Whenever someone chooses an unusual name for a car, something that has happened several times with new models at this year's Detroit show, the critics go wild.
No one seems to realise that all of the conventional names (cities, animals, mythical animals, astronomical references, weather phases) were used up long ago, or are associated with defunct marques - Plymouth Fury and Hillman Hunter, to name two examples.
So, your car maker is reduced to dredging up something you've used before (Bentley Arnage), making something up (Suzuki Vitara) or going for something truly crass (Nissan Cedric, Toyota Tiara). Or for choosing some letters and numbers that have a chance of becoming iconic (Ford GT40, Datsun 240Z).
Under such difficult circumstances, Jaguar did somewhat better than Bentley yesterday. The F-Pace makes a happy and correct link with the Jag F-type, emphasises the model's on-road capability and picks up a word that resonates from Jaguar's glorious past, when the cars were all said to have 'Grace, Pace and Space'.