I was stuck in traffic this morning idly daydreaming about forgetting about work and just driving to the airport and finding a cheap trip to Hawaii, if I could get there, the airport that is, and find a cheap trip to Hawaii [Ha!] that is, when I noticed all the weird and wonderful model names of the cars in front of, behind and around me. Have you ever considered that there must be some penthouse office somewhere, all glass and skylines, possibly in California, where Car Name Designers get paid big bucks to come up with such disasters as the Volkswagen Tuareg – known around here as the Volkswagen Toe-Rag. And then there’s the ubiquitous Ford of course, a name which is generally accepted to be less a salute to Henry than an acronym for Found On Road Dead.
But I digress. Today’s car naming conventions are obviously meant to evoke images of the freedom of the open road or the vast sands of the desert or the power of horses or the virility of bulls – the Outback, The Sahara, The Mustang, The Palomino, The Charger, the Ram Charger and the Taurus – snort! . Oh and then in an entirely different league there’s the Sprint , The Sprite, The Dash, The Pacer and The Wind up the Tail [not really, I made that one up]. It seems to me that the designers are also trying hard to say something about who should be driving what. An Accountant in a Ram Charger for example just doesn’t compute and neither does Hulk Hogan driving a Sprint. And without a doubt all these model names are male and so are the [perceived] drivers. The idea perhaps is that the little woman should sit quietly in the passenger seat of the pick-up, let a man drive, and shut the truck up. When do you think will come the day that car manufacturers discover that some of us – at least 51% of us in fact – are not male and do not want to drive a car called something that is a thinly veiled euphemism for Big Stick [don’t get me started on gear shifts with large knobs] and I’m saying nothing about the HumVee.
In North America of course it wasn’t so very long ago that the car culture had its heyday. Well maybe it was quite a while ago, the 50’s in fact which just shows how old I am, when practically everyone [male] lived for their cars. Unlike England where there was only one car owner per street [and he was probably the one with the phone too], in North America there were more cars than people. And it went without saying that the more big lights and tail fins you had the more virile the man. There were drive-in movie theatres on every block and the A & W sent girls on roller skates to dispense cold mugs of foaming Root Beer and mountains of fries directly to your door [car that is]. The road trip was king and all family holidays were spent driving a thousand miles to look at a big tree or a big mountain or the big sea. Nowadays of course you can only see these fabulous old cars at antique car shows while in reality most of us tool about in little ‘gas-miser’ sedans just daydreaming about the open road. Perhaps that’s why all the old model names are still around, even though they now mean nothing, because they hark back to a time gone by when you really could drive faster than the wind or faster than a mustang [or 600 of them] for as long or as far as you liked without spending 4 hours in a jam.
But getting back to model names I think it’s time for designers to face the facts and get with the times, even if it does mean giving up on swift horses or charging rams or raging bulls. Personally I think I would like to drive around in a neat little open-topped sports car in a nice shade of lipstick red called the Dragonfly or The Lovely Vista Overlooking the Caribbean Sea or The Birds in Paradise or The Unlimited Money to Shop All Day. What do you say?
