Given Ford’s decision to revive the questionable Taurus and Sable nameplates due to a high level of consumer awareness, it might come as a surprise that General Motors considered using a new name for the 2008 Chevrolet Malibu.
But according to trade publication Automotive News, it almost happened. GM executives reportedly considered dropping the Malibu name to start with something fresh.
Although a new name can disassociate the new car from its predecessor’s flaws, it turns out GM and Ford both think consumer mindshare is more important.
“Sometimes we in the industry underestimate what it takes to get a new name out there,” Troy Clarke, president of GM North America told Auto News. “Doubling the advertising or promotional expenses is probably the minimum. It is a sizable investment.”
In the case of the Five Hundred, Ford failed to establish name recognition among consumers that could match the Taurus. Rather than taking that uphill battle, GM decided it would be easier to refine Malibu than start from scratch.
The Malibu’s “tremendous equity” meant it wasn’t easy to turn away, Clarke said.
In the case of the Pontiac Grand Prix — a nameplate used since the 1960s — GM took a different approach. By naming its new midsize sedan G8, Pontiac drew parallels to the well-established G6.
“Even while you are promoting maybe a G6, there is a little bit of that bang for the buck that carries over to the other products that have similar naming nomenclature,” Clarke said.
02/12, 2:09 PM
posted by:
A4
the G8 is such a different car than the grand prix that it was necessary for a name change anyway…
02/12, 2:12 PM
posted by:
illwill
I dont like the name malibu, i’d much prefer it if they change the name into cavalier.
02/12, 2:13 PM
posted by:
illwill
But the redesigned car is pretty sweet regardless of the name.
02/12, 2:15 PM
posted by:
F451
I fear that GM has promoted Mr. Potato Head, who is charge of the GM Rebadging Department. When will GM ever learn?
02/12, 2:20 PM
posted by:
GarbageMotorsCo
Malibu, GrandPrix, Taurus, their all the same.
Rental fodder.
02/12, 2:37 PM
posted by:
buenos
GM abandoned the Cavalier name in favour of the Cobalt beacause it was felt that the name (brand) had been very damaged by the less than good product with which it was associated. The Grand Prix suffers from the same stigma, and with the introduction of the G8 goes in an entirely new direction, therefore the name change makes sense. The Malibu has not had the same stigma attached to it, and therefore is a name with more equity.
02/12, 2:55 PM
posted by:
Matt
did they? oh dear(!)
02/12, 3:25 PM
posted by:
bb_454
You can tell its a VERY slow news day!
02/12, 4:28 PM
posted by:
Jeff in Canada
Slow news day indeed, Extra Extra! Something un-interesting almost happened!! You heard it here first!
I agree with some of the points so far, the Malibu name was not damaged as badly as the Grand Prix or Cavalier. However, I think the name of the product is one of the least important aspects of the product. A truly great product can have any name on the back and people will notice.
All the attention on Ford for reviving the Taurus won’t overshadow an inferior product. Call it what ever you want.
02/12, 5:20 PM
posted by:
TOZO
Pontiacs need to be named after ferocious animals, disasterous weather phenomena, and mythological beasts. G5, G6, G8… goes nowhere.
Malibu – Malibu’s good for Chevy, but Taurus is tarnish – a dead old lackluster name without market value.
02/12, 5:46 PM
posted by:
bb_454
The all new 2008 Chevrolet Unicorn. Does that sound better? lol
02/12, 6:55 PM
posted by:
PrimeGTP
Whatever the name, it’s the car that matters in the end to educated consumers.
Malibu seems like a fairly plain, but capable mid-size FWD sedan.
02/12, 10:19 PM
posted by:
brcart3r
Its smart for them to keep the name on it, renaming the car wont net them any profits. someone needs to scratch their heads over at chevy and create something that looks good on the interior like the milan. they need some good looks somewhere so people dont think its just the old malibu junk.
02/12, 10:39 PM
posted by:
tristanw
I like the comment from Jeff from Canada… I would sign myself uder that too (if he doesn’t mind).
02/13, 12:07 AM
posted by:
S-60-driver
hey, since we’re on the name changing, anybody remember the move that Chrysler pulled on the LHS with the Concorde? They dropped the LHS name and moved the Concorde name on the LHS body style.
.
Just saying that Ford isn’t alone with this kind of move. Anybody else know any more similar moves by any car company? I can’t remember anything else.
02/13, 2:19 AM
posted by:
Manster
Well, at least they are not doing what they are doing over at Lincoln with that “MK” nonsense!
It used to be that a cars name evoked and emotion, a feeling. Cars such as Barracuda (’CUDA), Camaro, Firebird, Stingray, Mark Series (Mark VIII), and so on.
Now we get MKS, CTS, CLS,CRV, DTS, V70, MLO, DIK, SUX, ETC, ETC, ETC,
Where’s the connection? The new names are great for a lot of people as they really don’t require knowing how to SPELL@!
Jeez…….
02/13, 2:43 AM
posted by:
Ricardo Head
If this were a Ford it would be a Falibu.
02/13, 3:05 AM
posted by:
europerspective
Wow, maybe I should start reading Automotive News, they seem to get a scoop on all the really hot stories. If I ran a car news for enthusiasts site I would definitely reprint stories like this, rather than writing my own editorial.
02/13, 8:23 AM
posted by:
Saud
Well the point is they didnt change it
02/13, 8:35 AM
posted by:
buenos
There are lots of re-naming items in GM’s history.
The Pontiac Acadian (twin of the Chevette) became the ALL NEW T1000
The Pontiac J2000 became the Sunbird/Sunfire
The Pontiac LeMans became the Pontiac LeMans (mid size to a really bad Deawoo)
The Oldsmobile Cutlass became the Oldsmobile Cutlass (twin of the first Gen Malibu)
to name just a few…
02/13, 9:10 AM
posted by:
HoosierHero
Wow, the Malibu finally did something newsworthy… *yawn
02/13, 9:25 AM
posted by:
gotsmart
They were thinking of dropping the “Malibu” name?
I hope they were considering calling it the “Lumina”. Or maybe the “Celebrity EUROSPORT”.
That would have been *hilarious*!
02/13, 9:32 AM
posted by:
bb_454
The Chevy II became the Nova, right?
02/13, 9:35 AM
posted by:
GarbageMotorsCo
Maybe they should call it the Corsica. And then a 2 door called the Beretta. In the end it will still end up a “Classic” dumped on the rental lots.
02/13, 9:45 AM
posted by:
MyGodBeatsYourGod
‘Impala’ would have been better than ‘Malibu’
02/13, 11:33 AM
posted by:
Brendino
Good point. The Impala doesn’t have any kind of bad rep that I know of…maybe rental fodder, butt less so recently and it does sell really well.
But the current Impala is gonna stay around, right?
02/13, 12:32 PM
posted by:
PrimeGTP
Impala is slated to move to the Camaro/G8/Commodore Zeta platform in 2009/10.
02/13, 1:16 PM
posted by:
GarbageMotorsCo
http://www.fleet-central.com/af/t_inside.cfm?action=news_pick&storyID=26266
They should call it the Caprice.
02/13, 9:36 PM
posted by:
PrimeGTP
I find it amusing that Malibu is bashed so easily for being characterless. What character does Camry have? Accord? Five Hundred/Taurus?
02/14, 12:28 AM
posted by:
Piablo
PrimeGTP – what else is new? Doesn’t matter what GM product it is, it’s going to be bashed by the same usual suspects.
02/14, 6:05 PM
posted by:
CTS DRIVER
dang gm they ruined my whole life, if it wasnt for them i would be happy.
02/14, 8:04 PM
posted by:
chevy490
i like this car!