Automotive: November 2006 Archives

Links du Jour 11-29-06

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Jaguar XF: S-Type replacement gets new name - Leftlane News reports that Jag is dropping the “S-Type” series in favor of “XF”. The new name creates a more consistent brand architecture, as Jag already offers the XJ and XK. Jag chief Bibiana Boerio says the new XF name will "challenge people to think again about Jaguar as daring and different." What do you think? Leftlane News reader Piablo says this: "I think they should really lay off challenging others and challenge themselves to come out with a car worthy of carrying the Jaguar name."

Intelligence Amplification - Great blog up by Brad Feld on the name “Web 3.0." In short, he prefers the phrase “Intelligence Amplification” which echoes the older name “Artificial Intelligence.” Some names that fit into this theme: Me.dium, Lijit, Collective Intellect, and HiveLive. Great read, and nice looking new site, Brad.

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Indian Motorcycle Brand Name Rides Again!

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Indian MotorcyclesI am absolutely thrilled to link to Custom Motorcycle Talk today, where Jason hart has posted an article written by Eugenia Lawson at Fortune magazine about the revival of two classic brand names: Indian Motorcycles and Chris-Craft boats.

Two Harvard B-School classmates, Stephen Julius and Steve Heese already brought back the classic boat brand after years of neglect, and they have now turned their considerable expertise towards bringing back Indian Motorcycles, which once upon a time was just as big and popular as Harley.

Featured in the classic Anthony Hopkins movie The Worlds Fastest Indian, the Indian brand name is legendary among motorcycle enthusiasts and has exactly the kind of cachet among the rest of us to work.

Chris CraftSince the bikes will be made in America, they will have the same resonance as Harley. Chris-Craft is just as admired in the smaller, more rarified boating community: people lovingly restore old Chris Craft boats and keep them afloat for generations.

My feeling is that some brand names, like Chris-Craft and Indian, seem to have a mystique and allure that never dies.

If Chris-Craft can be revived, than Indian Motorcycles certainly can be. The new plant is certainly ambitious, and moreover the management has carefully studied rival Harley’s success and has committed itself to “remaining true to the rich heritage of this incredible brand” by creating heavy cruiser bikes along the same line as those we remember from decades ago.

Welcome back, Indian.

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SUV Branding: Mitsubishi Plans to "Out Everything"

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Mitsubishi OutlanderIf you pick up your November issue of Car & Driver or Autoweek, you'll see that Mitsubishi plans to “Out Everything” the competition with a new ad campaign based on the word "out". The campaign underscores how the new Outlander Compact SUV outclasses and outperforms its competition, according to Mike Nash, director of advertising, Mitsubishi Motors North America.

The company has launched a website, www.outeverything.com, to further communicate its branding message. The emphasis of the campaign is on the performance heritage of the company and the superiority of the Outlander model, and I think "outeverything" communicates that well.

The true test will be whether the 2007 Outlander Compact SUV will indeed "OutFast," "OutBlast," and "OutMusic" its competition in consumers' minds.

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