Auto Experiential: The Name of the Game

Image for Yamu Jayanath

Automotive brand identity was back in the headlines in 2024: Audi rebranded in China; Jaguar brilliantly grabbed attention and mystified with a reimagined brand identity and  Skoda India announced a new corporate identity in line with digitisation and expansion. 

As driving expectations and needs evolve across all corners of the world, brand identity and naming has become a crucial factor for success. 

And agencies must step up to the challenge.  

Here at Collaborate every experience we create has a clear focused centre of gravity. For either the client brand or for the client campaign/product. 

Sounds simple? The reality is that clients are often critically immersed in a project, and it falls to the agency to become the touchstone. To control the balance, modern agencies across many sectors, including experiential, increasingly need far broader knowledge and expertise beyond their core competency – often for issues such as brand hierarchies, semiotics, brand portfolio and naming. 

One such surprising knowledge we’ve acquired, built and found incredibly useful is around the peculiarities of auto brand names. Yes, we’re all familiar with the norms, but what might surprise is how this affects new commercial models of leasing and how the brands express themselves today. 

Recently in search of a new car, I toured car dealerships and scrolled through online showrooms: the distinct divide in how automakers are naming their vehicles struck me hard. Brands like Audi, BMW, and Mercedes-Benz usually employ alphanumeric codes, while the likes of Ford and Volkswagen use evocative names: Mustang, Polo, or Golf.  

This intriguing divergence is clearly reflecting unique strategies in branding, customer engagement and, crucially, the importance placed on the vehicle versus overarching brand identity.  

The case for alphanumeric designations 

Luxury automakers Audi, BMW, and Mercedes-Benz favour alphanumeric designations. Combinations of letters and numbers like BMW's 3 Series or Audi's A4 follow a structured, hierarchical system. 

Why? This approach delivers several goals: alphanumeric codes shift focus to corporate identity rather than individual models. Consistent nomenclature creates a unified image, ensuring all models are perceived as part of the same prestigious family. 

Secondly, numbers and letters suggest engineering precision and sophistication aligned to the ethos of German luxury. BMW’s “xDrive” or Mercedes-Benz’s “AMG” suffixes. They communicate specific features or trims, showcasing a sense of technological mastery.   

Thirdly, numbers and letters are universally neutral, making it easier for luxury brands to market cars across diverse regions without altering the nomenclature. 

In my view this system successfully enhances exclusivity. A BMW 7 Series or Mercedes S-Class isn’t merely a car—it’s a symbol of prestige. It shouts exclusivity amongst petrol heads and luxury consumers alike.  

Crucially for us, in all forms of expression the brand tends to be the centre of gravity over the product ... meaning greater continuation and consistency, but usually less creative freedom.   

The case for unique names 

In contrast, automakers such as Ford and Volkswagen lean on unique names, evoking imagery, emotion, and specific attributes. Ford's Mustang conjures up visions of power, freedom and the open road, while Volkswagen’s Golf reflects its accessible, playful nature. 

Each model’s identity becomes distinct, inviting automakers to target different audiences. VW Beetle stands apart as quirky and retro, while VW Passat projects a professional, practical image. 

Names become touchstones for legacy and heritage. The Ford Mustang, introduced back in 1964, remains a magical cultural icon, while alphanumeric schemes risk falling off the radar. 

For agencies this means that in all forms of expression, product will tend to be the centre of gravity over brand ... allowing us to propose solutions with braver and broader creative freedom.    

The new subscription model: powering brand identity to differentiate 

As the automotive industry shifts toward new forms of ownership: subscription-based models where customers swap cars depending on needs, unsurprisingly, the case for brand identity takes on even greater significance to move the needle. 

Customers may not "own" a car for years, moving instead between models within a brand lineup. As a result, making the brand’s overall ethos—luxury, innovation, reliability— has become far more critical than the identity of a single model. 

Could this new shift give iconic brands such as Audi, BMW, and Mercedes-Benz a strategic advantage? Reliance on alphanumeric codes ties their offerings to a singular, aspirational identity.  

Subscription customers may see themselves as a “BMW driver” rather than driver of a BMW 3 Series or X5. This strengthens brand loyalty, ensuring customers remain within the ecosystem regardless of model. 

In contrast, brands like Ford or Volkswagen, which prioritise individual model identities, may face challenges. And may need to concentrate more heavily on brand identity so customers emotionally attached to a Mustang or Golf become tied to the brand as a whole when deciding to switch new models. 

In summary 

All forms of brand expression are becoming more complex - including experiential.  The boundaries between media have blurred, and the power of brand and the power of campaign seem to be diverging as clients need to be ‘always on’, and hit those frequent attention spikes.  

Agencies need to think more holistically about issues facing a brand and, in the case of auto, even understand the importance of the name!