Every now and then an announcement at a motor show will make you wonder, "What are they thinking?" Such thoughts I had yesterday at the Paris motor show when Vauxhall announced the colour and trim names for the new Vauxhall Adam.
S, SE and Sport, and white, yellow and brown were out; Jam, Slam and Glam, and Saturday White Fever, James Blonde and Men in Brown were in instead. Eh?
Opel's marketing man Volker Brien explained all. A team of six to eight people, mainly young, female and from Opel's PR, marketing and design departments, are the ones responsible for the names. Brien admits doubts were raised in "open discussions" about the trim names, but the firm went with it as they help give "real character" to the car.
It was decided that with a name as bold as Adam — a name Brien admits "definitely polarises opinion, but the reaction has been 99 per cent positive" — that the usual trim level and equipment names wouldn't cut it and an Opel Adam SE in white didn't quite have the same ring to it as an Opel Adam Slam in Saturday White Fever.
"It was quite a clear brief," he told me. "Once we had defined a strong name we couldn't stop there. Not giving everything its own individual name would not be doing the car justice."