In two-wheelers, brand names now evokes a mood rather than the memory of its inventors. For example look at the names like Hero Honda's Splendour. Its arch rival Bajaj Auto seems to follow the same philosophy.
“The brand names of motorcycle now have more to do with their positioning and the particular attribute or the imagery that we want to portray,” says S Sridhar, Bajaj's marketing head. He gives the example of its 125cc Discover.
“Its name was intended to induce buyers to discover how superior it is from the regular executive bikes with smaller engines,” he says. The new entrant, Suzuki Motorcycles India, concurs. “Motorcycle names are generally targeted at capturing the male mindspace.
So names like Heat and Zeus can be interpreted in whatever ways. Bikes are aspirational products now and the bike that you own talks about the profile of a person. It's almost like shoes, which not only protect the feet but also make a style statement,” says Satya Sheel, the company's managing director.
However, every marketers in the industry is not that adventurous. “Our names are according to the targeted customers. We don't believe in catching attention with controversial (read sexually implicit) names.
For instance - 100cc Star is a mass product and hence we gave it a simple name that should click with all kinds of people and generations. 150cc Apache on the other hand is a young name,” says R Chandramouli, senior vice-president of TVS Motor.