At Audi, giving cars 'names' is a bit like Boggle with numbers - Autoblog

At Audi, giving cars 'names' is a bit like Boggle with numbers

“You try to create a language and a name that taps into the psychology and sells the product,” Robert Pyrah, who was head of strategy at the London-based creative agency Brandwidth,in 2018.

“There’s a whole set of strategic considerations that come in,” he said. “It’s thinking how the brand should be positioned in the marketplace, identify the car’s essence.” Some clients have specific goals: “They’ll say, ‘We have a new SUV, and we want the name to target 30-somethings with two children.’”

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