The Name "challenger." Is It Good For Marketing?

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#1 Guest_69rdrnr_*

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Posted 04 January 2006 - 06:19 PM

If you were a registered user, you would not be seeing this!

I, like many of you, have gotten very excited about the prospect of this new muscle car coming to a local dealer in the next few years. I was disappointed by the Charger, seeing it as a me-too version of the Chrysler 300. I was also convinced that Dodge was incredibly foolish ignoring the 2dr market that the new 'Tang has come to dominate. I have nothing personal against the Challenger, but I think it's a bad name. Definition alone implies that someone is better. There is the champion and then there is the Challenger. Outside of muscle car and MOPAR enthusiasts, how many people even know what a Challenger is? At least with Charger you can say, "The car from the Dukes of Hazzard." Oh yeah! I would like to see the 'Cuda ressurected under the Dodge name. I think from a marketing standpoint the name projects a certain image, regardless of its heritage. You also have a great built-in 70's rock classic to tap into for your commercials, 'Ooooh Barracuda!". I'll buy one regardless. I like many of you want to see the return of the muscle car and I don't want this to fail because of poor marketing. JUST MY $.02.

#2 Guest_71m07hySm17h_*

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Posted 04 January 2006 - 06:52 PM

I believe it is a rather good name, challenger, like you said means it is challenging something. Is it not challenging the mustang to the 2000+ american muscle car market? The Charger was a disappointment and, in the past, the Challenger was the Charger's little brother. The name is still used a lot and the car still very very adored. The name just adds that certain nostalgia feeling that has been missed by the Charger. Now, had they used a different name I think it would HURT sales, because everyone would be unsure if this was a REAL mopar or just another disappointment. For all intents and purposes, the Challenger is a great name.

This post has been edited by 71m07hySm17h: 04 January 2006 - 06:58 PM

#3 GaryS

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Posted 04 January 2006 - 07:04 PM

Studebaker had a model named Champion and look where it got them.

Names only have a meaning if it's a heritage issue...mostly with enthusiasts. The rest of the public could care less. After all, they buy things called Accuras and Scions and for the life of me, I can't figure out what those names mean.

#4 Guest_71m07hySm17h_*

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Posted 04 January 2006 - 08:09 PM

GaryS, on Jan 4 2006, 07:04 PM, said:

In Japanese it means rice burning pile of plastic.

#5 ptschett

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Posted 04 January 2006 - 09:36 PM

I just hope people don't associate the car's name with the shuttle accident 20 years ago... but I don't think Apollo 11 did much for the Eagle cars, either, so I'm not too worried.

#6 Guest_69rdrnr_*

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Posted 04 January 2006 - 10:45 PM

GaryS, on Jan 4 2006, 06:04 PM, said:

I wasn't trying to imply that Champion would be a good name. Heritage aside, I think the word challenger implies that there is something better. I wouldn't name a car runner-up. I agree that heritage is more of an issue for enthusiasts, but enthusiasts will be the first people to buy these cars. Getting cars out on the street for Joe Public to see is one thing that will help to bring in non-enthusiast buyers. Name is important only in the since that I think people have a pre-conceived notion of how a name fits or describes a car. I'm 35 but I don't remember the muscle car era and what knowledge I have has resulted from personal interest. Alot of people that I know, most of whom are well educated and have the means to drop $35K on a car, don't know many of the names that muscle car enthusiasts take for granted. Car lines that have continued into the "modern" era like the Mustang and relatively recently the Camaro have name recognition with the public at large. How many people today know what a SuperBee is? In my experience very few. Roadrunner is somewhat better. Most people have heard of the GTO, even if its just from the song. Challenger. 30+ years since the last muscle car. Does challenger sound like a muscle car or will people (not enthusiasts, we aren't people) just say, as another post mentioned, "Isn't that the shuttle that exploded?" I think Barracuda offers more from a marketing perspective and has that certain feel that Challenger does not. It brings to mind a certain amount of power and meanness. The song, don't underestimate the power of a song! Cadillac has used that to great effect, it draws one's attention to the commercials. In the end, if the only people who buy this vehicle are MOPAR enthusiasts, it will fail. While that will be helpful to the car collector market in 30 years, it won't satisfy our desire for modern muscle.

As far as Acura and Scion.... For most vehicles I agree that name is relatively unimportant. For performance cars, I think it helps to have a name that is indicative of what you are selling.

#7 Guest_71m07hySm17h_*

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Posted 05 January 2006 - 12:11 AM

What side are you on lol, youre saying that the problem with the name is this and this and this, and then you're saying names are relatively unimportant. I'm probably just getting what you said wrong, but that was confusing

#8 Guest_69rdrnr_*

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Posted 05 January 2006 - 12:41 AM

71m07hySm17h, on Jan 4 2006, 11:11 PM, said:

Relatively unimportant for "most vehicles." You wouldn't buy a Dodge Pansie would ya? Just kidding. I just think for performance vehicles, the name should inform the uninitiated about the type of vehicle. Assuming that the average buyer remembers the Challenger is a dangerous assumption, its been 30 years. Anyway, I will be looking to buy, whatever the name. Maybe even if it was the Pansie!

#9 Bob_Sheaves

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Posted 05 January 2006 - 07:37 AM

If you were a registered user, you would not be seeing this!

69rdrnr, on Jan 4 2006, 06:19 PM, said:

.... You also have a great built-in 70's rock classic to tap into for your commercials, 'Ooooh Barracuda!". ....

Small correction - the song title was "Barracuda" by Heart.

For those that don't know the song....:

So this ain�t the end -
I saw you again today
I had to turn my heart away
Smiled like the sun -
Kisses for real
And tales - it never fails!

You lying so low in the weeds
I bet you gonna ambush me
You�d have me down down down down on my knees
Now wouldn�t you, barracuda?

Back over time we were all
Trying for free
You met the porpoise and me
No right no wrong, selling a song-
A name, whisper game.

If the real thing don�t do the trick
You better make up something quick
You gonna burn burn burn burn it to the wick
Ooooooh, barracuda?

Sell me sell you the porpoise said
Dive down deep down to save my head
You...i think you got the blues too.

All that night and all the next
Swam without looking back
Made for the western pools - silly fools!

If the real thing don�t do the trick
No, you better make up something quick
You gonna burn burn burn burn it to the wick
Ooooooohhhh, barra barracuda.

Ohhhhhhhhhhhh.

Best as always

#10 D0C

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Posted 05 January 2006 - 09:13 AM

This shuttle stuff is is just silly. There is not one person I have spoken to about the Dodge Challenger that responds with "ohhh like the shuttle"

If I tell someone, "yeah I just saw a Challenger on the way in to work today" do you think they will respond "you saw the blown up space shuttle from years ago? How odd!"

The Challenger is a good name and it fits. Just my opinion though

#11 ptschett

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Posted 05 January 2006 - 09:21 AM

D0C, on Jan 5 2006, 08:13 AM, said:

This shuttle stuff is is just silly. There is not one person I have spoken to about the Dodge Challenger that responds with "ohhh like the shuttle"

Well maybe, but it's the first thing that pops into mind when I think of the word "Challenger", and I'm sure I'm not alone. Like I said I don't think it'll have much if any effect.

#12 juma1998

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Posted 05 January 2006 - 09:35 AM

How can everyone be be disappointed in the Charger? Honestly?

Name a GM car that has anywhere as much excitement to it and fun nature? - Minus the Corvette

And DARE i ask name a Phord.... - MINUS the RUSTANG! - We are not getting into the Apples vs Oranges Argument again

Then DARE I ask - Name a Honda or Toyota as exciting or FUN to drive?! HA!

#13 Guest_69rdrnr_*

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Posted 05 January 2006 - 09:39 AM

[quote name='Bob_Sheaves' date='Jan 5 2006, 06:37 AM' post='577492']
Small correction - the song title was "Barracuda" by Heart.

Sorry, I was attempting to quote the last line of the chorus. It's a great song. If you've never heard it, you should check it out. Lyrics aside, the instrumental portion would be very muscle car appropriate. Especially for a car with a retro look.

Quote

If I tell someone, "yeah I just saw a Challenger on the way in to work today" do you think they will respond "you saw the blown up space shuttle from years ago? How odd!"

No I don't think people would say that. That is truly a "silly" statement. I think most of the people I know (not enthusiasts) would look at me blankly. I'm just saying, this for many people will be a new car not a reborn icon. If this car had not existed in the past, would Challenger be a good name? Maybe it is. I'm not advocating a new name either.

#14 GaryS

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Posted 05 January 2006 - 10:02 AM

While I agree the Barracuda would be a better retro design for my tastes and would perhaps have more heritage attraction, I think there would have been another enthusiast firestorm if they called it a Dodge Barracuda. I suspect that subject was thoroughly discussed during brainstorming sessions.

Since Challenger once had the name sullied by hanging it on a rising sun product, there would be less controversy if the concept does not meet the public's expectations or never sees production. The Barracuda name is still pure and waiting on the shelf.

juma1998, on Jan 5 2006, 10:35 AM, said:

How can everyone be be disappointed in the Charger? Honestly?

If it's not what you want...it's easy. I wouldn't want a Case tractor with a Viper engine either, but I'm sure someone would be thrilled with it.

#15 D0C

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Posted 05 January 2006 - 10:48 AM

69rdrnr, on Jan 5 2006, 09:39 AM, said:

you are right - it is a"silly" statement

I have never thought about it as in - "it is the challenger" but more as in "it will challenge anyone"
as in - "bring your car and I will challnge you to a race - no matter who you are"

here is the definition
http://www.m-w.com/d...nary/challenger

5a fits perfectly :)

#16 Chritaka

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Posted 05 January 2006 - 11:18 PM

I agree with DOC and GaryS. It wouldn't be right to call it a Dodge 'Cuda. Though, I would love to see the 'Cuda back in action over the Challenger. As for the name, it's like...is the glass half full or half empty. I veiw Challenger as "Bring it on...I'll challenge anyone!". You don't phrase it as "it's the challenger"...just "Challenger". As far as it not having the name recognition of a Mustang or Camaro, think about it... The 'Cuda and Challenger died in 1974. They are a piece of muscle car history. If your not a muscle car buff, you may well not be familiar with the names. The only reasons you recognize the Camaro and Mustang is those have survived past the muscle car era and were not killed off. It's kind of like resurrecting a dead hero...I love it. I like the fact that DC is taking advantage of Mopar history. I just hate what the did to the Charger, but I think they're trying to rectify that mistake with the Challenger.

#17 BillP2R

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Posted 06 January 2006 - 12:01 AM

Quote

Then DARE I ask - Name a Honda or Toyota as exciting or FUN to drive?

Honda S 2000.

------------------------- Bill

#18 Guest_Zentenk_*

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Posted 06 January 2006 - 09:05 PM

I just see the name of the car as the name of the car, no meaning. I own a '99 Firebird, does that mean my car can fly (leave the ground, cause it does fly ;) )? Is my car going to catch on fire? Why would you change the name? They already designed it off the old Challenger, do you wanna go back in time and change the name of the car back then as well?

#19 Guest_Six Pack Steve_*

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Posted 06 January 2006 - 09:28 PM

who says it can't be 1970 all over again.That being said who the heck knew what one was untill they saw the power and the sharp looks.I think its a very fitting name....just take one look at it and its a Challenger make no mistake about it.All I ask is no independent rear susp!

#20 Guest_69rdrnr_*

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Posted 06 January 2006 - 09:40 PM

Zentenk, on Jan 6 2006, 08:05 PM, said:

Yeah. That's what I want to do. I in no way implied that the name was supposed to be taken literally. Simply stating that I believe people take cues from a name. Firebird certainly has a performance feel to it. While my 4 year old might think that name means the car flies and bursts into flame, I would hope that most people of car buying age would not. As far as a name having no meaning, that is true at some level. However, people in general are superficial and somewhat stupid. An appropriate name can make a huge difference as far as grabbing the attention of potential buyers, especially in the muscle car market. I don't think that the Dodge Slug would sell well versus the Mustang. I doubt a Ford Gelding would have had much success against the 'Cuda. If I could travel back in time, I would not be concerned about changing the name of the Challenger. I would be more interested in procuring a couple of Hemi-Cudas for my retirement. Then I wouldn't have to worry that I might have to drive a '99 Firebird ;)

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