Question of the Day: What's in a Name?

by Michael Strong

Published: November 3rd, 2026

When Alan Mulally took the top spot at Ford Motor Co. one of the first questions he asked was: "Where is the Taurus?" With one simple query he touched on one of the biggest issues automakers face: How do we name a vehicle?

Toyota's revival of the Celica name Tuesday continues a trend of reaching back into a company's history rather than create something new.

In recent years, we've seen automakers reach back into their history rather than pay a marketing agency to create something new and "exciting," including the Acura Integra, Ford Maverick, Ford Bronco, and more. Even the Taurus mentioned by Mulally was replaced with an older Ford product name, the 500.

So today's question: Do you want something new or should automakers rely on their heritage when it comes to renaming a vehicle? Tell us what you think.

[Images: TTAC Library]

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Michael Strong

Michael Strong has spent more than 25 years writing about the automotive industry. A Detroit-area native, he’s written about everything from local car shows to product reviews to financial news. Currently he writes and edits for a variety of national and local publications. He’s also a longtime member of the Automotive Press Association and the International Motor Press Association, and a graduate of Georgia Southern University. Hail Southern! Despite a love for ’70s land yachts and BMWs from the late ’80s and early ’90s, his personal vehicle is neither of those.

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4 of 38 comments

Sobhuza Trooper 22 hours ago

The Maverick should have been the Courier.
The Bronco Sport should have been the Maverick.
The Trailblazer should have been off-road SUV.

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- See 1 previous
- Slavuta 14 hours ago
  
  And I could of been Jesus. But the management decided otherwise
  
  Like
- Forward Observer 11 hours ago
  
  Slavuta is losing it.
  
  Like Unapproved!
- Lloyd S 1 hour ago
  
  Bronco Sport should be the Escape
  
  Like
Lloyd S 2 minutes ago

That Supra looks better every time I come back to this site

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