Commentary & Voices
Vehicle Names from the Past Can Still Resonate
Thursday January 17, 2019
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 |