locals as the word "picante," which is associated with "lower class." Such a meaning contradicted the model's positioning. The car was equipped with petrol engines of up to 1.2 liters in volume.