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Commentary & Voices

Vehicle Names from the Past Can Still Resonate


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Automakers have been digging into their archives to bring back vehicle names from the past for fresh versions of the models.

Two such blast-from-the-past names, the Chevrolet Blazer and Ford Ranger, just became available for shopping as new 2019 models on Kelley Blue Book and Autotrader.

Based on a Kelley Blue Book poll of consumers last summer, General Motors and Ford were smart to bring back the old names as they still resonate with consumers.

In the poll of sport-utility names, the Chevrolet Blazer ranked second only to the Ford Bronco in terms of consumers recognizing it was making a return. A new version of the Bronco debuts in 2020.

Which of the following vehicles are returning to the market (select all that apply)? % Count
Ford Bronco 49% 327
Chevrolet Blazer 34% 223
Toyota FJ Cruiser 20% 134
Jeep Grand Wagoneer 20% 133
Dodge Ramcharger 18% 122
GMC Jimmy 11% 75
Mitsubishi Montero 8% 52
Total Votes: 664

In a similar poll on pickup trucks, the Ford Ranger topped the list of vehicles consumers recognized as making a comeback. The Dodge/Ram Dakota was second. Fiat Chrysler is bringing back a midsize truck under the Ram brand though it has not yet announced the name. Dakota might be a good choice. 

Which of the following vehicles are returning to the market (select all that apply)? % Count
Ford Ranger 38% 240
Dodge/Ram Dakota 33% 210
Chevrolet S-10 19% 117
Toyota T100 13% 80
Jeep Scrambler 12% 74
GMC Sonoma 7% 47
Mazda B3000 6% 38
GMC Cyclone 5% 33
Mitsubishi Raider 5% 29
Isuzu Hombre 4% 27
Total Votes: 632


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