Genesis Luxury Brand Nomenclature (Revised)

"Wobbles the Mind" (wobblesthemind) 11/03/2015 at 16:15 • Filed to: Genesis Luxury Brand

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I’m sure all of you at Hyundai have found that alphanumerics suck when all the best ones are taken (thanks a lot Audi and Mazda). Well fear no more, Wobbles has a system that even Johan de Nysschen would say, “That’s exactly the kind of shit I would do!” Then he would return to his Jai Alai match against Mary Barra over the last morning Scone. All this is done free of charge!*

* after 24 easy payments of premium car wash vouchers and a Scone better than the ones in GM’s breakrooms.

Let’s start with when to change model names. Under no circumstances do you change the nomenclature before you change the models. * That’s like me handing you a chocolate chip cookie every year since 1990, telling you it’s a chocolate chip cookie every year, letting you bite it and tell me it is indeed a chocolate chip cookie, then me slapping the cookie out of your hands in 2013 exclaiming, “NO! It’s cake now! CAKE I SAY!!!”

* Please forward to Infiniti.

Now in order to avoid this stupidity, here is a better example of the right way to go about this change:

If I hand you a brand new 2016 chocolate chip cookie, but say it’s oatmeal-raisin, even after you find it to be what you know as chocolate chip cookie, part of you will still believe me. The proof is when you call it oatmeal-raisin whenever you talk about or recommend the cookie to other people. You’ll say something like, “It’s oatmeal-raisin but it tastes exactly like chocolate chip!” Whammy, my product is now known for the best tasting raisins in the industry. (Yes I’m eating cookies right now, I’m an adult so I do adult things). Anyways, the takeaway is to not change model names until you have a new model or at least a mid-cycle refresh. *

* Please forward to Cadillac.

Let’s start with what the current models and concepts would become when Genesis is spun off as its own brand.

Starting Lineup

Genesis GQ-series: Midsize Sedan lineup

Genesis GQ200 - turbo 4-cyl
Genesis GQ300 - NA V6
Genesis GQ400 - TT V6
Genesis GQ500 - NA V8

Genesis EQ-series: Fullsize Sedan lineup

Genesis EQ400: TT V6
Genesis EQ500: NA V8

Now we know a version of the current Genesis Sedan is coming with two doors, so we’ll need a system for designating this body style variant. Perhaps a classical French term that will evoke romance and heritage? A word that stands out, yet feels somehow familiar. How about something truly daring, like the term “coupe?” Granted, customers will be a bit confused why there are only two doors, but they’ll learn over time to associate the term with a two door variation of the respective model.

Possible EQ-Series Coupe for example

The Nomenclature System

The model series is denoted by the first letter.

H for compact

G for midsize

E for fullsize.

The second letter is the body style.

Q for sedan

P for CUVs and SUVs

Thus the GQ-series would be a midsize sedan, and the GP-series would be a midsized CUV. A GQ-series Coupe, would be a midsized two door variant of the GQ, and a GP-series Coupe, would be an abomination based on the midsize CUV.

The three digit numbers denotes the hierarchy of engine performance (and thus trim level).

200 - lowest (turbo-4cyl)

300 - low-mid (NA V6)

400 - high-mid (TT V6)

500 - highest (NA V8)

Any time a smaller engine supersedes a larger engine in performance, the last digit is replaced with the letter N. So if you have a GQ400 making 400hp, and a GQ500 making 455hp, no issues. But say you take the TT-V6 and bump the power up to 467hp. Now you have a GQ40N.

Of course an N appearance package will be needed. Maybe instead of going with N -sport we can call it N -lite (get it, enlight?!)

I guess they could still use HTRAC for the AWD system, but maybe offer a super-handling version called N TRAC.

Actually, there’s a lot you can do with N branding! N -lign for the special system of tire alignment only available at the dealership. N -gauges for the special all LCD instrument panel. Not to be confused with N-gage, the controller for placing the vehicle into Eco, N ormal, Sport, Sport Plus, and Nsane! mode. Don’t confuse Nsane! mode with N -sane mode, which where all traction and stability controls are fully engaged, seatbelts tightened, and throttle/steering responses retarded (also known as standard Hyundai mapping).

No system is without its flaws, but I think this is the right amount of confusion and aggravation to charge a premium for. You’re welcome Korea!

wiffleballtony > Wobbles the Mind 11/03/2015 at 17:52

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I don’t think anything you said simplified the process whatsoever.

itschrome > Wobbles the Mind 11/03/2015 at 17:57

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I miss the days of just having named cars, further more line ups where everything didn’t look the same. You could have a whole line up that looked different! Further more your cars could have fun trim levels attached to the name to denote variance with in that specific model from one another but also they could carry over trim level names to other models in your line up with out confusion. Why do we have to have lower model cars given a smaller number to add to our constant sense of inadequacy. Oh look I have a BS200, you can tell I’m not of a higher level of wealth, status, ect because I don’t have a 300, 400, 500 ect even though it does all look the same. You know just smaller or larger, and of course the speedy bits. When cars had names you knew you had a lesser model but you didn’t need to wear it like a discarded old hat for every one to see. It was it’s own car, with it’s own name and it’s own look. Now you get a lower tier model with looks of the higher tier model but a smaller number one it. right, I lost my point. Which was I liked model names with trim levels attached. Like GT, RS, LX, LT, ect.. It makes owning cars more fun! Whats fun about saying you own a numbered car model? it’d like saying how excited you are to own a WM3575CV, which is a LG 4.5 cubic foot washer by the way. It’s a car lets keep some passion in them!

Wobbles the Mind > itschrome 11/03/2015 at 18:27

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Ah but that’s exactly why they stopped. If a model is great you forget the brand. Everyone knew what a Legend was, but no one knew Acura was the brand. Same happens today as the Accord, Camry, Prius, Escape are all called by the model, not the brand. However, if you own a CR-V, RAV4, CX-5, whatever, you tell people you own a Honda/Toyota/Mazda. You don’t tell people what model refrigerator, tires, watch or computer you own. You tell them the brand. A product is a product and a business is a business. Doesn’t matter what you call it, if it’s great people will learn it. 2000GT, 250GTO, GT40, 240SX. All recognizable. Make people learn your products and research your business. Plus not every word works outside of your country, so you end up naming things three or four times with words, as opposed to once for the entire globe.

Wobbles the Mind > wiffleballtony 11/03/2015 at 18:49

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True, it would be easier if they just named every model:

Mazatl, Xicohtli, Tocatl, Cochotl, Tecuani, which could be Cervidae, Anthophi, Arachni, Psitta, and Panthera for Europe. I’m not sure with the US since I don’t know which names aren’t owned by other automakers. Obviously you would simply match the name to the vehicles intrinsic drive characteristics. Then toss Eco, Sport, GT and Platinum to distinguish trims. That would be fine too.

ranwhenparked > Wobbles the Mind 11/03/2015 at 21:39

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I wouldn’t use “Q”, too associated with Infiniti. Maybe just call them the Genesis 301 (for the Genesis Sedan) and Genesis 305 (for the Equus), from their wheelbase in millimeters with one digit removed or something.

Or, something really generic, like just Genesis G5 and Genesis G7.

Any new models beyond those two will have to wait until the brand proves its viability anyway.

Wobbles the Mind > ranwhenparked 11/03/2015 at 21:57

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Actually I went with GQ more to reference the “trendy” men’s magazine. I think more people will catch that over the Infinitis. Also S6 vs S60 vs S600, no issues telling those brands apart. Everyone knows X means Crossover and Mazda has MX-series and RX-series which don’t get confused with the RX, RDX, or MDX crossovers. I think you’d be surprised at how discerning we have become. Think about all the trims and chassis codes we use as well. And yet, I still sometimes say Charger when I mean Challenger because the original new Challenger looked closer to an old Charger, you know?