Mahindra recently renamed its new electric SUV BE 6e to BE 6. The decision was taken after Indigo Airlines objected to the rights to the ‘6E’ brand name. Indigo claimed that ‘6E’ is part of their IATA code, which they use on commercial flights. However, Mahindra was eventually forced to change the name of their car.
This is not the first time that there has been a controversy over the name of a vehicle. Problems have arisen regarding the names of many cars before this. This incident reminds us of other vehicles whose names either created controversy or created confusion in the market. Let’s take a look at some such interesting stories of controversies related to the names of vehicles.
When Tata’s ‘Zippy’ became ‘Tiago’
Tata Tiago is the company’s popular hatchback model in India, but it was earlier named ‘Zica’. The name was chosen because the car reflected its agile performance and fun driving ability.
But in 2016, when the Zika virus spread panic across the world, Tata Motors realized that their name could give the wrong message. So they changed it to ‘Tiago’. This change was not only necessary for the company but was also a wise move to maintain the connection with the customers.
Mitsubishi had to change the name of Pajero
Mitsubishi Pajero is considered a prestigious name in the world of SUVs, but in Spain, it had to be sold as ‘Shogun’. The reason? ‘Pajero’ in Spanish means ‘idiot’ or a word with a vulgar reference. So Mitsubishi decided to change the name and respecting the sentiments of the market, launched it as ‘Shogun’.
Chevrolet’s car flopped because of the name
Chevrolet launched its ‘Nova’ car in Mexico in the 1970s. However, ‘Nova’ in Spanish means ‘doesn’t run’. This thing could not connect with the customers and the car’s sales were negatively affected. This incident is a big example of the consequences of ignoring language and local references in marketing.
Honda had changed the name to ‘Jazz’
Honda’s ‘Jazz’ is a popular car, but it was initially launched as ‘Fit’. You will not find anything wrong in this name, but the use of this word could have been controversial in countries like Norway because this word is known as an abusive word. To avoid this controversy, Honda named it ‘Jazz’ in many markets. This was a small but very necessary change.
Skoda ‘Laura’ was also made fun of in India
Skoda launched its premium sedan in 2005 and named it ‘Laura’. But in India, this name took on a different meaning. ‘Laura’ is a vulgar word in Hindi and due to this, the name became a subject of jokes on social media and in general conversation. Although the car performed well in the market, discussions and jokes about the name continued for a long time.
Lessons for automobile companies
This incident is a lesson for automobile companies that naming is not just a creative process, but it is very important to take deep care of language, culture, and local context. The right name can enhance the brand’s image, while the wrong name can make it the center of controversies.