Name that MPV

I got a call the other day from Utusan Malaysia asking me if I had any advice for Proton and those taking part in the company’s name that MPV contest.

She wanted to know what qualities a national car’s name should have and whether this is any different from the qualities of a global car name.

It stumped fora few moments but after humming for few seconds, I told her that a car name should contain several qualities and they are:

1. The name should convey some positive feeling in the person saying it, it should make a happy sound if it is a made up word or it should carry a positive meaning, if it is derived from an existing word.

Example: Corolla is made up word it does not mean anything other than a popular Toyota model but it rolls off he tongue easily and has a cheerful upbeat feeling to it. Then there is Lexus the word Toyota cooked up to give a feeling of luxury and refinement.

Example: Civic means to be polite and nice and generally agreeable  while Accord means to be in conformity and not out of the norm. Both of these are qualities that most people are looking for.

2. The name should be descriptive

Example: Mini. The original mini was exactly that, a very small car for everyday use, for congested cities. Mini also alludes to something likeable, cute and possibly adorable.

Example Proton Saga: the name describes the monumental effort needed to get the national car project off the ground. It does not describe the car but it describes the essence of the company’s birth.

3. The name should give a sense of what the car is like, it’s character if you will

Example: Citroen Picasso is a vehicle that broke convention in terms of its styling and, in some ways, packaging, it is a bit odd looking but in a  good way and that sums up the spirit the car

and it also links it to the famous artist who is famous for defying conventions.

Example: Dodge Viper. The Viper is a very dangerous snake and so is the car, if you are careless both will bite you and send you to the hospital double time.

So what name should the new Proton MPV wear?

The obvious choices would revolve around themes of family, travel, fun, outdoor, active lifestyle, mobility, innovation, excellence and others in the same vein.

Personally I think it should boil down to a choice between a local word or a completely made up word

The local word can be in Malay, Iban, Kadazan, Murut, Senoi, Mandarin, Tamil, Hindi or any other locally spoken language and modified to make it suit the needs of branding. I like to see a local word being promoted globally.

The made up word can come  from a combination of languages as long as it somehow conveys a sort of Malaysian spirit to it. I mean Lexus is a made up word based on and English word but it does have a certain Japanese feel to it. It sounds a bit like a Japanese mangling an English word – what is more Japanese than that.

TIPS

Use strong letters to start the word, For example George Eastman chose the name Kodak because K is a very strong word and the simple two syllables make it easy to remember.

Google is a good name because it sounds funny but is actually a technical description of a very large number and it encapsulates the aim of the company to collect as much information as possible and process them into useful data.

Go crazy

Below is the official Press release for the contest, all details are there, please read it if you are interested in taking part

FOR IMMEDIATE RELASE

PROTON LAUNCHES CONTEST TO NAME FIRST MALAYSIAN MPV

SHAH ALAM, 8 September 2008 – PROTON Holdings Berhad today launched a nationwide contest to name its first multi-purpose vehicle (MPV) which will be introduced early next year. Describing it as the first home-grown MPV, PROTON is calling for all Malaysians to name the vehicle via an SMS and online contest starting today and ending 30^th of September.

The grand prize winner will win the new Proton MPV itself while two runner-ups will each win a trip for two to Lotus UK worth RM15,000 each. To help the public come up with ideas, PROTON has described the much anticipated MPV as a comfortable vehicle for both driver and passenger with more leg room and luggage space. The new MPV will also be affordable, and for its size, it is a car designed for families.

Speaking at the contest launching event today, PROTON Managing Director, Dato’ Haji Syed Zainal Abidin Syed Mohamed Tahir explains that the MPV is expected to be “delivered” at the end of March 2009. “This ‘bundle of joy’ is not only ours but is shared together with the rest of the country and all Malaysians. This is a historic moment for us and we would like the public to play a big part in naming the new MPV,” says Dato’ Syed Zainal.

Participants can submit their name of choice for the MPV via SMS or online at the www.proton.com website. Each entry must be supported with a rationale for the name and an original tagline. Part of the proceeds from the SMS entries will be donated to charity. The contest will be closely audited by professional auditors to ensure all processes are done with due diligence and integrity. Winners will be notified by telephone in October.

On the company’s aspiration for the new MPV, Dato Syed Zainal explains that “while it is a whole new market segment for PROTON, we are certain that the public will accept this new ‘baby’ with open arms.”

“We believe that this MPV will fit into our aspiration to build the “right car for the right market at the right price” for all Malaysians. We aim to offer the new MPV the best features for families, with its style, price and utilization,” adds Dato Syed Zainal.

About PROTON

PROTON, established in 1983, is Malaysia’s largest manufacturer of automobiles. With operations in key market centers from UK and Western Europe to the Middle East, and across South-East Asia and Australasia, PROTON produces cars to suit a range of consumer demands and preferences. The offerings include versatile and reliable four-door family vehicles, two-door hatchbacks for the young-at-heart, luxurious and stylish executive sedans, as well as the world-renowned sports cars from Lotus.

PROTON’s inception as a key driver of national development has seen the brand accelerate its learning curve through technology transfer with strategic partnerships and technical collaborations. PROTON cars are now steadily on track to achieving the mission for the future, gearing up to achieve the promise of a marquee which build cars with passion and soul; cars which are a delight to drive and a pleasure to own.