Volkswagen Group’s Seat division has turned to Twitter to figure out a name for its upcoming three-row SUV. Yes, an automaker has entered the wild and woolly world of 140-character outrage in order to start a hashtag campaign, one destined to yield both a model name and positive PR.
Imagine, an automaker asking its fans what name they’d like to see on their seven-seater. Makes you feel all cozy and loved. There’s only one rule for naming suggestions: the 2018 SUV must have a name derived from Spanish geography, much like existing models.
While the company’s #SEATbuscaNombre (#SEATseekingName) campaign is both cute and trendy — and thus a little insufferable — it has this writer wondering if other automakers should do the same. Never mind looking like a follower, and never mind the inevitable jokes.
There’s value in “regular” people’s opinions.
If I had my way, the Chevrolet Cruze would carry a very different moniker. “Cruze” — it still seems weird, and I say that as a Cruze owner. And what about EcoSport? The name already affixed to Ford’s upcoming, yanked-from-overseas subcompact crossover could use a fresh dose of imagination.
Don’t get me started on Mitsubishi’s 2018 Eclipse Cross. Heads should roll for that decision.
While Seat’s hashtag campaign runs until June 22, the effort has already yielded mixed results. “Llama” was one Twitter user’s suggestion, no doubt implying a deep love for Spanish pistols that bear a striking resemblance to American models.
“Gibraltar”? Nice try, internet, but the big rock is still under British rule. Spain wishes it could get its hands on that thing.
“Avalancha”? General Motors might have a problem with it, but the word — which means exactly what you think it does — does convey a sense of unstoppable power. Unless, of course, the commenter was referencing the fourth album from 1990s Spanish rock group Héroes del Silencio.
Perhaps unaware of past American and British Fords, one lady kindly suggested “Granada,” a name Seat should avoid at all costs. This SUV will not come with a standard 88-horsepower four-cylinder and four-speed stick.
Naturally, given the openness and diversity of social media, some wags added their two cents to the mix. Two automotive publications (Irish and Canadian) chimed in with a suggestion of “Seat McSeatyface.” We all recall where that particular idea came from. Seat was just asking for it.
In all likelihood, Seat already has its own list of favorites, making this hashtag campaign an exercise in weighing its own thoughts versus the public’s. Expect the name of a lake, island, river, mountain or seaside town to appear on that SUV. Still, it’s nice when the buying public feels as if it has some sort of pull with an automaker. As well, expert opinions aren’t necessarily useful.
Just recall the infamous list of naming suggestions sent to Ford Motor Company by Pulitzer Prize-winning poet Marianne Moore in 1955. At the time, Ford’s marketing team was attempting to drum up a name for what would become the 1958 Edsel line of cars. Moore was sent a list of qualities (which the actual product never possessed) as brain food.
Her suggestions are a warning for what can happen when you think too much. The list included “Utopian Turtletop,” Mongoose Civique” and “The Intelligent Whale.”
Fordy McFordface doesn’t sound so bad now, does it? To be fair to Ms. Moore, two of her suggestions — “Intelligent Bullet” and “The Resilient Bullet” — sound pretty badass. I know what I’m going to call my vendetta-themed action movie now.
While we can criticize existing names all day, one automaker is legitimately in need of a new model name, and fairly soon: Hyundai. As part of its upcoming crossover lineup revamp, the three-row Santa Fe will gain a new moniker to separate it from the shorter Santa Fe Sport. We can only assume the preferred name will be a locale in the U.S. Southwest.
Albuquerque? Flagstaff? Provo, maybe? Hyundai needs to tap its Twitter followers.
[Image: SEAT]
Wasn’t the Isuzu Axiom publicly named, and a Daewoo as well ?
Just reading the headline I was going to say “Because Boaty McBoatface, that’s why.”
Or something like Mountain Dews naming contest that ended with the winner being “Hitler Did Nothing Wrong”
“Boaty McBoatface”.
Bingo! If the public can’t be trusted to name a government research vessel, how can they/we be trusted to pick a name that confers reliability, safety, efficiency, and value?
Seat Cushion
Seat Siete
You win.
Seat Protector
Not sure about seat, but Ford should have a model called “Every Stream” and Fiat should have a model called “Money” – one for the musical theatre crowd, and one for the Keynesians.
“And what about EcoSport?”
Eco as in economy, Sport as in Sport Utility?? Not trying to be a Ford fan boi, just seems like it works.
Better than using some combination of “C” “R”, “V” and “H” letters to seemingly intentionally confuse it with a cross-town rival’s products, while styling it nearly exactly like another cross-town rival’s product.
As mentioned, this isn’t the first time a car maker has allowed the public to submit names. I think Toyota did it in Japan once. I remember reading it somewhere.
Isn’t Seat pronounced differently than “have a seat”?
I believe its like SEE-aht. I dunno.
It’s pronounced SAY-att.
My suggestion would be the SEAT Tossa (after the coastal resort of Tossa del Mar).
Thanks, and I agree with your suggestion.
In consideration of VW’s management culture and personnel, the Seat Pantano.
I hate to start another thread because I forgot to say, but assuming that’s the vehicle in the picture, it sure is handsome. I’d rather see it 20 times a day than a Pathfinder, Highlander or a pre-refresh Explorer (post refresh is somewhat tolerable).
Also, the only way Ford could have fell any harder with Edsel would be if they had named it one of those horrible names. I didn’t know people were experimenting with PCP back then, but the evidence is clear.
“Piece of SEAT” gets my vote.
Cheaty McCheatface
I like the Heroes del Silencio Reference. Avalancha is also a great song
“SEAT Redundant”
But then again I use that word for many of VWs models.
For a SUV, the SEAT Cantabrica works. That’s a mountain range in Spain. It’d probably go over well with VW management since they named their own 3 row SUV after the Atlas mountain in North Africa.
SEAT Mundo and Hyundai Moab
Seat Ampolla
It’s a real town, in Tarragona, Spain. It means “blister”.
Even better, but not technically qualifying because it’s in Chile, is the town of Peor es Nada. The SEAT PEOR ES NADA – the true follow-up to the original VW Beetle.
It means “Better Than Nothing”.
Obviously it must be Volksy McVolksface.
Bulk Vanderhuge.
Toilet Seat
The Seat Sea Vessel. Simple but captures the overall size and driving dynamics.
SEAT Bloated.
Seat Metoo, or Miitoo to tie it in with their cutesy rebadged “UP!”, and a reference that its yet another crossover.
If the Ibiza represents the holiday location of choice for the young, hip, trendy, drivers of that model – then why not reflect the type of buyer who loves crossovers with the SEAT Benidorm? Have special crossover areas in the dealers with with a game of bingo, a 7 piece fry and an English ale in a recreated resort pub with plastic chairs called ‘Linekers’.
(And I nearly bought a SEAT – a Toledo – which should’ve rightfully be called a SEAT OverchargedMajorcataxi. Our Leon is nice though, should be a SEAT Tardis! Huge interior!)
The Up, or “up!” as they choose to spell it, is in fact a Volkswagen. The corresponding Seat and Skoda models are named Mii and Citigo respactively — and I quite like the latter name, actually.
Two word answer: Boaty McBoatface
https://www.nytimes.com/2016/03/22/world/europe/boaty-mcboatface-what-you-get-when-you-let-the-internet-decide.html