Category: Branding

By on June 21, 2016

16 - 1968 Saab 96 Wagon Down On the Junkyard - Pictures courtesy of Murilee Martin

You can forget about ever buying a new car with the Saab name attached. That’s right, Swedeophiles, the name that conjures up happy memories of a quirky-but-attainable brand that hated column-mounted ignitions is officially dead.

National Electric Vehicle Sweden AB (NEVS), the Swedish holding company that bought up Saab Automobile’s assets in a 2012 bankruptcy sale, just announced it won’t sell any vehicles under the Saab name.

There won’t be a Swedish Spring after all. Not even in China. Read More >

By on June 8, 2016

2017 Toyota Highlander

When it comes to brands that resonate with buyers, no other automaker tops Toyota, according to a recent study.

In its annual ranking, BrandZ Top 100 Most Valuable Global Brands shows the Japanese automaker rising two spots to place 28th out of all companies in 2015. Second and third-place automakers BMW and Mercedes-Benz both gained ground in the rankings. Read More >

By on June 3, 2016

1936 Lincoln-Zephyr

After standing outside the party in the cold, hoping someone inside would hear its plaintive knocking, Lincoln Motor Company is now on the sales rebound.

The restyled MKX is a hit, we’re getting a better looking (and faster) MKZ, and the new Continental is on the way, but there’s also buzz about a another historic nameplate potentially making a comeback. That model is Zephyr — a name Ford Motor Company recently applied to trademark, though if it’s for use on a vehicle, it should probably reconsider. Read More >

By on May 31, 2016

Skoda Octavia RS Wagon, Image: Skoda

America — would you buy a modern Škoda?

According to AutoGuide, Škoda submitted four separate trademark applications for “Skoda Superb”, “Superb”, “Octavia”, and “Yeti” with the United States Patent and Trademark Office (USPTO) on May 24 and May 25, 2016. USPTO has yet to publish them for opposition.

While this is nothing new for Škoda (the company has continually filed trademarks in America since the 1920s), it’s worth noting what the company applied to trademark compared to what it usually trademarks.

Read More >

By on May 31, 2016

BMW 8 Series

BMW plans to re-introduce the range-topping 8 Series in order to battle its German competition, a report says.

A company insider confirmed to Auto Express that the ultra-luxury two-door, which originally ran from 1989 to 1999, will return to the lineup. Read More >

By on May 16, 2016

2017 Mercedes Benz C 63 S Cabriolet driving rear

Sales of scarves are poised to jump in Germany after a court ruled Mercedes-Benz can’t blow on its customer’s exposed necks.

A verdict from that country’s Federal Court of Justice just dug a temporary grave for the automaker’s “Airscarf” system, Carscoops reports, citing the German publication Automobilwoche.

The outcome of the automaker’s legal dispute with the company that holds the original 1996 patent means a “stop sale” order for models equipped with the warm air-blowing headrest. Read More >

By on May 12, 2016

Subaru badge

Subaru’s parent company plans to change its name from Fuji Heavy Industries to, simply, Subaru Corporation. Why? Because #branding, of course.

In an effort to leverage the recognition of its Subaru brand, the transportation giant says the move away from its long-winded company name will help grow Subaru as a distinctive global presence in the automotive and aerospace industries.

Fuji Heavy Industries currently has four divisions: Automobile, Aerospace, Industrial Power Products, and Eco Technology.

Read More >

By on May 3, 2016

sergio-marchionne

Sergio Marchionne added another CEO title to his résumé yesterday, taking control of Ferrari, where the Fiat-Chrysler head already served as chairman.

He replaces former CEO Amedeo Felisa, who retired after 26 years with the company. Felisa remains on the independent automaker’s board of directors, where he will serve as a technical advisor.

Marchionne now has full control of the company he spun off from Fiat Chrysler Automobiles at the beginning of the year. Two years ago, he succeeded former chairman Luca di Montezemolo, who stepped down in protest of Marchionne’s plans for the brand’s future. Read More >

By on May 2, 2016

2017 Volkswagen Golf Alltrack

They’re on a little break right now, but Volkswagen plans to saunter back to America’s door, flowers and chocolates in hand.

As the diesel emissions scandal plods along to its buyback conclusion, the automaker plans to woo U.S. buyers with desirable products and a less confusing brand strategy, Automotive News reports.

Volkswagen brand chief Herbert Diess told reporters in Germany last week that the U.S. was still a target market primed for growth, but first the company must convince those buyers that it has changed its ways, and that it’s ready for commitment. Read More >

By on April 15, 2016

Nazi Volkswagen decal

Volkswagen gets a lot of unflattering press these days, but a faction of the automaker’s fan base seems determined to malign its name even more.

A disturbing subculture exists on the fringes of the Volkswagen fanboy community, and it manifests itself in decals and not-so-subtle window stickers that feature Nazi imagery.

Most normal, reasonable people would want to avoid associating themselves with a man who can claim responsibility for causing the deaths of about 70 million people, but there’s weirdos out there, and some of them are really keen on their Volkswagens. Frankly, it’s as depressing as the atmosphere inside the Fuhrerbunker, circa early May, 1945. Read More >

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