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What's In a Name? A Lot If You Are GM

For a company that has long struggled to re-make its image with American car buyers, GM sure has a lot of issues with names.

Remember when it went bankrupt and the folks at GM said they'd stop using the GM name in marketing because of its battered reputation?

2010 Chevy Aveo
Getty Images
2010 Chevy Aveo

Now comes word GM is planning to change the name of its compact car - the Chevy Aveo. Apparently, Aveo lacks the connection GM is seeking with buyers.

Are you kidding me?

I suspect there is some marketing consultant or some study showing the Aveo lacks oomph. Hmmmmm. Is it possible the Aveo isn't quite the hit GM would like because the car itself lacks pizazz? Just a thought.

By the way, Aveo sales this year are up 12.1% according to the research firm AutoData. That's better than overall industry sales and more than double the percentage increase in U.S. sales.

Still, GM fixates on a name.

Do they really think a name will dramatically change things? It reminds me of when the company was thinking of putting the GM logo in green instead blue as it was trying to change its image during bankruptcy. Or a few years back when Ford had the idea to kill the Taurus line even though it still had incredible name recognition.

Folks, this isn't rocket science. You want to sell more of a particular model, make that model the best in its class. I guarantee you that if the Aveo was the most incredible compact car in the world, it would have huge sales, regardless of its name.

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