Photos: Carlos Rodriguez
SEAT is engaging consumers in the naming of its third SUV. More than 10,000 proposals were submitted. SEAT reviewed the proposals based on the following criteria:
- The need to reflect brand DNA: “The hallmark of the brand and the character of the model are the first things to take into account,”explains SEAT Product Marketing Director Lucas Casasnovas. “SEAT is young-spirited, and its values include dynamism and passion for design. In this case, it also has to match the DNA of the new large SUV and convey a feeling of spaciousness and robustness.”
- The need for easy pronunciation: “A name must not be too long to be easy to remember. For this model, we want a name with five or six letters,” says Casasnovas. The chosen name will be pronounced in more than 80 countries where SEAT exports its cars. “We have to check that its phonetic features work and that it has no strange or rude meaning in another language,” explains Núria Vila, an expert in naming from the Nombra agency, which is collaborating on the project.
- The need for uniqueness: The company ensured the legal ability to use each name on an international level.
- Opinions: Reviewers asked focus groups what each name evokes, whether it was strong, and other questions. The research was carried out in several countries.
Company officials narrowed the names down to Alborán, Aranda, Ávila, and Tarraco. The company is allowing the public to vote for their favorite contender until Sept. 25 at seat.es/buscanombre and seat.com/seekingname. The name that gets the most votes will become the SUV’s name. The new name will be announced before Oct. 15.