In the dynamic landscape of the Chinese auto industry, the question of “How can I best imprint my brand image into the consumer’s mind?” is both simple and incredibly challenging. Brands in this competitive market are tirelessly exploring avenues to carve out more compelling and distinctive identities than their counterparts. Strategies range from embracing sustainability and new value propositions like cost-efficiency and safety to championing lower-energy consumption and cutting-edge design. Staying ahead in the race for consumer attention is paramount in the realm of auto brand names.
One of the most recent industry trends is the emergence of a new seed of bands created by Western-Chinese joint ventures that are not limited anymore in manufacturing and distributing the original western models. Many of the big JV auto companies in China have announced the creation of such brands. Our naming analysis looks prospectively into what the names chosen say about their intended positioning and the reflect of future industry trends.
Auto Brand Names – 理 念This Chinese name literally means “principle”, focusing on philosophy, reflection and life attitude. This name links to lifestyle aspirations and insights shared both by the customers and the auto makers. However it is not consistent with the English name and might just be a temporary project name.
Auto Brand Names – 宝 骏 The literal meaning of this name is fine/excellent horse, implying achievement, success in life, emphasizing the high quality of the auto and the status of the driver. Being auspicious, this name is a good fit for a car maker. Yet, it is quite similar to 宝马BMW, and lacks originality. Because of its strong resemblance to BMW’s Chinese name and its focus on status and prestige, we can expect the brand might be challenged by BMW in the near future.
Auto Brand Names – 启 辰The Chinese name chosen for this new model literally means “the first light beam of a new day”, implying the new direction of the future, and also an auspicious name. Much work has been done to design this name which is a variation of the term 启明星, and it evocates the meanings such as grandeur, wisdom and in-depth reflection. This is truly a groundbreaking name.
From this analysis, we conclude that only Venucia is showing innovation in its Chinese naming strategy. Baojun is stuck in mainstream practice and Everus looks like it has yet to choose a final name. These three names illustrate the complexity and uniqueness of the Chinese auto industry today.
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