What’s in a name? Well, considering the latest blitz of commercials for Kia’s new models like the Sorento, a name is a pretty big deal. But Kia execs are reportedly considering changing the names of U.S. models to feature alphanumeric identifiers.
Hickory Kia said that some Kia models already feature alphanumeric names, such as the K5 (aka Kia Optima) in South Korea. While having a seamless naming convention for products could arguably increase the strength of a brand, the risk is that such a dramatic change could result in confusion among consumers. But, with Hyundai/Kia’s recent objective of moving up-market, it would be following in the footsteps of other brands like Infiniti and Acura that have also ditched popular names for more simple alphanumeric creations.
Kia has been working to strengthen its brand and image in the U.S. for years, and it’s finally making real headway. But that’s precisely why now is the time to decide which way it wants to go on the naming convention issue. Otherwise, Kia risks losing serious brand equity should they wait too long to make the switch.
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