The chance to name a new car is precious, a billion-dollar branding exercise with decades of potential staying power. Of the almost 300 vehicle models in the US, roughly a quarter bear names that have been around for 20-plus years — even when the underlying car has changed. The Porsche 911 was introduced back in 1965, one year after Toyota unveiled its first Corolla. Making its debut in 1934, the Chevrolet Suburban is the oldest badge in the business.
Over the past few years, this rite has kicked into overdrive. Carmakers are racing to electrify their product lines and launching new vehicles at a pace not seen in decades. Battery-powered driving offers a cleaner, quieter and eventually cheaper way to travel — an aspirational trifecta that branding squads must distill into a slew of catchy new car names.
