Naming a New Vehicle Is Much More Challenging Than You Might Expect, and Experts Remain Uncertain if Ford Made the Right Choice

      Ford (edited by the author)

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      “We received an email this morning,” a Ford employee shared. “It’s just like, oh my god. Why? You could have named it the Galaxie. Or the Falcon? I prefer Falcon.” Instead, the new $30,000 electric pickup is named the Fathom. Fans were hopeful that the Ranchero name would be revived. However, Ford is heavily investing in its pioneering Universal Electric Vehicle (UEV) platform, making the use of a nostalgic name for its future aspirations unattractive. The conversation revolves around why, and more specifically, how a child receives its name.

      Naming is a professional endeavor. Entire agencies are dedicated to this task. To comprehend the underlying factors involved in such decisions, I consulted with Jay Jurisich, founder and Creative Director of the naming agency Zinzin, and marketing expert Saul Colt, founder of The Idea Integration Company. Spoiler alert: both agree that Fathom is a suitable name, albeit not without its difficulties.

      Everyone has an opinion

      Auto enthusiasts are known for their strong opinions. There has been a significant amount of discussion surrounding the Ford Fathom name. Professionals also find themselves second-guessing.

      “I think Fathom is actually quite a solid name — for something, but maybe not for this truck,” was Jay Jurisich’s immediate reaction. As the founder and Creative Director of the San Francisco-based naming agency Zinzin, he is well-acquainted with the naming process. His recent projects include naming models for Mack trucks. Saul Colt mentioned, “my initial thought is that I probably would have leaned toward a legacy name.” Not out of nostalgia, but for branding effectiveness; “Ford has spent over a century building equity in names like Bronco, Mustang, Maverick, Ranger, and F-150. That’s brand equity that doesn’t require additional investment to develop. Starting from scratch necessitates that every marketing dollar must educate consumers on what ‘Fathom’ is before persuading them on why they should desire it.”

      It’s true; launching with a name that carries meaning is risky in the automotive world. Endless debates have unfolded over whether the Mustang Mach-e qualifies as a “real Mustang.” Along with the F-150 Lightning, Ford has experienced the challenges of adopting a straightforward pickup truck approach. “I think the tension lies in the fact that it’s a truck, yet it’s associated with an entirely different kind of truck,” Jurisich stated. “I’m warming up to the notion of completely changing the narrative.”

      Colt concurred. “If this truck signifies a new direction for Ford, they might have sought the opportunity to forge its own identity rather than bear decades of expectation tied to a name like Ranchero. That’s a legitimate strategy, but it undoubtedly poses greater challenges.”

      Painting a picture

      “I’ve participated in product naming projects, and they are consistently far more intricate than people assume,” Colt expressed. “The best names transcend mere words. They are strategic assets. They must function legally, globally, emotionally, and commercially.”

      Ford also recognizes the need to clarify the intended purpose of the Fathom. The beginning of its detailed release even includes a dictionary definition. Clearly, “small EV pickup for thirty grand” does not encompass everything the Fathom represents.

      “‘Fathom’ conveys depth, intelligence, and a sense of exploration. It’s memorable enough. My concern is whether it aligns with the essence of a pickup truck. It feels more like a technology platform or a premium software brand,” Colt remarked. Jurisich echoed the premium tech vibe: “at least the tone of the name suggests a higher-end connotation,” he stated.

      The alignment of both industry experts in their independent assessments indicates that Ford is headed in the right direction. The tech-oriented, active lifestyle owner is precisely who is depicted in the flipbook-style video accompanying the announcement.

      “When I viewed the video, I thought, well, this is a really cool vehicle,” Jurisich commented.

      “We work extensively with technology companies, and I speak with numerous startups and marketing teams from large tech firms,” he continued. “They often express something along the lines of, ‘what we’re doing is completely revolutionary.’ [And] my response is that’s fantastic. Count us in, but you better end up with a name that reflects those ambitions, because if you assert to do all those things, yet your name is dull and blends in with the rest, why would anyone believe you stand out as different?"

      A Song Airlines plane STAN HONDA/AFP via Getty Images

      History underscores the risk of missteps

      Song Airlines aimed to provide a low-cost, premium service. Delta Airlines invested heavily in this sub-brand. Kate Spade designed the uniforms, accompanied by fresh, organic meals