CONCERNING MAKE NAMES.
Page 25
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Is it Good Policy for a Manufacturer to Call His Private and Commercial Chassis by the Same Name.
By n
AGREAT deal of good would come from a frank discussion at this stage of the question whether a motor vehicle manufacturer who turns out both private and commercial chassis is doing a wibe thing if he sends them into the world bearing the same name. There have been talks and arguments about most things connected with the marketing of British cars, but this particular point seems to have been overlooked entirely, although it is really of the greatest importance to makers and agents alike. Of course, a name does not affect a vehicle's performance one jot, but it does affect its selling ; at least, I think so.
Until recent years this aspect of motor trading probably deserved no consideration. The number of British firms who were producing the two classes of chassis from the same factory was very small. The tendency was to specialize in one or the other, although there were notable exceptions to this rule. But, in later times, the current has set in the opposite direction, and, if one may attempt to read the future, it will gather strength rather than weaken. We have one specially noticeable instance of a concern long identified with high-grade commercial vehicles producing, since the war, a touring car of the superfine type ; another, of a maker whose name was originally made with a touring car, which was subsequently practically dropped in favour of goods and public-service chase's, and who has since gone in for the old line of business again ; and it is well known that many makers of small and medium-sized cars are not above fitting their chassis with van bodies, even if they are not actually intending to put special vehicles on the market, to eater for the small delivery vehicle trade. Therefore, the position has changed completely, and now merits full discussion.
I well recollect a remark made to me by a customer . many years ago, when there was practically only one make of taxi on the streets. We were weighing up the pros and cons, of various touring cars, and in the course of conversation I suggested this make as suitable for his purpose. "Oh I they're the taxicab people, are they not?" he said. " I don't think I'd care to have one of those cars." And this, mind you, was when cars in general had by no means earned such a good name for reliability as they have since, and when the wonderful service given by that particular make in public use was really about the finest testimonial to its qualities that anyone could wish for. This motorist was, no doubt, an exception then, but his comment stuck in ray mind, and I have since found much evidence to make me think that private people are inclined to fight shy of names that are identified with trade. It is, I suppose, attributable to some reason which an expert in psychology could explain— that is, if I am right in thinking that this reluotance to mix commercial with personal wants does exist. In any event, it is very desirable that we should get at the truth, and there seems to be no way of doing this save by debate ; for, in the end, the case must be decided on circumstantial evidence alone, tangible evidence being impossible to obtain.
Assuming that there is something in ray theory, it must still be admitted that a manufacturer who has achieved fame with a touring car, and who wishes to enter the goods vehicle field ; or one who has won his laurels with a commercial chassis and hopes to conquer fresh worlds with a. tourer, is between the Devil and the deep sea. The name whieh he has so carefully brought to honour and esteem will, if branded on his latest effort, at Onee let the public knoVe that it is backed by a concern of experience and etanding. The public can take its parentage as authentic, and has only to judge the product for itself. Possibly hundreds of thousands of pounds have been spent on advertising that name, until it has become a household word. Would it not be. foolish of the manufacturer to discard the value attaching to it, and to launch his other chassis under a quite neknown name? Or would he not ultimately reap a greater benefit by so doing ? These are hard• questions to answer—nevertheless, they sliotad be answered, for on the issue may rest the future prosperity. of the manufacturer and his agents: When the matter is looked into, I fancy it will be found that touring cars suffer more from the sales point of view (always, and only from the sales point of view, remember, for intrinsically a chassis is as excellent as it is, Whatever name it may bear) by being directly coupled through the name-plate with trade vehicles, than the latter suffer by being associated with touring cars. This is some proof that the whole question is purely psychological. The business man, investing his money for business purposes, may even be attracted towaids a name that has, to his knowledge, a fine reputation amongst his personal friends who are private motorists ; whilst the only objection that a private person can have to a name that stands high in the opinion of commercial users is that he does not care for his personal car to be connected by his friends with trade in any of its forms. Arguing along these lines, it follows that if a maker is launching a tourer for the first time, the use of the oldestablished name has only a temporary value in making his new product :mown quickly, and mai afterwards acquire almost a minus value; whiles if it is a commercial chassis that he is putting on the market, such success ae the original name gives it may eventually tend to depreciate its value as applied to touring cars.
It will be seen that I take the " against " side, and I sincerely hope that the " bra" will find champions to state where they consider my contentions ,are wrong. But, because criticism is very poor stuff unless accompanied by constructive proposals, I wish, before concluding my case, to put forward an idea, which should enable a maker placed in the dilemma with which we have been dealing, to keep his two types of chassis apart in the publie's mind without discarding the goodwill belonging to his make name. In almost every instance, A little thought should, suggest another name, which, although perhaps different horn the original brand, would easily be associated with it by the public. This association could be assisted by judicious advertising. Thus, taking an'inlaginary commercial chassis called the London, its younger brother destined for private service might be called the Home County ; or we might have the Roland and the Oliver. One has to avoid realities irk handling a general subject like this, but I do not hesitate to say that the manufacturer who could not menage to hit on. a name to match with the one he has hitherto employed must sadly lack imagination. .