The Crank: The General’s naming games

By John LeBlanc

As part of Chevrolet’s recent small car religion— that includes the 2011 compact Cruze, next year’s Orlando compact tall wagon and a future Spark city car—an all-new subcompact  2011 Aveo, left and below, is on the way as well. We saw the production version last month in Paris, initially, next spring it will be built at Government Motors' plant in Seoul, South Korea, then join the Cruze-based 2012 Buick Verano compact at one of GM’s Michigan factories, before the new Chevy subcompact goes on sale in Canada later next year. Although the benchmark was set fairly low with the outgoing Aveo sedan and Aveo5 hatch, the new Aveo looks like it will be a huge improvement overall. With an all-of-a-sudden crowded small car market—new Fiesta, Mazda2, etc.—it better be. But now we’re hearing the General may be reconsidering the Aveo name. Apparently, GM wants to distance itself from the last generation car. Here we go again…As you know, GM has played the name game countless times in the past, (think Pontiac Sunbird/Sunfire/Pursuit/G5 Pursuit, or ask why today’s’ Cruze isn’t still a Cavalier). But the company seems to be a slow learner. A new name for Chevrolet’s subcompact could cost millions of dollars in creating awareness in the industry and potential customers. Other automakers seem to understand that brand awareness is a sticky business. Despite big changes and improvements through multiple generations from duds to studs, model names like the Nissan Altima or Hyundai Sonata live on. How many sales did Pontiac lose from Grand Am owners looking for a replacement, only to be confused by a salesman showing them a new G-whatever-it-was-called? GM declined to comment on the Aveo name change in the Detroit Free Press report. But what do you think? Should GM save some of our taxpayer money and stick with the Aveo badge for its new subcompact? Or is the current Aveo such a dud, a new moniker is in order? [Source: Detroit Free Press]

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