“We received an email this morning,” a Ford representative informed me. “It’s just like, oh my goodness. Why? You could have named it the Galaxie. Or the Falcon? I prefer Falcon.” Instead, the new $30,000 electric pickup is named the Fathom. Eager fans were hoping the Ranchero name would be revived. However, Ford is significantly investing in its pioneering Universal Electric Vehicle (UEV) platform, so resurrecting a nostalgic name for the company’s future aspirations wasn’t the best choice. The discussion revolves around the question of why, and more specifically, how a child is given a name.
As it turns out, naming entities is a profession. Entire agencies are dedicated to this task. To gain insights into the hidden factors involved in these decisions, I consulted the expert advice of Jay Jurisch, founder and Creative Director of the naming agency Zinzin, along with marketing expert Saul Colt, founder of The Idea Integration Company. Spoiler: both believe Fathom is a nicely chosen name, but not without its difficulties.
Everyone has an opinion
Auto enthusiasts are known for their vocal second-guessing. There’s a lot of sentiment being expressed about the Ford Fathom name. Even professionals aren’t excluded from knee-jerk reactions.
“I think Fathom is quite a decent name — for something, though not necessarily for this truck,” was Jay Jurisch’s immediate response. As the founder and Creative Director of the San Francisco-based naming agency Zinzin, he has ample experience in this field. One of his recent projects involved creating model names for Mack trucks. Saul Colt remarked, “my initial thought is that I might have focused on a legacy name.” Not out of nostalgia, but for branding effectiveness; “Ford has built a century’s worth of equity in names like Bronco, Mustang, Maverick, Ranger, and F-150. That’s brand equity you don’t have to create anew. Starting from zero means every marketing dollar must introduce consumers to what ‘Fathom’ is before convincing them to buy it.”
Indeed; beginning with a name that already holds significance opens the door to complications in the automotive industry. Lengthy debates have consumed excessive breath on whether the Mustang Mach-e is a “real Mustang,” for instance. Along with the F-150 Lightning, Ford has experienced a glimpse of what to anticipate should it pursue the traditional pickup route. “I think the conflict arises from the fact that it’s a truck while their reputation is tied to a completely different kind of truck,” Jurisch stated. “I’m warming up to the idea of completely transforming the concept.”
Colt concurred. “If this truck genuinely signifies a new path for Ford, they might have sought the freedom to carve out its own identity rather than inheriting decades of expectations tied to a name like Ranchero. That’s a valid strategy too, but it’s undoubtedly the more challenging one.”
All-New Ford Fathom: The Midsize Electric Truck Built to Fit Your Life
Creating a Vision
“I’ve worked on naming products, and they’re always far more complex than people assume,” Colt remarked. “The best names are not just words. They are strategic assets. They must function legally, globally, emotionally, and commercially.”
Ford also realizes it needs to clarify what the Fathom is intended for. The beginning of its extensive release is literally a dictionary definition. Clearly, “small EV pickup for thirty grand” isn’t the complete story of the Fathom.
“’Fathom’ possesses depth, intelligence, and a sense of exploration. It’s catchy enough. My concern is whether it conveys a pickup truck image. It strikes more as a tech platform or a premium software company,” Colt stated. Jurisch also detected the tech-savvy premium feel: “at least the name’s tone is quite upscale,” he acknowledged.
Both industry professionals arriving at the same conclusion independently indicates that Ford is on the correct path. That tech-forward, active-lifestyle consumer is precisely who’s depicted in the flipbook-style video accompanying the announcement.
“Upon viewing the video, I thought, well, this looks like a pretty cool vehicle,” said Jurisch.
“We do substantial work for tech firms, and I often converse with startups and marketing individuals at major tech companies,” he continued. “They frequently express a variation of the theme, ‘what we are doing is entirely new.’ [And] my response is fantastic. Count us in, but you better come up with a name that embodies all those ambitions, because if you assert to achieve those things, yet your name is just dull and merges into the background, why would anyone believe you’re different?”
History Shows the Risks of Error
Song Airlines aimed to provide a low-cost yet premium experience. Delta Airlines invested heavily in establishing this sub-brand. Kate Spade designed the uniforms. There were fresh, organic meals, a multi-million dollar line of accessories, and thoughtful strategies. The venture lasted three years, brought down by Delta’s Chapter 11 bankruptcy but also crippled by confusing messaging. Song Airlines never clarified its identity, and from the whimsical advertising, including TV commercials resembling music videos with minimal branding, it was unclear what the company stood for. “Because now you can fly for a song, and song since it’s like everyone’s favorite song, which people adore,” Jurisch explained, analyzing the company’s approach. “And it’s like, no, you don’t evoke everyone’s beloved song merely by using the term song.”
He remains more lenient towards Ford, but still offers caution. “Fathom, I think, is superior to that, but it’s akin to stating, fathom, it denotes deep. Consequently, there’s much more than what appears on the surface regarding this truck. The consumer doesn’t think, I require a truck with depth, that carries a depth of meaning and narrative behind it,” Jurisch articulated. “I’ll analyze all the brands and propose, like, Slate, that’s, that’s a surface. So it doesn’t have the depth I desire, but Fathom is all about depth, so I’m selecting that. No human ever thinks in that manner. It’s notable that they commence their announcement with the dictionary definition, as they assume, okay, people aren’t going to understand what it signifies. Thus, we must explain it to them.”
The Fathom Has Already Achieved Its Initial Success
It required Ford 9 months and numerous rounds of focus groups to ultimately settle on the name Fathom. “For the company to emerge from the traditionally slow and lackluster process of focus-grouping a name with something as commendable as Fathom is a testament to its potential,” Jurisch observed. “Generally, navigating through these stages guarantees disaster. Like, you’ll extinguish every worthwhile name through that, and the outcome will typically be the dullest, most common denominator name that nobody loves, but everyone tolerates,” he stated. “So I commend them for actually securing a good name through that process.”
Trademark is another obstacle a vehicle name must overcome, and Fathom has successfully addressed that in a competitive market. It may seem like a minor victory, but it holds significant weight. Consider all the merchandise, materials, domain names, sales enablement resources that would be entirely compromised by a trademark dispute.
What’s the Process for Naming Cars?
What does a naming process look like in real life? Here’s how Zinzin approached naming 11 models for Mack Trucks.
“Our usual naming process for a single item spans 4 weeks,” Jurisch explained. Working on 11 models took a bit longer; “It was likely about 8 weeks, or roughly 2 months. Each project we undertake begins with brand positioning, which essentially means, ‘what is the overarching story you want this brand to convey, and what is the distinct tone and personality needed for that?’” The outcome so far includes the Pioneer and Keystone models, with more in the pipeline. However, pinpointing the theme took time.
“We investigated multiple concepts thoroughly,” Jurisch reported. “Americana was one of them. Additionally, names linked to geographic locations also influenced it.” This was partly motivated by the environments where the trucks often function, as well as the existing Mack Granite model. “Two of the names they retained from their history were Anthem, [which] correlates with the
Americana, [and] Granite, which is a solid name.”
The Zinzin team continued to explore. “We developed a multitude of concepts explicitly around those themes,
focusing on Americana and the rugged outdoor theme. The first two that launched, Pioneer, resonate with both, and Keystone aligns with, like, the Granite, load-bearing and used in construction as these vehicles are utilized in construction.”
It may appear straightforward, or could even be simple once the process gains momentum, but there’s considerable initial contemplation. “It all hinges on brand positioning,” Jurisch emphasized. “You can develop a name that is seemingly the best imaginable that still fails because it doesn’t align with the specific brand positioning for that product or company.”
What About Ranchero?
Both Jurisch and Colt highlighted the baggage an old name carries. The Ranchero may linger in the collective memory, but it hasn’t been marketed for almost half a century. “It’s nothing more unique than any other name to the consumer likely to purchase this truck,” noted Jurisch. “It has an outdated legacy name implication that’s far more Taco Bell than Rivian,” he asserted. “That would simply be conceding to recycle old names. If you’re crafting something new, you better implement a new type of name that resonates with those categories.”
Icons Aren’t Born
Every nameplate is essentially whatever Ford defines it to be, and the Fathom name will evolve based on what the company establishes. Colt succinctly summarizes: “Ultimately, names don’t become iconic because they’re flawless. They become iconic because companies consistently stand behind them. Mustang, Bronco, and even Maverick didn’t achieve legendary status the day they were introduced. They became legendary because Ford made them significant.”
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**Obstacles in Naming a New Vehicle: Experts Challenge Ford’s Choice**
Selecting a name for a new vehicle is a pivotal process in the automotive sector that can greatly affect its commercial success. The name serves not only as the vehicle’s identity but also communicates brand values, stirs emotions, and shapes consumer perceptions. Recently, Ford’s decision regarding its latest vehicle name has ignited discussions among industry specialists, revealing the challenges and intricacies of the naming journey.
**Cultural Awareness and Global Resonance**
One of the primary difficulties in naming a vehicle is ensuring cultural awareness and global resonance. A name that strikes a chord in one market may carry negative implications in another. For example, Ford’s name selection must be examined for potential linguistic missteps or cultural misinterpretations that could alienate consumers across different regions. Experts stress the significance of conducting comprehensive market research and linguistic analysis to prevent names that risk misinterpretation or are considered inappropriate.
**Brand Consistency and Heritage**
Another considerable challenge is ensuring the new name aligns with the existing brand identity and heritage. Ford boasts a rich history and a well-known reputation in the automotive realm. Any new name must embody the brand’s core values and legacy while appealing to contemporary consumers. Experts contend that a name should evoke the appropriate associations, be it innovation, dependability, or adventure. A disconnect could confuse consumers and undermine the brand’s equity.
**Market Uniqueness**
In an increasingly saturated automotive landscape, standing out is essential. Experts highlight that a new vehicle’s name must differentiate itself from competitors while fitting within broader market trends. Ford’s decision-making team must craft a name that is distinctive yet relatable, ensuring it garners attention without deviating excessively from consumer expectations. This balancing act can be challenging, particularly in a space where many names may sound similar or lack distinctiveness.
**Legal Concerns and Trademark Difficulties**
Legal aspects also play a vital role in the naming procedure. Prior to finalizing a name, companies must perform extensive trademark examinations to confirm that the name is not already in use or protected by another organization. Experts warn that neglecting these legalities could result in expensive rebranding efforts or even legal disputes. Ford’s decision-makers must traverse this intricate landscape to secure a name that is both legally acceptable and market-ready.
**Consumer Input and Insights**
Finally, consumer feedback and testing are crucial parts of the naming process. Experts advise that companies involve potential customers in the naming discussion to gauge responses and preferences. This feedback can yield valuable insights into how the name will be perceived in the marketplace. Ford’s choice to skip this step could result in a disconnect between the vehicle and its intended audience, which could adversely affect sales.
**Closing Thoughts**
The challenges of naming a new vehicle are varied and necessitate careful thought from multiple perspectives. Ford’s recent choice has prompted experts to question the effectiveness of its selected name in addressing cultural sensitivities, brand consistency, market uniqueness, legal challenges, and consumer preferences. As the automotive world continues to progress, the significance of a thoughtfully crafted vehicle name remains critical for success in a competitive environment.