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STOP RE-NAMING MY CAR!

writer: Cort Stevens

Toyota Camry. Honda Accord.

Since 1982 & 1976 respectively through 2015, these models have evolved & changed with the times, all without enduring a name change. Similar history can be traced for such entries as the Honda Odyssey. The first one wasn’t much about which to write, but Honda persevered with the name & developed it into a top seller in its segment.

While some examples of continuous monickers don’t celebrate similar history, the names have stuck. For instance, the Nissan Quest. First available in 1993 (with a re-badge model sold as the Mercury Villager), the Quest is currently in its fourth generation, even though none of the generations have particularly resonated with buyers.

Yet, American manufacturers have a knack for giving us a plethora of different names for virtually the same model. GM, Ford & Chrysler do this, perhaps all too well. Consider the following examples….

One glaring group from GM’s portfolio is the Malibu/Celebrity/Lumina/monte carlo/impala debacle. The front-wheel drive Celebrity, which replaced the last-ever rear-wheel drive Malibu, evolved into the first-generation front-wheel drive Lumina coupe & sedan for 1990. When the Lumina’s second generation debuted in 1995, the sedan stuck with the Lumina monicker, while the front-wheel drive coupe shockingly became the monte carlo, remaining through the 2007 model year. When the third-generation Lumina redesign came for the 2000 model year, the monte carlo coupe donned design cues from the original rear-wheel drive Monte Carlos, 1970-1988, & the sedan switched from the Lumina nameplate to a front-wheel drive version of the all-too-familiar impala name.

Speaking of the Impala, for its original rear-wheel drive run, GM saw fit to keep that name continuously 1958-1985. It’s sister, Caprice, was also used unchanged, 1965-1996. The Caprice, though, was originally an Impala luxury trim package. The siblings ran concurrently 1965-1985, when the Impala was dropped in favor of the Caprice nameplate. After the Caprice redesign in 1991, GM delivered an SS model of the Caprice, dubbed Impala. The Caprice/Impala SS were then dropped entirely after 1996. Unlike the Impala, Monte Carlo, Malibu & Nova nameplates, the Caprice, Corvette & Camaro have never been front-wheel drive vehicles…so far.

For further confusion, today’s front-wheel drive malibu is part of a family that includes the original rear-wheel drive Nova, front-wheel drive Citation & front-wheel drive Corsica. Other GM flip-flops include the Cavalier, Cobalt & Cruze trio; the LUV, S-10 & Colorado triad; the Metro, Aveo & Sonic combo; the Lumina APV, Venture & Uplander series; & the revived front-wheel drive nova-Prizm duo, GM versions of the Toyota Corolla.

Other GM branches (Oldsmobile, Pontiac, Buick, Cadillac & GMC) have similar name changers, including the GMC S-15, Sonoma & Canyon. Interestingly, some models did not go through the complete name transformation. For instance, when the Lumina APV was renamed Venture, the Oldsmobile mini van remained Silhouette. In addition, the cousins to the original 1970-1988 Monte Carlo (Buick Regal, Oldsmobile Cutlass Supreme & Pontiac Grand Prix) all debuted on front-wheel drive cars immediately after the rear-wheel drive versions were axed.

GM has plenty of company in this nonsense….

Ford gave us the Falcon, Maverick, Fairmont, Tempo, Contour & Fusion family; the Aerostar, Windstar & Freestar triad; & the Pinto, Escort & Focus trio. These owe the last monicker to Ford’s move to rename vehicles so each started with the letter “F”, with the obvious exceptions of Mustang & Crown Victoria. Arguably, the Fusion has more brand equity than its predecessors, thanks in part to global branding & NASCAR usage. Mercury received a similar fate, with examples such as the Villager/Monterey & Sable/Montego.

Back to the Fairmont/Tempo, Ford expected buyers of the Fairmont to turn to the new mid-size LTD rather than the Tempo (generally cited as the Fairmont successor). The Tempo was basically a new slot for Ford, set between the Escort & LTD. The “new” LTD, though, is credited for replacing the Granada. What was the successor for that mid-size LTD? None other than the Taurus, which then returned to replace the Five Hundred in the late 2000s!

Regarding the Crown Victoria nameplate & the mid-1980s mid-sized LTD, the Crown Victoria (& its sibling Mercury Grand Marquis) lasted 20 years. But, previous models were dubbed LTD & LTD Crown Victoria. The “Crown Victoria” was needed, in part, to distinguish it from the mid-size vehicle that featured the same LTD monicker.

Let’s not forget the iconic Thunderbird. This name stuck around for a long time but on a variety of vehicles. It began as a 2-seat coupe in response to the Corvette & ended in similar 2-seater fashion. But, in between, the Thunderbird took on various forms, including a sedan. It eventually became the Monte Carlo’s main nemesis during the Monte Carlo’s original 1970-1988 run.

Have a headache yet?

Dodge has also ventured into the sport, with the Dart, Aspen, Aries, Lancer, Spirit, Stratus (sedan), Avenger (coupe), Stratus (coupe) & Avenger (sedan) revolving door. In each case, the name change came with just a refresh of the previous car. Another group of Dodges is the Omni, Shadow, Neon, Caliber & Dart. The full-size Monaco was renamed St Regis. And, of course, Dodge gave us the Diplomat, Monaco, front-wheel drive Intrepid & rear-wheel drive Charger, which itself has had various reincarnations, including the mid-size rear-wheel drive coupe best known as the General Lee & the compact-size front-wheel drive cars of the mid-1980s. The original Charger was renamed Magnum for 1978 & 1979 before being renamed Mirada. Interestingly, Charger’s Chrysler cousin, the Cordoba, did not go through a name change during its 1975-1983 run. From 1975-1979, the Cordoba (& its Dodge counterparts), had design cues reminiscent of the 1973-1977 Monte Carlos; the early 1980s versions, then, featured Ford Thunderbird-inspired styling.

To Dodge’s credit, another name that didn’t stray from the fold was the Dodge Caravan (& its variants & siblings). The Caravan bowed in 1984 & is still in production today, in the midst of its fifth generation, as is the Chrysler Town & Country. The only minivan name no longer in production is the Plymouth Voyager, but that’s only because Plymouth has since disappeared from the scene altogether.

So, why so many names?

Maybe the manufacturers want to confuse us. A glaring example is the aforementioned Malibu/Celebrity/Lumina/monte carlo/impala debacle. When the Lumina debuted in NASCAR, many people thought the Lumina replaced the Monte Carlo, & GM did nothing to correct that perception. But, evidence indicates the Lumina replaced the Celebrity. According to the book _Chevrolet: The Complete History_ [copyright 1996, Publications International LTD], on page 348: “With the new Lumina coupe & sedan effectively replacing their Celebrity counterparts….” And, on page 359: “Taking the place of the aging Celebrity sedan was the Lumina sedan … a coupe version followed in the fall.” Further evidence is in the models (Eurosport) & design features (flat/horizontal dashboard, 3 square/horizontal taillights on each side, & front wheel drive) the Lumina shared with the outgoing Celebrity.

Maybe manufacturers use so many names hoping a name change will breathe new life (in terms of sales/recognition) into a particular model/segment. In some cases, they have. One fine example is the aforementioned Fusion. This new nameplate replaced an “old” nameplate (Contour) that had a certain stigma. The Fusion then raced to new heights its predecessors never touched, thanks to its NASCAR usage.

Whatever the reasons, the cost of such name changes are probably more than we can imagine. After all, with a name change comes paying someone (or people?) to create the name. Then, the company has to spend money to publicize & market that new name. And, of course, the cost of all new badging.

Yet, while GM, Ford & Dodge spew out different names every few years for the same model segment vehicle (with a few notable exceptions), Toyota & Honda seem to do just fine, without the abrupt & confusing name changes. Toyota & Honda don’t need the “smoke & mirrors” of introducing a new name every few years. Love them or hate them, the Toyota Camry & Honda Accord have become legendary for their longevity in the marketplace & “growing up” with their buyers.

Course, to GM’s credit, one nameplate has lasted longer than even the Camry & Accord: Suburban. That nameplate began in the early-mid 1930s & continues today, debuting its 12th generation this year (2015).