Founded in 1937, Volkswagen Group is the biggest German automaker and the second largest automaker in the world. Its most well known vehicles from VW have striking and unique names such as the Polo, Golf and Beetle.
Volkswagen is launching a new 4-door, A-segment car in early 2015. Targeted at young lifestyle and elite Chinese, the coupe style design car is low sleek and the sportiest 4-door car in its category. Labbrand was appointed to create the alphabetic name for this new car. The name has to be easy, appealing, meaningful, international, striking, powerful and suitable for the car as well as its target group.
We successfully created the alphabetic name LAMANDO for Volkswagen’s new model. The name fulfils all specifications. In tone with the company’s origin and desired internationality, the English name has a European ring to it with the prefix ‘la’. Derived from words such as “Mandar” and “la mundo” which mean ‘to lead’ and ‘the world’ consecutively, the name echoes strength, authority, openness and young spirit.
Aside from these Spanish derivations, ‘mando’ can simply be interpreted as the English ‘man’ ‘do’. Bold and simple, ‘man do’ is a powerful phrase that can evoke energy, strength and activeness. The various inspirations and possible interpretations come together to form an immaculate name that rolls off the tongue and reflects the essence of Volkswagen’s new car.
LEAD THE WORLD
We conducted linguistic check and Smart Legal Check to make sure that the name is linguistically appealing and legally available. The linguistic check covers 16 international markets from the United States, France, and Japan to India and China.
Overall, the various inspirations and possible interpretations come together to form an immaculate name that rolls off the tongue and reflects the essence of Volkswagen’s new car. Lamando will open a new world in the automotive industry in China and abroad.