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Chevrolet's new mini will be called "Spark"

2009-11-17

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Chevrolet's all-new mini car launching this autumn will be called Chevrolet Spark. It will be the successor to the well-known and highly successful Matiz (European sales of 1.4 million).

The new name signals a new beginning for Chevrolet in the mini car segment. Spark changes the rules. It is as much about fun and fashion as it is about functionality. It offers style and all the latest in-car entertainment features as well as practicality, low consumption and low emissions. And it's great value for money.

A spark of life, a spark of intuition, an electric spark – in English Spark offers many energetic associations. "Short brand names are crisp, memorable and fit small products," says Germany's brand name research expert, Dr. Werner Steppat. "Whether the English word is understood in other markets or not, the name has a good ring," says Steppat. "It is a youthful, crisp and modern name that – mainly through the vowel 'a' - conveys strength and character. It ends in a 'k' which offers a good "stopping function" which in turn makes it easier to remember," Steppat adds.

While Chevrolet had already used the name in many Central and Eastern European markets, Spark will be newly introduced to all Western European markets. The unique name differentiates the new car and supports the image transfer and emotionalization of the brand. Through this step, Chevrolet moves forward with applying the same model name in the U.S., Asia and Europe: a strategy that creates communication synergies and reenforcements.