Starting a new car company is hard. Simply designing a vehicle from scratch is an incredibly difficult process. Making that car is even harder. And manufacturing it on a large scale adds several notches to the degree of difficulty (just ask Tesla).

Compared with making the hardware, coming up with a name might not seem all that difficult. But it is. Especially when you consider that several major firms have been around for more than 100 years, giving the likes of BMW and Ford tremendous inbuilt brand equity. So any newcomer needs a name that carries a significant message, a statement of intent.

There are plenty of new brands cropping up at the moment, from the likes of Geely’s Lynk&Co to Volkswagen’s mobility brand Moia, and even Seat’s decision to spin off Cupra into a fully fledged sub-brand. But they’re not the only ones.

Byton electric SUV concept revealed

Future Mobility Corporation was formed by a group of veteran industry executives, led by ex-BMW i boss Carsten Breitfeld, in 2016, with the intent of creating a user-focused electric, connected, autonomous range of vehicles. At that point, they had plenty of ideas and concepts but, crucially, no brand name.