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Wed
Jul 23 2008

What's in a name?

Andrew Frankel

Best bit of yesterday’s press day at the motor show? Seeing how much better in the flesh Lotus’s new 2+2 sportscar looks than in the photographs.  

All my old worries about this car disappeared the moment the covers came off only to be replaced by one new one when I heard it they were going to call it ‘Evora’.

Sadly few people I spoke to at the show thought it a good name for a Lotus. A great one for an early 1990s Korean concept car, a tropical disease, sandwich spread or a pharmacological ointment my colleagues opined, but not a Lotus.

The hope is we all get used to it: I remember people getting pretty sniffy about ‘Elise’ back in 1996 and now we don’t even think about it. But can you imagine an owner waking one sunny weekend morning with a long journey on the cards, turning to his missus and saying: ‘Let’s take the Evora.’ Me neither.

Still it’s easy to criticise and rather more difficult to suggest something better. I’d prefer all exotics to be numbered rather than named as their looks and specification should speak for themselves, but if one must have a title I share the view of Rolls-Royce and Bentley that recycling a noble name from the past is infinitely preferable than plumping for some awkward computer-generated nonsense from the present. 

‘Excel’ is one example that would have fitted the car’s 2+2 configuration while, at the same time, making a bold statement about its abilities. Still it’s all academic now: Evora it is and if it turns out to be as good to drive as it is to look at, I suspect they could rename it the Lotus Eggbreath and its customers would not care less.

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About Andrew Frankel

Talents are limited to "driving cars and writing English." In 19th century France he would, therefore, have been stuffed; as it is, Andrew's the perfect Autocar road test writer.

Comments

julianphillips July 23, 2008 11:38 AM

Reminds me of a combination of 'Ventora' (old Vauxhall) and 'Elvira' (big-boobed vampire-like US TV presenter from the 80's).  I quite hoped they'd resurrect another old name like the Elite or Excel.  The Excel was also full of Toyota mechanicals so would be a good fit!

hurricaneone July 23, 2008 12:21 PM

If carrying on the E-based nomenclature was a requirement, the name should have been Excalibur. Though, without Googling it, I imagine that another company has already bought the rights to it and stuffed it away in a back room of saved names, never again for it to be attached to a car's backside.

julianphillips July 23, 2008 12:30 PM

Or Elantra...

hurricaneone July 23, 2008 1:00 PM

Or Eldorado.

Wait, considering the Lotus penchant for letter spacing, the car would only accomodate E-l-d-o-r-a.

So that's it, then - the Eldora.

coolGav July 23, 2008 3:44 PM

How about Lotus doing their own version of the Tesla, and calling it the "Edison". I hope not, since I admire Nikola far more than Tom.

iamchris July 24, 2008 2:17 PM

naming a car is always going to be difficult, unless you're resurrecting an old favourite you've got your work cut out for you ... sticking to numbers is by far the safest bet, though not particularly inspiring.

i don't mind evora, it could have been a lot worse, they could have stuck with eagle - a terrible name for a sports car.

personally i think europa is an awful name for a car, despite the heritage.

the problem with excel is that we all think of spreadsheets when we hear it so, alas, that wouldn't have worked either.

the other difficulty is in choosing a name that's actually a word, particularly if that word is evocative of something else.

lotus has perhaps hamstrung itself by choosing to stick with names beginning with 'e' ... but i'd struggle to better myself.

pity 'exige' was wasted on a souped up elise, as that would have been a starter for 10.

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