Automakers typically keep their naming processes for new models under wraps. Whether influenced by focus groups, legacy names from popular past models, or reflections of the brand’s vision, each manufacturer has its own approach. However, the rise of electric vehicles (EVs) has posed challenges for car companies in crafting naming conventions that resonate with consumers. As Honda prepares to expand its EV offerings, it faces the task of choosing several new names.
“I recognize that naming a vehicle is extremely significant. Customers are generally confident about established names like Civic, Accord, and CR-V, but we are also contemplating our next steps,” said Honda’s global executive vice president, Shinji Aoyama, in an interview with The Drive.
Earlier this year, Honda unveiled its upcoming “Honda 0 Series,” which will feature a global lineup of EVs with various body styles. In a discussion during Monterey Car Week, Aoyama mentioned that while several new models are in development, their specific names remain undecided. He did confirm, however, that a new “NSX-type” vehicle is slated for release in 2028.
When asked about the challenges faced by other automakers regarding the rollout of EVs alongside traditional combustion models, Aoyama acknowledged these difficulties and suggested that Honda is learning from their experiences.
“We are closely monitoring the situation, especially with Volkswagen and their introduction of various ID series—what they will do with the existing Polo, Golf, and Passat is still uncertain for us,” Aoyama added.
While Honda observes Volkswagen, it’s important to note that brands like Mercedes-Benz and BMW have been among the most notable offenders in the naming confusion. Initially, Mercedes launched its EVs under the EQ brand, later modifying it to Mercedes-EQ, briefly experimenting with another approach, and ultimately reconsidering whether to maintain the EQ branding at all. BMW’s strategy with its “i” series has also faced criticism, as has Audi’s e-tron sub-brand.
Currently, Honda offers just one EV in the U.S., the Prologue, developed in collaboration with General Motors. However, future models under the 0 Series will be independently designed without assistance from other automotive companies.
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