Businesses have been using the tactic from while now which keeping the name of car makes going to keep a brand and in the past decade we have seen classic muscle cars turn into everyday sedans and SUV’s for your groceries. But in the past couple years companies have been making a decisions to revive cars that enthusiasts hold close to their hearts.
“One of the primary reasons for reviving old model names is branding. Names like the Ford Capri carry a legacy, even if that legacy is distant. Older consumers who remember the Capri’s heyday might feel a sense of nostalgia when they hear the name, making them more likely to consider the new model.” (Teslam 2024)
“Name recognition can offer a marketing shortcut. Rather than building a brand-new name from scratch, companies reuse names that already have some level of public awareness. This practice can be particularly beneficial in today’s saturated market, where capturing consumer attention is increasingly difficult.” (Teslam 2024)
“Furthermore, car names are a crucial part of the marketing strategy. Names are not just identifiers; they are ‘personalities’ that invoke images and emotions.” (Teslam 2024)
This showing the connection that these names can bring to their most loyal customers and new ones. One of the revivals was of a legendary car from the 90’s that was the poster car of the first Fast and Furious film, the Toyota Supra. The original car in todays car community is still one of the most sought after cars, and the new revival is one that successfully found its way into the same community and has followed its older model into being a large platform for car customization.
“Much of this strategy is backed by extensive consumer behavior research. Ford, like other automakers, has teams dedicated to understanding what drives purchasing decisions. Studies have likely shown that name recognition does play a role, even if subconsciously, in consumer preferences. People might not buy the Capri simply because it’s called Capri, but the name could very well get them to take that first look, which is half the battle in today’s crowded market.” (Teslam 2024)
“It’s also worth noting that nostalgia can be incredibly powerful. Numerous studies have confirmed that nostalgia evokes positive emotions and can make people more willing to spend. Bringing back a name from the past can tap into this psychological phenomenon, granting an older nameplate new life and new customers.” (Teslam 2024)
References:
Narutopedia, C. T. (n.d.). Summoning: Impure World Reincarnation. Narutopedia. https://naruto.fandom.com/wiki/Summoning:_Impure_World_Reincarnation
Teslam. July 12, 2024. Tesla Mag. The Curious Case Of Car Name Revivals: Why Automakers Keep Bringing Old Models Back. https://www.tesla-mag.com/en/the-curious-case-of-car-name-revivals-why-automakers-keep-bringing-old-models-back/#
Niculescu, A. , Hycade/YouTube. (2022, January 19). Widebody Toyota GR Supra meets slammed A80 in “Deepfake” walkaround comparison. Autoevolution. https://www.autoevolution.com/news/widebody-toyota-gr-supra-meets-slammed-a80-in-deepfake-walkaround-comparison-179480.html#agal_1
