The naming convention recently announced by Intel for its new processors is similar to that of carmaker BMW, which is acknowledged by Intel. In fact, it is reported that Intel discussed its plans with BMW before adopting the new naming by numbers, “with an eye to respecting another company’s intellectual property.”

But BMW is not the only automobile manufacturer that uses “numerology” to brand its marques. Perhaps no automotive brand has a more established tradition of using a numerical sequence to distinguish its models than does Peugeot. As far back as 1929, the French automaker began this regimen with the introduction of the Peugeot 201 at the Paris Auto Show. Since then, they’ve brought these memorable cars to market: 201, 301, 401, 601, 302, 402, 202, 203, 403, 404, 204, 504, 304, 104, 604, 305, 505, 205, 309, 405, 905, 605, 106, 306, 206, 406, 806, 607, 307, 807, and the 407. As might be evident to those trained in branding by numbers, all of these models have the distinctive 0 strategically placed in the center of the model number. Some consider it a “signature” of the famous brand.

The 3-digit identity is an essential component of Peugeot’s brand identity. Conveying a very positive image for the company, the system evokes quality, technology and performance. Approved by customers around the world, this numbering system operates as a sign of recognition and makes it easy to differentiate between models in the range: a central zero with a number on either side. It has not changed since the launch of the 201, and provides three items of information about the model concerned:

The first number indicates the family to which the vehicle belongs, its size in the range. The second digit — always 0 — is the link between the number denoting membership of a particular family and that denoting a particular generation. The third figure indicates the generation of the model.

[source: For Peugeot, Numbers are Sacred…]

Logical, yes; memorable, no. To naming and branding mavericks, it might seem that the Peugeot brand is stuck in some sort of rut. But that’s hardly the case. Recently, Peugeot announced some exciting changes in the brand’s traditional naming system.

[I]n response to market fragmentation and the consequent need for a wider range of products, each with strong distinguishing features, Peugeot has decided to expand its naming system by doubling the central 0.

The inauguration of this four-digit naming system coincides with this year’s launch by Peugeot of a new, original and innovative model that will be positioned as an extension of its existing range.

Have you seen the 2004 2004?

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