It used to be so easy: 3, 5 and 7 Series; C-, E- and S-Class; A3, A4, A6.
But the continual rise in the number of segment-bridging models is keeping the consultants busy developing new nomenclature strategies for car manufacturers. Acknowledging the blurring of its previously clear model naming strategy, Mercedes has published its all-new model designations, and it almost amounts to a brand relaunch.
That it used to be so easy, but now is not, underlines the growth of the vehicle manufacturers in question. Growth has come not only in the form of unit sales, but also in widening model ranges and niche models.
VW is rooting out poor-selling models, and cars like the Eos are unlikely to be replaced: after all, why have a Golf-sized cabrio when you can have a Golf Cabrio?
True, this enables an OEM to remain competitive, but it can lead not only to confusion but also to a cost burden. Volkswagen recently conceded that it competes in too many sub-segments, often where sales do not justify costs. Thus, VW is rooting out poor-selling models, and cars like the Eos are unlikely to be replaced: after all, why have a Golf-sized cabrio when you can have a Golf Cabrio?
Whilst larger brands rein in their segment participation, other, smaller brands still seek representation. BMW may have models in most of its target segments, but its Mini subsidiary still sees potential to broaden its range.
At the upcoming LA Auto Show, Mini will show its all-new 5-door car. Tell that to a fan of the classic Mini, and watch them roll their eyes; others may point out that in the Countryman, it already has a 5-door – but the Countryman is taller and longer than the Mini 5-door, and built on a different platform.
To the brand, this launch is significant. Five-door cars are not new to the compact car segment, but they are to Mini, which is benchmarking itself against several key models in the compact hatch segment, including the Peugeot 208, Audi A1, Ford Fiesta and VW Polo. In the UK, where compact hatches made up 16% of the market in 2013, 70% are 5-door variants – and that split is roughly replicated across most other European markets. At just a £600 (US$950) premium over the 3-door variant, Mini has seen an opportunity to grab sales and keep itself relevant.
Should a brand go alphanumeric or use full names? Do consumers identify better with one or the other? Are naming strategies as close to consumers’ hearts as we might think?
Most significantly, the launch of the Mini 5-door sees the brand move a step closer to the “up to ten models” line that was first mentioned a couple of years back. Keeping its model ceiling to ten shows a clearly-defined strategy for the Mini brand, at the heart of which is the Mini name itself.
Nomenclature and clear model differentiation are crucial. PSA’s addition of a fourth digit in its hitherto three-digit strategy was the subject of many column inches, as was Infiniti’s decision to start all model names with the letter Q, and Cadillac’s to emulate the German brands’ alphanumeric names. Should a brand go alphanumeric or use full names? Do consumers identify better with one or the other? Are naming strategies as close to consumers’ hearts as we might think? Mercedes has taken a bold step, and as this column proves, it too will now be the subject of many nomenclature-related column inches.
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Martin Kahl is Editor, Automotive World.
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