It isn’t widely known that the AA was founded as a contingent of cyclists.

In March 1905, Mr. Walter Gibbons wrote to Autocar magazine proposing the formation of a Motorists’ Association for the Prevention of Police Traps. Two other motorists replied saying that the Brighton road was already patrolled by cyclists to warn motorists of police traps. Bare in mind that in the early years of cycling, there was much antagonism from the Police towards cyclists.

Early AA cycle scouts used their own bicycles, for which they were paid an allowance. Before the introduction of uniforms in 1909, the scouts had to provide their own clothing too. By 1909, AA cycle scouts were operating all over the country, including Scotland. By 1912 there were 950. The motorcycle patrols, known as Road Service Outfits or ‘RSOs’, weren’t created until 1919.

 

Always Ahead Positioning: October 1921

The Association made arrangements whereby members, unfamiliar with the roads and traffic conditions of London, can be met at any point and piloted through London or to any destination.

The men employed in this work had to pass a special examination in the topography, geography, and traffic conditions of the Metropolis and be fully acquainted with all the shopping centres and points of interest in London. The pilots (who do not wear uniforms) accompany members to their destination but are not allowed to drive cars.

The AA is ALWAYS AHEAD.

By 1923 there were 274 AA motorbike patrols but still 376 cyclists.

 

The Scout’s Red & White Badge

Scouts were supplied with a yellow armband with the letters AA on it to be worn on the left arm above the elbow.

They were also supplied with a reversible red and white circular metal disc badge with a leather strap which was buttoned to the front of the scout’s coat near the neck. The badge carried the AA sign together with the scout’s number and would be shown to all passing drivers, not just AA members.

The white side of the badge (and a military salute) – I am here if you want me The red side of the badge (and a military salute) – please drive more carefully The red side of the badge, held in the right hand above the head – please stop.

AA members would be recognised by their membership badges on their motor cars, and thus the scout would be able to provide them with information and assistance if required.

 

The Evolution of the Logo/Badge

Precise details of the earliest AA car badges have not survived. We know that they were issued in April 1906, and were of a uniform pattern. The first two or three hundred were likely made only in brass.

Quite soon, ‘white metal’ (nickel-plated) versions became available, though how many is not known. The obverse carried a serial number on the shank. As this increased to five digits and more it was impressed around the top of the circle. There was also a facsimile of Stenson Cooke’s signature – large to start with, eventually made smaller, with the word ‘secretary’ added.

The reverse of the first badges was plain. Soon the telephone number and telegraphic address appeared.

In November 1907, a smaller version of the AA badge was made for motorcycles. During the First World War, motorcycle badges were given coloured heart-shaped tokens indicating membership expiry dates.

The Motor Union car badge was first issued in 1907 (originally without wings).

After amalgamation with the Motor Union, a combined badge was designed in 1911 incorporating the M and wings from the body’s emblem with the intertwined AA. It was the standard pattern for the next half century, varying only in size, type of metal and method of fixing.

From about 1925 onwards brass badges gave way almost entirely to nickel or chromium finish. During the 1930s the wings were made straighter and pinions were given greater definition.

A combined AA and MU motorcycle badge with a subscription renewal ‘token’, 1915 to 1916 only.

From 1907 to 1967, members of the AA Committee displayed the original circular badge surmounted by a pennant.

The short-lived pentagonal light car badge, for two- or three-seater cars up to 11.9 horsepower, 1914 to 1920.

Industrial or commercial vehicle section badge, brass with red background, 1911 to around 1930.

Industrial or commercial vehicle section badge, around 1930 to 1967. It was made in chrome with an attractive basket-weave design.

The Chromium motorcycle badge was first issued in 1929 and replaced around 1952.

Small car radiator badge, from 1930 to 1939.

In 1945 the shape was made more compact with a convex dome, and this design lasted until 1967.

The dome badge was replaced in 1967 with a large chrome and yellow rectangular plaque.

 

Recent Advancements in Identity & Advertising

The brand’s refresh – The new AA logo is a subtle transformation of the previous design. Rather than tearing up the rulebook, the edges have been smoothed and angles gently exaggerated. The lettering informed the creation of a new typeface, AA Sans. The fundamentals of the palette have remained the same, but with a deeper shade of black, helping the yellow to pop more.

The AA has recently launched several campaigns under the marketing campaign of It’s OK. I’m with the AA!

The common theme for the campaign is that everything is ok when you’re with the AA. The feeling of unshakeable, optimistic confidence that when you’ve got the AA on your side, no matter what happens in your driving world.

 

The Adverts in the marketing campaign covered scenarios such as:

  • A man who has put petrol into his diesel vehicle
  • A driving school pupil driving towards a swirling enormous vortex
  • Father and son looking at a new car when a meteor crushes it

Some of the real scenarios that stayed on the cutting room floor were:

  • Help! My car has a nut allergy: AA patrol Andy Smith from Basingstoke attended a car with a loss of power but no obvious fault. Spotting an air pipe collapsing while the engine was being revved, he took the air intake off and discovered it was rammed with a squirrel’s secret acorn stash.
  • AA patrol earns his wings: Northwest AA patrol gets an airline pilot to his 400 waiting passengers just before the plane was scheduled to take off. Patrolman Tony Rich attended an unusual breakdown near Manchester, where the priority for once, wasn’t to get the member’s car going but to get the member going – straight to the airport runway.

 

A Few Classic AA Adverts

 

Did You Find This Article Interesting?

If you found this article interesting, you might be interested in reading our other brand focus article: ‘Esso Brand Campaign Focus: Put A Tiger In Your Tank’!

 

WDA Are Here To Help!

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

There are many Electric Vehicles that went on to revolutionise the automotive industry. However, for every success story, there are examples of ambitious EV projects that never reached their full potential, or in some cases never even made it to market.

We’ve already looked at the ‘Vintage EVs That Time Forgot’, so let’s jump ahead to the present day and explore some of the EV projects in recent history that either proved to be complete failures or never even made it to market at all.

 

The Electric Ford Focus

The Electric Ford Focus was introduced in 2011 and initially generated a lot of excitement. Ford is one of the automotive industry giants, and the Focus is one of the most popular cars of all time – so the electric variant was guaranteed to be a massive success, right? The Focus EV was Ford’s answer to the Nissan Leaf, with a 23kWh battery that was later upgraded to a 33kWh. The Focus EV was launched in the US in 2011 and arrived in the UK two years later in 2013, looking almost exactly the same as a regular Focus. The EV Focus remained on sale in Europe until 2017 with incredibly low sales numbers, in 2016 only 61 were sold in total. Whilst a total of 24 were registered in the UK, they were all in Ford dealerships and no one actually bought one.

So, why did it fail? Mainly due to it costing substantially more than any of its rivals at the launch price of £28,500, not bad value for a similar-sized EV these days but back in 2013/2014 you could get a Nissan Leaf for around £16,000. You also didn’t get much for the additional cost, the Focus EV had a realistic range of around 76 miles, compared to 84 miles for the Leaf.

 

The Lightning GT

The Lightning GT was one of the first completely electric sports cars to show off the capabilities and design strengths of EVs compared to traditional ICE cars. The Lightning Car Company, a London-based maker, had been working on the Lightning GT for years, with the official unveiling taking place at the 2008 British International Motor Show. It was an instant hit with performance specifications that even compared well to the EVs of today with years of technological advancements, it would reach a top speed of 185mph, a 0-60mph time of less than four seconds and a range of 200 miles.

However, due to unforeseen circumstances, the car never made it to production and only 2 exist today with 1 of them living in the British Motor Museum. We don’t like calling it a failure as had it gone on sale it was almost guaranteed to sell impressive numbers. There were reports that the Lightning Car Company didn’t raise enough investment to make the project a reality.

 

Apple’s ‘Project Titan’

The Apple EV project has been highly anticipated for the last decade or so, with reports suggesting that work on the car started in 2014 under the codename ‘Project Titan’. There were reportedly more than 1,000 automotive experts and engineers developing an electric vehicle with self-driving capabilities at a secret location near the company’s Cupertino headquarters.

In June 2017, Apple CEO Tim Cook seemingly confirmed the rumours by speaking publicly about Apple’s work on autonomous driving software:

“We’re focusing on autonomous systems. It’s a core technology that we view as very important. We sort of see it as the mother of all AI projects. It’s probably one of the most difficult AI projects actually to work on.”

In February 2024, reports suggested that Apple had officially pulled the plug and will be abandoning the most ambitious project in the company’s history. It is rumoured that Apple notified the 2,000 employees working on the project that many of the employees will be shifted to the artificial intelligence division and will focus on generative AI projects.

Apple has yet to make any official announcement so the future of ‘Project Titan’ is still unknown. We have also never seen anything official from Apple about the vehicle, so any images you see online (like the one above) are purely concepts, we hope that Apple takes a page from Dyson’s book and shows the world what could have been – more on that below!

The Dyson EV

Back in 2017, Dyson also announced that it had been secretly working on a “radical and different” electric car and that they were aiming for a launch in 2020. In October 2019, two years and half a billion pounds later, Dyson released this update that announced they were cancelling all work on the project.

Unlike Apple, Dyson has been much less secretive about their EV project, even dedicating a section of their website to it here. Their vehicle was to be unique using only their own manufactured parts. They designed a platform that allowed other body styles in the future to sit on it, the first body style was going to be an SUV that was exactly 5 metres long with massive 24-inch wheels. The interior was unique, the seats were very different to traditional seats and 100% of the controls were located on the steering wheel.

In the end, the project became too expensive and Dyson realised that the car was no longer going to be commercially viable. Part of the problem, according to Sir James Dyson, was that existing car makers could sell electric cars at a loss and offset it with their profits from selling traditional cars, effectively pricing the Dyson car out of the market.

 

Did You Find This Article Interesting?

If you found this article interesting, you might be interested in reading about the ‘Vintage EVs That Time Forgot’!

 

WDA Are Here To Help!

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

 

 

The “Put a Tiger in Your Tank” campaign was an iconic advertising slogan used by Esso (now owned by ExxonMobil) in the 1960s. The campaign featured a series of commercials and print advertisements depicting a tiger symbolising energy, power, and performance, with the message that using Esso fuel would provide consumers with added power and performance for their vehicles.

 

 

The campaign was highly successful and became one of the most memorable advertising campaigns of its time. The imagery of the tiger became strongly associated with Esso, and the slogan entered popular culture as a symbol of energy and vitality. While the campaign itself may not be actively running today, it remains a classic example of effective marketing and branding, and the slogan is still recognised by many people even decades later.

Television Commercials

The TV commercials typically feature a combination of live-action footage and animation. They often showed ordinary people experiencing a boost of energy and power after using Esso fuel, symbolised by the appearance of a tiger. These commercials emphasised the idea that using Esso fuel would make your car run more efficiently and powerfully.

Print Advertisements

The print advertisements for the campaign featured bold visuals of tigers alongside the slogan “Put a Tiger in Your Tank.” These ads appeared in newspapers, magazines, and billboards, reinforcing the message of increased power and performance associated with using Esso fuel.

Promotional Materials

Esso also distributed various promotional materials featuring the tiger mascot and the campaign slogan. These materials could include stickers, posters, and other merchandise designed to further promote the campaign and the brand.

Tango The Tiger

Britain’s oldest tiger, who featured in the iconic Esso fuel adverts, passed away at the age of 22 in 2016. Tango was made famous when he was one of seven tigers featured in Esso’s ‘put a tiger in your tank’ adverts in the 1990s.

Did you know? The Exxon Mobil Corporation was instrumental in establishing the Save The Tiger Fund in 1995. Today, Exxon Mobil Corporation contributes $1 million a year to help conserve Asia’s remaining wild tigers.

 

Did You Find This Article Interesting?

If you found this article interesting, you might want to read our ‘The Strongest Automotive Brand Identities‘ article!

In the fast-paced automotive industry, the strength of a brand’s identity can make all the difference. From pure-electric to luxury and comfort, to adrenaline-pumping supercars – each giant in the industry has carefully crafted their identity. Every car manufacturer is working hard to appeal to different target demographics, so how do their brand identities differ as a result? Find out more by clicking here!

 

WDA Are Here To Help!

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

In the fast-paced automotive industry, the strength of a brand’s identity can make all the difference. From pure-electric to luxury and comfort, to adrenaline-pumping supercars – each giant in the industry has carefully crafted their identity.

In this blog, we will explore some of the strongest brand identities and dissect their positioning, learn about the stories behind their logos and uncover the road map laid out for their image. Every car manufacturer is working hard to appeal to different target demographics, so how do their brand identities differ as a result?

 

Electric Vehicle Manufacturers

Electric Vehicle’s (EVs) are rewriting the rules in the automotive world. Whilst the reliance on Internal Combustion Engines (ICE) is getting smaller and smaller, EV manufacturers are leading the charge in sustainability and cutting-edge technology with their vehicles. A focus on zero-emissions and advanced electric technology sets them apart – until the 2035 ban on ICE vehicles comes into play at least. Let’s take a look at the unique brand positioning of some of the biggest EV manufacturers.

 

Tesla

We will start with the obvious example, Tesla. They are the giants in the EV world. Tesla’s mission to “accelerate the world’s transition to sustainable energy” is always front and centre and aligns with its overall goal of a zero-emissions future. Tesla’s branding targets the environmentally conscious, those who choose a Tesla feel like they are contributing to a green, sustainable future.

Tesla has a massive advantage due to Elon Musk being the CEO, at the time of writing this article, he has 172.5 million X followers who he makes sure are always kept up-to-date with his thoughts, opinions and replies – often related to Tesla. Such openness shows approachability and authenticity.

Tesla’s branding strategy is a unique one, up until last year they famously spent nothing on advertising with Elon preferring to let the product speak for itself and live or die naturally. However, in a much-publicised U-turn in 2023, Elon announced that Tesla would try a little advertising and see how it goes. This started with a relatively small foray into Google Ads.

Looking at the overall brand at face value, it’s clean, modern and edgy – making it very attractive to a younger demographic. The logo itself stays on brand with a nod to the cross-section of an electric motor, a crucial aspect of their products. The brand as a whole has a futuristic feel to it, serving as a reminder of their focus on building a better tomorrow.

 

Polestar

Polestar has only been a brand in its own right since 2017, but since then has become a well-known name. Branching off from Volvo, their parent company, has allowed Polestar to express its sleek, minimalist and modern personality. Polestar is growing rapidly in the EV market due to their strong brand and innovative cars, their biggest challenge however, will be whether they can stand out next to Tesla and the other manufacturers that are now directing their focus towards Electric.

The name Polestar has a meaning in itself. In Swedish, the North Star is referred to as Polstjärnan with the literal translation meaning “Pole Star”. The North Star is a symbol of guidance and a fitting metaphor for the company that acts as the forerunner for the Volvo Car Group.

Polestar follows three design principles for all of its products:

  • Pure; product minimalism
  • Progressive; scientific innovation
  • Performance; uncompromised and athletic

There is a pure minimalism in the typography and colour scheme. The progressive and scientific outlook is evident in the attitude towards everything from architecture to the precision in the star symbol. The uncompromised performance is not only related to how the cars behave but is also visible in the attention to detail and determination to constantly deliver something new and better.

 

Supercar Manufacturers

In the realm of Supercars, the sights are set on automotive supremacy. It is well known that Supercars come with a hefty price tag, so the brand identities generally cater to the wealthy and promote the idea of exclusivity. Unlike the mainstream or EV manufacturers, Supercar Manufacturers distinguish themselves through top-notch performance, precision and head-turning designs. Let’s take a look at a couple of examples.

 

Ferrari

Ferrari has a brand identity that stands out as the perfect example of how a supercar manufacturer can differentiate themselves. Ferrari prides itself on being the pinnacle of automotive excellence, defining their brand as ‘Italian excellence that makes the world dream’.

Many car brands incorporate animals into their logos, Jaguar and Peugeot for example, but none are as iconic as Ferrari’s prancing horse. The Ferrari logo is a powerful symbol with deep roots in the company’s history and values. Derived from the personal emblem of World War I pilot Francesco Baracca, the prancing horse is a symbol that represents power, speed, an unwavering spirit and elegance – the core roots of the Ferrari brand.

Two colours are well associated with the Ferrari brand, “Giallo Modena” yellow and “Rosso Corsa” red. Giallo Modena is most notably used in the background of the Ferrari logo. It is a tribute to the city of Modena in Italy, where Ferrari was founded. Rosso Corsa is a vibrant red colour that symbolises Ferrari’s racing heritage. Adopted from Italy’s national racing colour, this bold and energetic red contributes to the brand’s distinctive identity

Ferrari is also not afraid to capitalise on its popularity, often stepping out of their comfort zone and trying things that other car brands could only dream of. Ferrari World is the perfect example – with the help of Aldar Properties, the first Ferrari Theme Park was opened in Abu Dhabi on November 4th 2010. Located on Yas Island, Ferrari World is the largest indoor theme park in the world with a 200,000 square-metre roof. It also holds the record for the fastest roller coaster in the world, the Formula Rosso. Overall, Ferrari World is one massive advertisement and serves as a reminder of how strong Ferrari’s brand has become.

 

Lamborghini

Lamborghini is another strong example of a supercar manufacturer that does an excellent job of differentiating their brand. Like Ferrari, Lamborghini focuses on exclusivity with their products, making only limited numbers of high-performance cars to create a sense of prestige. Their bold and futuristic designs, coupled with cutting-edge technology, prioritise an exhilarating driving experience.

Lamborghini’s logo and colours are reflective of the brand’s personality. The logo features a charging bull representing power, strength, and a fighting spirit. Known as the “Raging Bull”, it pays homage to Lamborghini’s founder, Ferruccio Lamborghini. The raging bull aligns with the brand’s commitment to powerful and robust vehicles. As for the colours, Lamborghini’s iconic yellow and black palette signifies energy and pure power. Yellow in particular, is bold and attention-grabbing, reflecting the brand’s vibrant personality and catching the eye of those who crave excitement and luxury on the road.

Whilst the Ferrari and Lamborghini brand identities are very similar, they differ significantly in one important aspect. Ferrari focuses on its rich racing heritage and sophistication, whilst Lamborghini focuses on strength and a fighting spirit. Ferrari and Lamborghini do showcase distinct characteristics, but the prioritisation of high performance and exclusivity is present in both brand identities.

 

Luxury & Comfort Manufacturers

In the world of luxury automobiles, manufacturers create a unique brand identity focused on sophistication and a refined driving experience. Unlike Supercars or EVs, these brands prioritise comfort and elegance over high-performance or eco-conscious features. They aim to cater to those who seek more than just transportation – they want a blend of luxury, advanced technology, and a superior driving experience. Let’s take a look at a couple of examples.

 

Mercedes-Benz

When it comes to luxury and comfort, Mercedes stands out – a brand renowned for sophistication and cutting-edge technology. The brand places a strong emphasis on technological innovation, consistently introducing advanced features and cutting-edge driving assistance systems. This focus on innovation sets Mercedes apart by often being the first to adopt the latest technology into their cars. The design language of a Mercedes vehicle is synonymous with elegance and timeless style. The iconic three-pointed star emblem evokes a sense of prestige, and the sleek lines of their cars reflect a commitment to excellence.

Mercedes goes beyond the standard driving experience. High-quality materials, attention to detail in craftsmanship, and an emphasis on comfort define the interior of Mercedes vehicles. High-end car brands, such as Mercedes, Rolls-Royce and Jaguar used to share a common feature, Hood Ornament’s. Once upon a time, Hood Ornaments were a symbol synonymous with only the most luxurious car brands. You will notice, however, that most of these car brands have since stopped featuring hood ornaments on their cars, this is due to safety concerns for other road users, particularly pedestrians.

 

Rolls-Royce

Rolls-Royce is widely regarded as the most luxurious car brand in the world. Their brand identity is built on exclusivity, craftsmanship, and an unwavering commitment to luxury. The brand’s limited production runs and attention to detail underscore the exclusivity of each vehicle, creating a sense of rarity and prestige.

Craftsmanship is a hallmark of the Rolls-Royce’s brand identity. Each vehicle is a masterpiece, when you buy a Rolls-Royce you are buying a piece of art. From the prestigious interior to the iconic Spirit of Ecstasy ornament gracing the hood, every vehicle embodies a level of craftsmanship that goes above and beyond.

The Rolls-Royce’s brand identity is heavily linked to its historical legacy. The brand draws upon a rich heritage that spans over a century, evoking a sense of timeless elegance. The iconic “Spirit of Ecstasy” emblem, represents the spirit of forward motion, showcasing the brand’s commitment to a graceful and luxurious journey. Rolls-Royce is also one of the only car brands that still feature Hood-Ornaments on their vehicles, the Spirit of Ecstasy is too iconic to simply remove so the brand responded to the new safety concerns by introducing a new feature in the case of an accident where the ornament will simply retract inside the bonnet, Rolls-Royce also like to call this an ‘anti-theft’ feature as the iconic ornament is often a target for thieves. 

Overall, Rolls-Royce’s brand identity is a unique one due to its focus on exclusivity, craftsmanship, unparalleled luxury, and a historical legacy that elevates each vehicle to the status of a bespoke piece of art.

 

Is Your Brand Due An Update?

Remember that your brand serves to connect and engage with your target audience. If you are concerned that your brand identity is starting to become outdated or lose relevance with your audience, then it may be due an update. If you need advice, give us a call today at 01332 372728 or send us a message here.

 

Did You Enjoy This Article?

If you enjoyed this article, you should check out our ‘Ultimate Guide To Developing An Automotive Brand‘ article.

There any many automotive brands keen to become the biggest and most powerful. However, you first need to be aware of what a brand identity is, what is involved in making the perfect brand and why it is crucial to have a well-thought-out, long-term strategy that allows your brand to grow stronger over time.

 

WDA Are Here To Help!

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

The automotive industry is constantly evolving, and 2023 was a year of exciting new developments. If we look back to 2023, it’s clear that electric vehicles (EVs) took centre stage, with more and more consumers opting for eco-friendly options on the road.

But what does the future hold for the automotive industry? In this blog we look into the new and exciting technologies to keep an eye on, the ongoing automotive supply chain shortage, the current state of the UK economy, the continued growth of the EV market, and what we can expect from the used car market.

Join WDA as we explore the latest trends, challenges, and opportunities in the automotive industry to keep an eye on in 2024 and beyond…

Continue reading 2024 & Beyond: The Future of the Automotive Industry

 

Haynes was (and still is) ‘the go-to’ manual for manual labour on your motor!

I remember when I saw my first Haynes Manual, it was floating around our garage for my father’s Ford Capri. I was drawn in by the complexity of its technical illustrations, all done by hand back then. I am sure my dad thought he had just stepped out of ‘The Professionals’ TV series as the character Raymond Doyle with his car.

For those of you who are too young to know about ‘The Professionals’, it was about 2 British Intelligence Service senior agents, Bodie and Doyle, who along with their handler George Cowley, fought terrorism and similar high-level crimes. The Solar Gold Ford Capri driven by Doyle featured heavily in the series, and my dad’s capri of course had to be the same colour.

Haynes Manuals, also known simply as Haynes, are a series of practical manuals and guidebooks that provide information on automotive maintenance, repair, and customisation. The history of Haynes Manuals can be traced back to the early 1960s.

In 1956, John Haynes, a British entrepreneur and founder of the Haynes Publishing Group, purchased an Austin Healey Sprite sports car. He soon found that the car’s official factory manual was difficult to understand and not very user-friendly. This experience inspired him to write and publish a comprehensive guide to help fellow car enthusiasts maintain and repair their vehicles.

The first Haynes Manual, titled “Building a ‘750’ Special,” was published in 1965 and focused on the Austin Healey Sprite. This manual provided step-by-step instructions, diagrams, and photographs to assist car owners in performing various tasks, from basic maintenance to more complex repairs. The manual’s user-friendly approach, combined with clear illustrations and accessible language, quickly gained popularity among car owners.

Following the success of the initial manual, Haynes expanded the series to cover a wide range of popular car models. The manuals became known for their practicality and reliability, making them a valuable resource for both amateur and professional mechanics.

Over the years, the Haynes Manuals series expanded beyond cars to include motorcycles, bicycles, and other vehicles. The company also diversified into manuals covering non-automotive topics, such as home improvement and technology.

 

The Illustrative Work of Terry Davey

When thinking about the Haynes manuals, the revered automotive guides that have rescued countless individuals from predicaments, inevitably you recall the captivating artwork embellishing their covers. Those elaborate cutaways teeming with intricate details are the handiwork of none other than Terry Davey.

Terry dedicated his talents to Haynes from 1972 to 1991, undertaking the responsibility of crafting the cover images for each manual. What stands out is his remarkable self-taught journey, resulting in the development of his distinctive and ultimately unparalleled style. Many have attempted to replicate Terry’s work, but few have achieved it with such finesse.

The intricacy and richness of his drawings were a testament to his approach. When assembling a manual, Haynes didn’t solely rely on technical information from the manufacturer. While that played a role, the primary content generation involved the Haynes team physically acquiring a car and meticulously disassembling it.

The End of New Repair Manual Printing

In recent years, with the rise of digital technology and online resources, Haynes Manuals adapted to the changing landscape by offering digital versions and online subscriptions, providing users with access to their extensive library of repair and maintenance guides.

Haynes announced in December 2020 that they would not print any new repair manuals; all new repair content would be online only. Existing printed manuals continue to be available.

Despite the challenges posed by the digital age, Haynes Manuals continues to be a trusted resource for individuals looking to perform their automotive repairs and maintenance. The company’s commitment to providing accessible and practical information has contributed to its enduring popularity among DIY enthusiasts and car owners worldwide.

 

Did You Find This Article Interesting?

If you found this article interesting, you might want to read our ‘Automotive Brand Focus – Lucas Industries‘ article!

By the middle of the 1970s, British firm Lucas Industries was amongst the biggest in the world for components. Although it was substantial and wide-ranging, the business policy at the time was to make it appear small-scale to the public. However, this policy resulted in a convoluted web of subsidiary identities, businesses, and trademarks. Find out more here!

 

WDA Are Here To Help!

At WDA Automotive, digital marketing is our expertise, relieving you of that burden. We understand the dynamics, so you don’t have to. If you need support, reach out to us through our online contact form or call us at 01332 372728.

Brand naming is a critical part of any Automotive Brand Strategy. Here we take a look at some of the world’s most famous car manufacturers and discover the story behind their brand names.

Alfa Romeo – The company was originally known as ALFA, an acronym for Anonima Lombarda Fabbrica Automobili until Nicola Romeo bought ALFA in 1915 when his surname was added.

Aston Martin – Is taken from the surname of co-founder Lionel Martin and “Aston Hill” which was a famous local hillclimb.

Audi – Is the Latin translation of the German founder’s surname name August “Horch” (“Hark” in English).

BMWBayerische Motoren Werke (Bavarian Motor Works).

Cadillac – Was named after 18th-century French explorer Antoine Laumet de La Mothe, sieur de Cadillac, founder of Detroit, Michigan and a small town in the South of France.

Chevrolet – Yet another ‘origin’ name – this time honouring co-founder Louis Chevrolet, a Swiss-born racing driver.

Chrysler – Named after the company founder, Walter Chrysler.

Citroën – Named after French entrepreneur André-Gustave Citroën. Citroën was the son of Dutch Jewish diamond merchant Levie Citroën and Mazra Kleinmann.

Daewoo – This is a Korean word which roughly translates to “great house” or “great universe”.

Datsun – first called DAT, from the initials of its backers Den, Aoyama and Takeuchi. Later changed to DATSON to imply a smaller version of their original car, then again to DATSUN after being acquired by Nissan.

Ferrari – Famously named after its founder, Enzo Ferrari.

Fiat – Is an acronym of Fabbrica Italiana Automobili Torino (Italian Automobile Factory of Turin).

Ford Motor Company – Named after founder Henry Ford, who pioneered mass production.

Honda – Taken from the name of its founder Soichiro Honda.

Hyundai – Represents “the present age” or “modernity” in Korean.

Land Rover – This was the name given by the Rover Company for a utilitarian 4WD off-roader, a far cry from today’s upmarket and luxury sport utility vehicles!

Mercedes – Named after Mercedes Jellinek, the daughter of Emil, who was one of the early Daimler distributors.

Nissan – Derived from the Company’s original name, Nippon Sangyo which means “Japan Industries.”

Porsche – Named after founder Ferdinand Porsche, an Austrian engineer. The name is thought to have originated from the Czech name “Boreš” (boresh).

Proton – A Malaysian manufacturer whose name is derived from Perusahaan Otomobil Nasional.

Renault – named after its founder Louis Renault.

Rolls-Royce – In 1884 Frederick Henry Royce launched an electrical and mechanical business, making his first car, a Royce, in 1904. He was introduced to Charles Stewart Rolls that same year. The duo entered a partnership in which Royce would manufacture cars to be sold exclusively by Rolls, under the Rolls-Royce name.

SaabSvenska Aeroplan aktiebolaget means Swedish Aeroplane Company; the last word is abbreviated as AB, hence Saab and Saab Automobile AB.

SEAT – This is an acronym of Sociedad Española de Automóviles de Turismo (Spanish Corporation of Touring Cars).

Subaru – This is the Japanese name for a star constellation known as the Pleiades or the Seven Sisters. This is the inspiration for the Subaru logo.

Tesla – Originally incorporated in 2003 by Martin Eberhard and Marc Tarpenning as Tesla Motors. The company’s name is a tribute to legendary inventor Nikola Tesla.

Toyota – Taken from the name of its founder, Sakichi Toyoda. Initially called Toyeda, it was changed following a contest for a better-sounding name!

Volkswagen – from the German for people’s car. Ferdinand Porsche originally wanted to produce a car that was affordable for the masses – the Kraft-durch-Freude-Wagen – which later became known as the Beetle.

Volvo – Originally a name for a ball bearing being developed by SKF, “Volvere” means “I roll” in Latin.

 

‘Origin names’ are the way to go then?

You may have noticed that many of these car brands are named after their founders (including some not on the list – i.e Maserati, Chevrolet, Lamborghini, Suzuki and Lancia). This is mainly down to their age – founder naming is an old tradition that goes back to the 19th Century and beyond. 

Conventional wisdom today holds that companies should not take their founders’ names as it harms resale value, although offsetting that is some research which suggests ROI may be higher for founder-named brands. That said, the founder is taking a risk. If the company fails, then their reputation could be ruined.

If you want to read more about automotive brand naming and discover how the professionals go about creating a new brand name (including the 7 types of brand names, including ‘Origin Names’) then check out this article.

 

Need help with your brand name?

Here at WDA Automotive, we help businesses across the automotive industry connect with their audience through a variety of different digital marketing strategies. Our understanding of the automotive industry and its consumers allows us to constantly deliver engaging and eye-catching content. WDA has successfully taken on a variety of branding projects for massive clients in the automotive industry such as Auto Fasteners, Koroyd, Scorpion, Black Mountain Bikes, Status Metrology, and many more. Take a look at our Case Studies here for more.

Whilst successful marketing should indeed revolve around a great idea, you still need to get your message out there. Remember that everything your audience sees online has the power to attract, engage them and move them through your sales funnel towards becoming one of your most loyal clients. From videography and photography to the written word and audio content, WDA’s in-house team of expert automotive content creators are here to make things happen for you. Get in touch with us today or give us a call at 01332 372 728 to learn more!

Effectively naming your automotive brand should be a critical part of your brand strategy.  Your brand name defines, communicates, protects and legalises your brand, and should be considered a highly valuable marketing asset and investment. Get it wrong and you could be faced with an expensive rebrand and marketing re-build exercise which could seriously hit your sales. Below we have shared some tips and pointers to help you develop an effective brand name, based on WDA’s branding experience gained over the last 25 years.

Why Create A New Brand Name?

There are several reasons you may be considering a new brand name. The most obvious is that you are looking to create a new brand, and therefore need a new name.

You might also end up considering brand names if your strategy is to move into different markets and/or launch different products. Sometimes a brand extension approach will allow you to use your existing brand name. However, there are a lot of examples where big brands have failed to achieve this and as a result, have either temporarily or permanently damaged their core brand.

Other reasons you may need to change your brand name include:

Changing existing associations with your brand – Distancing yourself from a negative event or changing negative connotations, for example.

Bringing clarity to your brand – If your brand name is not well understood or is confusing amongst its audience, it might be necessary to change it.

Regaining brand relevance – Sometimes your offering and your market (or both) outgrow your brand and it’s necessary to change your brand name to reconnect with your audiences.

7 Types of Brand Names

With around 10 million global trademark applications filed per year and over 80% of common words already registered marks; it’s no wonder that branding agencies have more than a few naming methods to rely upon.

Here are 7 of the most popular types of brand names that you might consider:

1. Descriptive Brand Names

Descriptive names like We Buy Any Car, or General Motors can immediately position a brand within its marketplace, great if the brand is new and you are looking to clearly and instantly communicate your offering. On the downside they tend to be devoid of much emotion, often relying on an accompanying positioning slogan to communicate some personality. Descriptive names also tend to be difficult to trademark and can hamper future growth if diversification is part of your longer-term strategy.

2. Invented Brand Names

Completely made-up brand names like Exxon are increasingly common not least because they are registrable and can have good domain name availability. They also potentially travel better, an important consideration for brand names which need to work across multiple different languages.

Invented brand names have no inherent meaning, so it can take a little more marketing effort to communicate what they represent, however sometimes the way an invented brand name sounds can be used to position it. As can deliberately misspelt brand names, which are often chosen to convey the meaning of the words they are based on. Whilst no longer strictly made up, these names do convey meaning and are easier to trademark.

3. Acronym Brand Names

Whilst our brand name is an acronym, we probably wouldn’t use the same approach today. The reason is that they can be difficult for the audience to understand and extract meaning from. Remember, they are also more difficult to trademark, and more than anything they lack emotion. The obvious example within our automotive market is Bayerische Motoren Werke GmbH – BMW.

4. Metaphor Brand Names

These brand names describe a brand in a way that isn’t true but helps convey an idea or make a comparison. These brand names can be pretty powerful as they often carry a lot of emotion and meaning – Jaguar for example, which evokes feelings of speed, power and agility. Metaphor brand names work harder than most other kinds because they almost ‘start the story’ and invite the audience to find out more.

5. Origin Brand Names

These names are rooted in something related to the origins of a brand – the name of a founder or its original geographical location for example. This is quite an old-school approach which is not so popular today as it can be strategically limiting, particularly in the case of geographical names which become problematic when the city or area is outgrown. Ford is a good example of an origin brand name.

6. Lexical Brand Names

These names are based on wordplay where puns, phrases, onomatopoeia and alliteration words are often used as inspiration. They can work for some brands and markets (think Dunkin’ Donuts or Krispy Kreme) but can be a little cheesy and are not found very often within the automotive sector.

7. Compound Brand Names

These names can be a good jumping-off point when thinking about a new name. Sometimes compound names are born in the boardroom as a result of company mergers, where two former names are brought together. In other cases, longer brand names are shortened for marketing purposes (ie FedEx, formerly Federal Express). In our market, Aston Martin decided to combine a founder name, with a geographical one – taking co-founder Lionel Martin’s surname and a racing venue in Hertfordshire known as Aston Hillclimb.

 

How Do We Do It?

Hopefully, the above list has given you some creative inspiration, and a strategic framework, above and beyond just sitting and thinking of a name! But which kind of name is right for your brand and what does the naming process look like?

Establish A Clear Brief

There is no one fixed answer because it depends entirely on the brief. The first thing to determine is ‘what problem or opportunity do you face?’ and ‘ultimately what are you trying to achieve?’

As an example, WDA once renamed a very successful, high-profile WRC team, they were experiencing pressure from a large manufacturer that was using a very similar name to market one of its core sub-brands. Here, the focus was more on aspects relating to trademarking, speed (readying the new name and associated visual identity for Monte Carlo round 1), and how the name and branding fit on the side of a rally car!

In another example, WDA created the Nitro helmet brand, which was a much more emotive, customer-focused brand that was designed as a platform to embody brand personality and the brand story.

Leverage the Brand Positioning

Regardless of the brief, the one thing we would always strive to do is devise a name which is aligned with (and ideally positively communicates) your core brand positioning.

Positioning is a post in its own right, but it’s the most critical part of your brand, as it represents your proposition – what it is that you offer, and to whom. Ideally, your positioning should occupy a space within your customer’s mind, and be both highly differentiated and desirable to your audience – something (perceived or real) that only you can deliver.

Consider the Competitive Landscape

As WDA works solely within the automotive market, we understand it very well, however, it’s a huge space and things move fast. Brushing up on the current state of play – market, customers, competitors, categories, products and services – will help you reach an effective automotive brand naming solution faster and help you avoid going down any blind alleys on the way.

Time To Get Creative!

At this point, you would typically begin brainstorming some initial naming ideas. Better done in a small group, initially, you should seek to generate ideas which satisfy the main objective of aligning with your brand positioning, brand personality and brand benefits.

The frustrating reality is that you will ultimately realise that the world is quickly running out of available trademarks and domain names. However, if all parameters, limitations and logic are applied too early in the creative process, you are not likely to arrive at a great solution. Better to adopt a lateral thinking approach that leaves everything initially on the table.

Evaluate and Shortlist

Ideally, you should end up with a decent list of potentially great name ideas, which you can begin to evaluate. In addition to fulfilling the main objective of leveraging your core brand positioning, you should also be looking for names which are:

  • Original
  • Distinct
  • Memorable
  • Pronounceable
  • Likeable
  • Short

Again, working in the same group (who understands the brief and the brand positioning strategy – don’t ask your best friend, partner or dog!), it’s time to narrow down the ideas and strike out any which collectively aren’t felt to cut it.

Begin Registration Checks

After narrowing down the list you can begin broad investigations into trademarking and domain name availability. At this stage you probably shouldn’t involve lawyers, instead relying on good old Google to look for any similar names used within your space.

Market Research

If budget allows, you may consider conducting qualitative and quantitative research amongst the target market. When WDA relaunched the MER car care brand we had several rounds of focus group research and opinion. Whilst the MER research helped deliver a successful solution, focus groups can be expensive and time-consuming; and in our experience, the results are often distorted to the point of not being that reliable, due to the way they are organised and conducted. They have also become quite outdated.

Registration and Protection

The final stage of the naming process is to protect your new name and register all the available relevant domains. Specialist trademark lawyers can help here – often your agency will have partners who they can recommend.

 

Effective Automotive Brand Naming – Final Thoughts

In summary, it is important to remember that there’s only so much you can do with your brand name. It’s increasingly difficult to find something that’s available and ticks all the other boxes.

Whilst your name is important, being the most visible part of your brand, there are lots of other factors that you need to get right which in combination will all help bring your overall brand experience to life.

For more inspiration, read here to discover the stories behind the names of some of the biggest car manufacturers on the planet. 

Need help with your brand name?

Here at WDA Automotive, we help businesses across the automotive industry connect with their audience through a variety of different digital marketing strategies. Our understanding of the automotive industry and its consumers allows us to constantly deliver engaging and eye-catching content. WDA has successfully taken on a variety of branding projects for massive clients in the automotive industry such as Auto Fasteners, Koroyd, Scorpion, Black Mountain Bikes, Status Metrology, and many more. Take a look at our Case Studies here for more.

Whilst successful marketing should indeed revolve around a great idea, you still need to get your message out there. Remember that everything your audience sees online has the power to attract, engage them and move them through your sales funnel towards becoming one of your most loyal clients. From videography and photography to the written word and audio content, WDA’s in-house team of expert automotive content creators is here to make things happen for you. Get in touch with us today or give us a call at 01332 372 728 to learn more!

In the automotive industry standing out is becoming harder than ever. Many automotive companies are keen to become the biggest and most powerful brands around. To do this though you first need to be aware of what a brand identity actually is, what is involved in making the perfect brand for your business and why it is so crucial to have a well-thought-out, long-term strategy that allows your brand to grow stronger over time.

Continue reading The Ultimate Guide To Developing An Automotive Brand

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