Jan 19: What's in a name?

What's in a name? Obviously, if you are Fiat Chrysler (FCA), not a whole lot. Last week, to relatively great anticipation, FCA took the wraps off a redesign of one of their major bread winners, the brand new Pacifica. The what? Where did that name come from? If you have any sort of car memory, you'll recall the Pacifica of the early 2000's........

......an interesting lump of a vehicle, which might have been the first crossover. A bit underpowered for its size, it was a good mix of station wagon (there's that awful word again) and sport ute. Sold for about five years, then dropped as its novelty wore off. I don't think people look back with a tear in their eye, when they remember its passing.

So FCA's new Pacifica is unveiled..........

.......and it is a stunner, at least for a van. All new and very stylish. But about that name. This van is essentially the new Chrysler Town & Country, a mainstay of the US van market for many years. Want them cheap or want them expensive, the T & C had all the bases covered. And the Town & Country name had been around since almost before the beginning of time. How long?

 

From way back in 1941. Chrysler put the T&C name on a line of cars featuring a coupe, a convertible, a sedan and this sort of, station wagon. The hook was the real wood paneling along the side. From there the name headed to Chrysler station wagons, whether they were the big full sized ones, or the intermediates or eventually the K car derivative. And when Chrysler would get their own version of the Dodge Grand Caravan, that van would bear this famous moniker. All through this time, Chrysler never let us forget their heritage........

And why should they? This name was synonymous with Chrysler's history of fine automobiles (at least in their eyes). Nothing like heritage. Can you think of any other car name that has stood this test of time? If there is one, it escapes me for the moment.

So now, they drop the very familiar Town & Country designation for a new van name that, came from a very inauspicious crossover. I just don't get it. If it is all that new (and it is), then use a better name. Call it the Chrysler Ram and tell people that it is a truck. That'll sure light those sales fires. But Pacifica?

Automotive history is strewn with great vehicle names that were dropped, because someone had a better idea. Usually one that shriveled on the vine. Remember the Acura Legend? It was replaced by the RL, never again to achieve strong sales.

So what's in a name? Good question and one to which Chrysler thinks they have the answer. We'll see.

Until next time.......