It’s no secret that the Chevy Aveo wasn’t a raging success in the North American market. Whether the reason for the subcompact’s diminshed popularity, however, was the result of the subpar quality of the product or its actual name (Aveo) may be an enigma to which we never find the answer (for the record, we think it was the former rather than the latter). But something we overheard during the New York Auto Show last week may pique your interest.
After learning that the next-generation Chevy Aveo will don the Sonic nameplate in North America, some leaders of GM’s international markets – where the Sonic will continue to be sold as the Aveo — expressed their preference for the Sonic name over that of the senescent Aveo. In fact, these executives like the Sonic name so much that they prefer the upcoming Gamma II-based vehicle be sold in their markets as the Sonic, not the Aveo.
What’s more, it appears that GM executives considered the power of a global brand name before deciding on the Sonic-Aveo dichotomy, but ended up going with the different names anyway — more on that, later. What we don’t know, however, is whether the executives in charge of the Barina — Holden’s name for the Aveo/Sonic — are fans of the Sonic name — so whether the Sonic moniker will end up replacing that of the Aveo (and/or Barina) in markets outside of North America is currently unknown; but if there ever was a possibility of a name change for Chevy’s next-gen subcompact range, now may be the time.
So here’s our question to you, dear reader: should the Sonic/Aveo have a common global name? If so, which should it be — Aveo or Sonic? And what about the Holden Barina? Talk to us in the comments below…
PS: be sure to read my Opinion Desk about the power of global names and product right here.
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Comments
I believe they are making a colossal mistake and the car will suffer dearly for it. It’s a juvenile (not young and sprightly, just plane childish and immature) name that will get torn to shreds via an association with that silly Nintendo game character. This is the second of the new GM cars that I want NOTHING to do with, the idiotic GMC Terrain was the first. It’s not too late to find another more appropriate and globally acceptable name. They would be well served to go that route.
Don’t be a fool. The Aveo name was horrible. The Sonic name is a step in the right direction. The fact other Chevrolet dealers internationally want the Sonic name should say something. And if you are gonna blast something you should in the very least keep one major fact straight. Sonic is the name of SEGA’s mascot. Not a Nintendo game.
I’m kind of torn on this one, guys. One the one hand, I can see how the Aveo name has a bad reputation… since, you know, the last gen model was so terribly terrible. But Sonic reminds me, personally, of the burger/fast food joint found in some parts of the US. And I couldn’t take myself seriously if I had to tell people that I drive a Chevy Sonic.
I’d rather Chevy pick a different global name altogether. As it stands right now, this car has three names: Sonic, Aveo, and Barina. Seriously? Three freackin’ names for a single GLOBAL vehicle? Something isn’t right here. How about calling it the Beat or the Trax?
Ford has the right global marketing campaign, so definitely go with the one name global route. I personally do not have a problem with the Sonic name, but others seem to have issue with it in the USA, forgetting about the effect on a global level. Whatever it is, needs to be cool and edgy! Maybe invest a little time using social media and allow the generation that will actually want to purchase the car to name it and get the suits out of the way. Having a competitive small car is too important to mess it up with a bad name that doesn’t connect with the target group. Not sure how many Gen Y remember Sonic the Hedgehog, but I have heard all kinds of names thrown around…Beat, Boom, Mania, TAZ, Traxx, LUV (too cute for me, but I am 41), Tango, Scream, Blast, 1.4T, 1.8L, Youth, RazR, gEn, Halo.
Right there with you. A global name is best and allows Chevy to capitalize on the power of a global brand, not to mention the savings in ad/promo material.
It is called the Chevrolet Beat in India—thought it was interesting that Holden Barina was mentioned but not Chevy Beat in the original post.
Jack — you’re referring to an entirely different vehicle. India’s Beat is known as the Spark elsewhere around the world.
The vehicle in question is the Sonic — aka Aveo or the Barina. GM’s international managers prefer the Sonic name to the Aveo. The Beat/Spark is totally different from the Sonic/Aveo/Barina — hence the reason for its absence in my original article.
I like the coolness of the Sonic name but the Barina name is better for Holden from a marketing point of view. The Barina name has been used since the car was an imported Opel Corsa and not the Korean Chevy crap. The Corsa gave the Barina a strong reputation. The Barina name also appeals to its target market, young women. The Sonic name would appeal more to men.
“The Barina name also appeals to its target market, young women.”
What is this bull? How are these statement even qualified?
1. Do only women buy subcompact vehicles?
2. A significant amount of research is needed to determine which name appeals to which gender… you’re speaking out of your ass.
“The Sonic name would appeal more to men.”
3. More unqualified bullshit.
No need to be rude here Silent Electrician, I’m just talking from an Aussie/Holden point of view and adding to the conversation. The Sonic name seems to me to come off as a bit strong where as the Barina name (even though I have no idea what it means) seems to suit the sub-compact category with the vehicle is in. Holden know how valuable the Barina name is to their brand and that’s why they introduced the Chevy Spark under the Barina Spark name. Until this month (May, 2013) most Barina tv ads have been targeted towards women. The Spark was very much targeted towards women. Just my observation and my friends and family agree.