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The State of Automotive Branding: Colorado is the state of the art of truck branding, according to General Motors. The Chevrolet Colorado, a new midsize truck, replaces the Chevy S-10 line in a move away from a functional name to an evocative name. Such branding distinctions are remarked and charted by the naming and branding gurus at Igor, who recently published a Taxonomy of Sport Utility Vehicle (SUV) Names.

Dora Nowicki, marketing manager for Chevy Colorado says, "We take a lot of ribbing: Why not the Iowa? Or the Utah?" But the Centennial State stereotype, she says, fits perfectly with what the Detroit company is selling. "People who live in Colorado are active, fit, athletic; they enjoy the environment and want to preserve it," Nowicki says. "They need a vehicle to get them to the top of the mountain, and the Colorado clearly fits into the lifestyle. We think it's a cool name."

Cooler than a Montana minivan.

Posted by abnu on Monday, October 13, 2003 @ 8:01 PM [ + ]

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