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Nissan Leaf Wins Name Game

Not dirty, sexy, or violent, brand is 'a minor miracle'

By Nick McMaster,  Newser Staff

Posted Oct 30, 2009 5:40 PM CDT

(Newser) – Nissan already had its work cut out in designing a hybrid—whatever it made had to measure up to Toyota’s hugely successful Prius. Then it needed a name, which came at the end of a process blending business, culture, and the law. Possibilities must be cleared in hundreds of countries, not only for copyright restrictions but for potential unintended hilarity: see Mazda’s “Bongo Friendee” van and Daihatsu’s “Naked” minicar. The result is the green-sounding Leaf.

The availability of a suitable name was "a minor miracle," a Nissan exec tells Bloomberg. "We go through a vetting process to avoid words that have negative connotations or links to sex and violence." An analyst says of the car, which rolls out in the US, Europe, and Japan next year: "Nissan is staking its future on the Leaf, and its name must match up with consumers’ needs and their subconscious."

Nissan CEO Carlos Ghosn, left, introduces the new electronic Leaf to Kanagawa Gov. Shigefumi Matsuzawa, Yokohama Mayor Hiroshi Nakada, and former Japanese PM Junichiro Koizumi, Aug. 2, 2009.
Nissan CEO Carlos Ghosn, left, introduces the new electronic Leaf to Kanagawa Gov. Shigefumi Matsuzawa, Yokohama Mayor Hiroshi Nakada, and former Japanese PM Junichiro Koizumi, Aug. 2, 2009.   (AP Photo/Itsuo Inouye)
Nissan's new electronic vehicle, the Leaf, on display at the company's new headquarters in Yokohama, Aug. 2, 2009.
Nissan's new electronic vehicle, the Leaf, on display at the company's new headquarters in Yokohama, Aug. 2, 2009.   (AP Photo/Itsuo Inouye)
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COMMENTS
Showing 3 of 14 comments
newsrmandan
Nov 2, 2009 7:03 AM CST
Why wont' ford take their GT40 body and but an electric motor in it? They could call it the GT-40E. Problem with these e-cars is that they make them look like something I would buy only for my grandma and her friends. Make a car with some sex built into it and you might see this e- car take off. Problem is everyone is trying to be too practical. Give me something to collect that will stand along side any 60's era muscle car.
NxBigmouthery
Oct 31, 2009 8:42 AM CDT
Mitsubishi once called a 4WD 'pajero' or 'wanker'. They also allegedly called the big brother to the Colt the Starion instead of the Stallion due to a pronunciation error. Sounds apocryphal but even Snopes has it as undetermined.
riffran
Oct 31, 2009 4:37 AM CDT
@joeQ...AND cochise...rofl...alright you two..."yall" win the pun war :)

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