On April 8, Chery OMODA 5 Chinese was officially released, called "Ou Mengda", this name, obviously in line with the current brain hole naming method, but at this time in the automotive market, this naming method has also begun to roll in, an obvious phenomenon is that the popularity of Chery Omoda is far less than the original Haval dog. For a new car, naming is a big thing, but the trend of this strange naming is getting more and more intense, and users feel tired of watching, but car companies are still happy to do it.
From the name of the play, we can also see that Ou Mengda is not "very Chery", which allows us to see the changes in Chery, and this car from design to marketing, Chery has adopted a different way of playing than before, the purpose is to hope to bring surprises to consumers, especially young consumers, the original intention is good, the idea is also good, but in the end whether it can win the consumer's opinion, it depends on the "creation" of this car, but today we do not talk about anything else, just from the perspective of naming to talk about Chery Ou Mengda.
However, before talking about this car, let's first look at the naming "evolution history" of domestic cars, just like the design of the car, following the trend is a common trend, when an influential brand has formulated a new trend rule, often everyone will flock to it, and the car naming also has a similar situation, according to the domestic market, there are basically three generations of evolutionary history.
First of all, the era of rules formulated by overseas veteran car manufacturers, we right and call it the era of car naming 1.0, the naming characteristics of cars in this era are mostly in the form of letters, numbers or letters + numbers, such as Mercedes-Benz C/E/S class, BMW 3/5/7 series, Audi A4/6/8 and so on;
There are also some transliterated names, such as Corolla, Civic, Prado, etc., with such "predecessors" as examples.
Later Chinese brands have also followed suit, such as the Haval SUV series, which first adopted the letter H+ (1-9) numbers.
Chery's SUVs are mostly named with single digits, as well as Geely's "Yue" character generation, "Rui" character series and so on. It can be seen that in the era of car naming 1.0, the name of the model is still relatively regular.
In the era of car naming 2.0, the connection between cars and the Internet has become close, and the naming method has also begun to "learn from" the mobile phone field, and suffixes such as PLUS, PRO, AND MAX have appeared, such as Changan CS75PLUS, Geely Boyue PRO, Roewe RX5 MAX, etc.
At the same time, there are also coupe, S, X, EVO and other more "traditional" suffixes, such as Trumpchi GS4 Coupe, Xingyue S, Haval F7x, Dongfeng Fengxing T5 EVO, etc., it can be seen that at this time, Chinese brands have broken or partially broken the rules set by established car manufacturers in the way of model naming, and began to be maverick.
In today's era of car naming 3.0, car companies are completely self-released, this wave began with Chinese brands, after receiving "miracle effects" to fully revitalize the entire automobile market, even overseas brands also danced, such as Haval dog, tank 300, Euler cat, BYD dolphin, BYD destroyer, King Kong gun, Citroën Versailles C5 X and so on.
In short, such a name seems to be easier for people to remember; of course, some people will also feel that such a name is too "rustic", and there may be a market in China, but it may not be able to get it internationally.
In the 1.0 era, car naming is more inclined to family, concise and regular, and with a certain brand attribute; in the 2.0 era, car names become more and more complex, and with the continuous increase of new models, the name is more and more difficult to remember, so that even some professional automotive media, will not be able to fresh car names; in the 3.0 era, because car companies prefer to use some things that are often inside and outside to name, although at the beginning may feel uncomfortable, but after the actual call, it is easier to remember. The most typical, such as the Haval dog, the name is really not very "elegant", but now that it is used to calling, it is easy to remember.
Moreover, the original Great Wall Motors used the name to make several waves of fancy operations, but also the network name, but also the netizen vote, although there is a suspicion of show, but it did win the recognition of consumers, and many potential car owners also have a sense of participation, and even a sense of achievement, but also laid the foundation for them to buy a car in the future. Later, fancy naming became popular in China, and many brands followed suit, so that some people joked that the Chinese auto market entered the "zoo", "café", "oceanarium", "armory"...
However, we also need to see that some successful name marketing is not just a simple naming law, but the result of a variety of channels working together, at present, the naming storm is still staged in China, the future or will continue, but if you can not grasp its essence, just blindly follow the trend, in the end I am afraid that it will end up with a joke.
Many elderly people who are older will also remember the original name of the newly added children in the family, like to use a common name, or even a lowly name, this phenomenon is not "privacy" in the history of the mainland, more typical, such as Cao Cao, the tangtang generation of tyrants, nicknamed Ah Qi, called strange and cute; moreover, Cao Cao also has another nickname, called Jili... Cao Cao was not from a humble origin, and he also called such a nickname, so the flat-headed people were even more "able to get their hands on it", what dog leftovers, two dogs, rotten eggs and the like, all came, according to the old saying, it was to feed well.
At present, this wave of "strange naming style" in the automotive industry seems to have the "legacy wind" of naming children in ancient times, as if there is such a name, the car will be easy to sell, but whether it will really work, it is not known. In many cases, it may be that for the decision-making level of car companies, this kind of name is very in line with their preferences, feel different, and have the potential to become popular, but it is the bitter execution layer, in addition to racking their brains to think of names, preemptively registering trademarks, but also have to make a set of marketing programs that make strange names and models and brands combine in an orderly manner. This drives people crazy because not everyone can "have an epiphany" all the time.
Therefore, behind this wave of strange naming trends, some people have begun to worry, because China's automobile industry has entered the stage driven by technological innovation and system capabilities after decades of development, but this wave of abnormal naming phenomenon of "abandoning brand order for the sake of eyeballs" seems to have pulled people to the stage of "sensationalism" when Chinese brands first started in previous years. Of course, some people feel that this concern is completely unnecessary, after all, this strange naming is indeed easy to get out of the circle, it is easy to trigger the discussion of netizens who pay attention, with these, it is necessary for the "warm-up" before the new car is listed.
Having said so much, around such a big circle, we come back to see Chery OMODA 5 Ou Mengda, which is obviously a follow-up work, and its essential idea is to let the new car quickly go out of the circle, increase the degree of topic, win traffic, attract the attention of personalized consumer groups, and expand the marketing effect at a smaller cost in a short period of time. But we also need to see that nowadays there are more and more models of this naming, everyone is holding the same idea, perhaps at the beginning the cost of consumer memory is very low, it is easy to get out of the circle, but now this kind of strange car name has been too many for consumers to remember. The brand communication chain and consumer notification chain of car companies for models will increase as a result, which will inevitably lead to an increase in communication costs, which is a burden on manufacturers.
In fact, the name Chery OMODA 5 originally has a good meaning, the word OMODA comes from the Latin root, where "O" means brand new, "MODA" means fashion trend. And the name is said to have been voted on from more than 10,000 naming proposals in more than 30 countries around the world. In pronunciation, "ou three sounds, mou one sound, da soft", it is very exotic to pronounce, and this feeling does not seem to be conveyed by the Chinese name of "Ou Mengda". However, now that the wood has become a boat, Chery Ou Mengda should be accompanied by a wave of marketing output, as to whether it can achieve the expected effect, it remains to be seen.
Although the current wave of strange naming is fresh and interesting, it seems that it is not conducive to establishing an effective brand definition, not to mention that a large part of the jump-off naming has not matched the product itself and potential consumers, which is not a short-term phenomenon, it is difficult to say now, but it seems to be unfavorable to brand development. Chery Ou Mengda's intention this time is that Chery wants to break through the image of the past too "technical house", but too much force may not necessarily receive the corresponding effect. So, all we can say is, good luck to Chirio Omanda.