Tag: Branding

By on September 1, 2020

Finding the perfect celebrity endorsement occasionally means deciding which public persona aligns most closely with your corporate image — and figuring out how to lock down that commitment by waving a wad of cash beneath their nose.

The rest of the time it’s just a matter of hooking the biggest fish on your reel and dragging that thing into the boat to secure an all-important photograph together. Hyundai recently decided upon the later for its upcoming Ioniq sub-brand by tapping the K-Pop icon known as BTS.

While you’ve probably heard of the Ioniq liftback, you may not have known Hyundai plans to use the name to create an all-electric subsidiary mimicking exactly what the Genesis brand did for the automaker’s luxury vehicles. Odds are also good you’re not overly familiar with South Korea’s BTS, unless you’re a prepubescent girl or happen to share their taste in music and/or androgynous young men. But we can assure you that they are indeed international sensations — heartthrob material that Hyundai believes will make superb ambassadors for its upcoming EV brand. (Read More…)

By on August 20, 2020

Quick badge swaps between Chrysler and Mitsubishi were common throughout the Eighties. Mostly a one-way affair, Chrysler rebranded Mitsubishi products as Colts, Plymouths, and Dodges. These captive imports generated revenue via Chrysler’s brand recognition while cheaply filling gaps in the domestic company’s lineup.

Today marks our first Chrysler-branded Mitsubishi, and it’s certainly the sportiest rebadge we’ve seen here. Presenting the Chrysler Conquest, from 1988.

(Read More…)

By on August 19, 2020

Slowly but surely, a phenomenon is spreading across the United States: standalone Jeep dealerships, as well as Fiat Chrysler dealers with Jeep showrooms.

Located where the buying public is most receptive, these types of stores could play a larger role in the brand’s future, especially as Jeep prepares to add three new models to its lineup next year. (Read More…)

By on July 30, 2020

In the cinematic classic National Lampoon’s Loaded Weapon 1, screen legend Kathy Ireland’s character is asked, under intense police questioning, whether she knows the traitorous General Mortars.

“Well, I drive a Buick,” she responds.

See? This proves the name General Motors confuses people. All the more reason to throw out that dusty moniker and write a new script. (Read More…)

By on July 6, 2020

Like its Mustang stable mate, Ford’s returning Bronco finds itself with a brood. The Bronco is now a brand, comprised of the namesake, body-on-frame off-roader and the tag-along Bronco Sport — a retro-styled model based on the unibody Ford Escape.

That’s apparently just the start of it. (Read More…)

By on March 20, 2020

Everybody knows Nissan’s 370Z has overstayed its welcome. With over a decade of service beneath her belt, the old girl has done her part and now cries out desperately for retirement.

It’s not the car’s fault; Nissan simply hasn’t had anything to replace it with. As such, it’s had to keep sending the tired veteran back to the front. While a successor has been rumored to be in development for ages, little hard evidence turned up to prove its existence.

Meanwhile, the current Z continues to bleed sales. Nissan only managed to move 2,384 examples inside the United States last year — down from a similarly modest 3,468 in 2018. This year won’t be any better for the model, though we now finally have confirmation that Nissan is making moves on the next Z car — and it seems to support rumors that it will adhere to a retro-inspired look. Nissan has filed a trademark patent with the Canadian Intellectual Property Office and the Z logo looks quite a bit like it did when we were still calling the marque Datsun.  (Read More…)

By on February 6, 2020

People who make more money and go on far more vacations than yours truly tell me it’s important to never drive. Lower your carbon footprint by hopping on a bike, they say. Yes, even in January — it’s popular and the people who do it, well, they love it!

While I’ve no qualms with pedalling on a nice warm day, toss in snow and ice and face-paralyzing cold and I’ll politely tell these cheerleaders, “No thanks, I’d sooner be dead.”

But what if ditching four wheels, crumple zones, 10 airbags, and a heater meant not having to give up on my beloved automotive brand? (Read More…)

By on November 19, 2019

Forgive us for this post, one which yet again delves into a vehicle that, for good or bad, came in like the proverbial wrecking ball. Busted up the joint. People are abuzz, and so is Adam, whose opinions on the Ford Mustang Mach-E flowed like water through a breached dam on Monday.

Again and again (and not just from Adam) a hypothetical scenario reared its head — what if the Mustang Mach-E emerged from behind the curtain wearing another badge? (Read More…)

By on November 15, 2019

At a private event in Rome this week, Ferrari introduced its newest model — the Roma. Described by Ferrari Commercial Director Enrico Galliera as an automobile for “people who would like to drive a sports car, or a Ferrari, but are a little bit afraid of Ferrari and sportscars,” it boasts one of the worst marketing taglines imaginable.

It also has a key fob that’s embarrassing to carry around — assuming shame is an emotion still within your repertoire.

While high-performance exotics aren’t widely known for being tasteful, Ferrari has always had a thin veneer of respectability brands like Lamborghini lacked. Owning one gave off the impression that you might have a mild appreciation for brand heritage or some interest in motorsport. At the very least, the prevailing prejudices would presume you were a probably a car snob with strong opinions and nuanced tastes.

Unfortunately, the Roma (Rome) and its gaudy key are helping to dissipate that formerly effective illusion.  (Read More…)

By on October 16, 2019

volvo cars

Volvo Cars’ new electric crossover has a name, and it just happens to be something people hate doing. The XC40 is the brand’s new EV, crafted out of the compact XC40 crossover and helped in its mission by the model’s versatile modular platform. To make it work, Volvo first carried out some alterations. See details here.

“Recharge” isn’t just the name applied to the brand’s new EV ⁠— it’s a new sub-brand under which all upcoming EVs and plug-in hybrids will reside. An invitation to confusion or buried psychological disdain? Possibly. (Read More…)

By on September 4, 2019

lincoln navigator grille badge lincoln logo

My father has historically been a Ford man. Despite numerous forays into Chevrolet, Chrysler, Volkswagen and Toyota, he has always returned to the Blue Oval when the time came to purchase a keeper. Other nameplates came and went, receiving slightly less attention, but there was always at least one well-maintained Ford in the garage. As a result, I became familiar with dealerships using the suffix “Ford Lincoln Mercury” at a very young age.

For me, it was an opportunity to ogle the fancier sedans my father claimed didn’t make financial sense. “It’s the same car,” he would always say. “This one just costs more.”

When you’re eight and have nothing to distract yourself with other than the swizzle sticks you stole from the coffee area, fatherly advice has a way of sinking in. I’ve often wondered why automakers would even dare place their premium offerings so close to their less-expensive models. But times have changed.  (Read More…)

By on August 22, 2019

VW logo, Image: Volkswagen

The blue oval. The three-pointed star. The roundel. The four rings. When it comes to cars, some logos are more identifiable than others, but Volkswagen’s glistening chrome emblem ranks near the top of the easy recognition chart.

It’s classic, simple, and maybe a little dusty. Which is why VW plans to change it.

While reports arose last year of a looming, “colorful” change to the highly visible logo, we now have a better idea of what to expect when the automaker shows its new face in Frankfurt next month. (Read More…)

By on August 8, 2019

While Lotus Cars’ world premiere of the Evija hypercar was easily the biggest announcement made by the company in the past ten years, another major announcement slipped in beneath the radar this week. Apparently, Lotus has a new logo.

Whilst browsing the brand’s latest press releases, we noticed it had uploaded some new photos of the Evija and a gaggle of snapshots from its new partnership with the Norwich City Football Club. Despite European soccer sponsorships holding this author’s interest about as well as a sieve holds water, something looked a little off about the Lotus emblem emblazoned on the Evora and Exige models parked outside of the renamed “Lotus Training Centre.”

Why Lotus decided to bury its new branding announcement deep within a press release about its favorite sports club is anybody’s guess. Perhaps it felt the changes to the logo weren’t extreme enough to warrant a separate announcement.  (Read More…)

By on July 1, 2019

While Mazda’s vehicles are often praised for being handsome and playing host to desirable driving dynamics, the latter half of that arrangement has become less important in recent years. Remember the last time you saw a Zoom-Zoom ad? Neither do we.

That’s because Mazda isn’t the same brand anymore. While some of its budget-minded performance chops remain intact (MX-5), the prevailing shift has been toward luxury — which is kind of a nebulous concept these days. In the most general sense, it means Mazda is pushing for higher-margin vehicles and fancier showrooms. But it’s not a guaranteed strategy for winning… or losing, for that matter.  (Read More…)

By on June 27, 2019

Throughout the 1980s, and into the middle of the nineties, Honda reassured themselves that the sports utility vehicle craze was just a fad. The company spent years refusing to develop their own SUVs of any caliber, and instead turned to other companies (eventually) to fill gaps in the model lineup.

Honda did rebadging work to various extents, and then sold the borrowed SUVs around the world. Today’s Rare Ride is one such offering, though it’s more obscure then all of its stablemates down at Honda Rebadge Corral. Let’s check out a Honda Crossroad, from 1993.  (Read More…)

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