Naming a car with true character

When you hear a product name and immediately recognise the underlying brand, you know you’re witnessing a highly effective naming strategy. That’s how it is with a sports car beginning with the letter ‘E’: it’s a Lotus. It has been so for decades and it was central to Nomen’s brief to create a name for the first new Lotus model since the Elise in 1995. But the strategy’s longevity is a double-edged sword and presents two significant naming challenges. Firstly,…