A longtime critique of General Motors here at TTAC is that it needs to pick enduringly appealing names for its products and stick to them, instead of shuffling through some eighty nameplates for midsize and smaller cars since Toyota introduced the Corolla. Still, this approach doesn’t advocate simply freezing time, and calling every compact Chevy a Cruze from here to eternity. If you’re going to stick with a name, it has to be good, and it has to mean something.
Enter the Aveo, which is about to be replaced by another Daewoo-developed hatchback (made in the US this time), but should (if GM can be believed) represent an improvement over the unlovable outgoing model.GM’s North American supremo Mark Reuss is still wavering on the name, refusing to commit to Aveo, but unwilling to suggest an alternative nameplate. Which brings us to today’s question: is it nobler for the car to suffer the slings and arrows of outrageously poor associations with the name Aveo? Or should GM put the name to sleep, perchance to dream up a better, more enduring one? Is consistency good even if it means keeping one of the most maligned nameplates this side of “Sebring”? Aye, there’s the rub.