SEAT: This is How the Name of a Car is Chosen

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SEAT S.A

13 Sep, 2017, 11:00 GMT

MARTORELL, Spain, September 13, 2017 /PRNewswire/ --

  • The name of a new car must match the brand values, product characteristics and be easy to pronounce in most languages 
  • Alborán, Aranda, Ávila and Tarraco are the finalist names for SEAT's new SUV, after meeting all the defined criteria and receiving a positive response from the focus groups in several countries 
  • The final decision is in the hands of the public, who can vote for their favourite contender until next 25 September
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Experts studied the more than 10,000 proposals submitted prior to choosing the three finalist names for SEAT’s third SUV (PRNewsfoto/SEAT S.A)
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The name of a new car must be easy to pronounce in different languages (PRNewsfoto/SEAT S.A)
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Focus groups are organised to know what potential buyers think of the selected names (PRNewsfoto/SEAT S.A)
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#SEATseekingName

How do parents choose the name of their newborn? Most begin by considering several options. They want it to reflect the qualities they would like their child to have and be easy to pronounce. It's exactly the same when the name of a new vehicle is selected. This is how the finalists were chosen to name SEAT's third SUV among the more than 10,000 proposals submitted:

Watch the video: https://youtu.be/tx8YJQI0Hr4

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     (Photo: http://mma.prnewswire.com/media/554835/SEAT_Experts_Studying_Proposals.jpg )

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     (Photo: http://mma.prnewswire.com/media/554837/Seat_Name.jpg )

- Reflect its DNA: "The hallmark of the brand and the character of the model are the first things to take into account," explains SEAT Product Marketing director Lucas Casasnovas.

- Be easy to pronounce: "A name must not be too long to be easy to remember. For this model we want a name with five or six letters," says Casasnovas. The chosen name will be pronounced in more than 80 countries where SEAT exports its cars, so we "have to check that its phonetic features work," explains Núria Vila, an expert in naming from the Nombra agency.

- Be unique: The contenders are checked that they have not already been registered by other brands in any of the countries where SEAT operates.

- Opinions matter: "What does this name evoke?" "What does it make you think about?" are some of the questions answered by the participants of a focus group. The research was carried out in several countries such as Spain, Germany and France and the insights gained were essential to determine whether the shortlisted names would be successful.

- The last word: After announcing the finalist place names at the Frankfurt Motor Show, the company is leaving the final decision in the hands of the public who can cast their vote at seat.es/buscanombre and seat.com/seekingname . The name that gets the most votes will be the winner and will be announced before 15 October.