GM's diesel for North America:
It needs a good name
GM's 2.9 liter V6 Clean Diesel for Europe
September 29th - By Drew Dowdell
On Monday, GM Vice Chairman Tom Stephens said at an energy efficiency conference that GM would release a diesel powered car for sale in the U.S. sometime in the future. Vague words at best, but still it managed to perk the ears of those of us who love torque.
One of the constant problems with diesel power in the U.S. has been how to market it as something "special" compared to an every day gasoline engine. The word "diesel" pulls along as much baggage as the semi-trailers it powers. As the discussion about diesels increases over the next few years (assuming this prediction by the Vice Chairman comes to pass), you will see many references to the ill fated Oldsmobile diesels of the early 80's. However, even people too young to remember those cars, still associate "diesel" with dirty buses and trucks. The only diesel passenger vehicles for sale in the U.S. today are manufactured by the German imports. Chrysler, under the ownership of Mercedes Benz, fielded a few diesel Jeeps, and all 7 people who knew about them bought one. They were never marketed in any meaningful way. My guess is Chrysler simply didn't know how.
Few can argue that Ford hasn't struck gold with their new Ecoboost engines, but the truth behind the Ecoboost engines is rather mundane. The Ecoboost engines are simply very good engines with direct injection and turbo charging. There is nothing technologically ground breaking about them. In fact General Motors even beat them to market, at least in general architecture, with their 2.0T-Direct Injected engine available in the Cobalt SS, HHR SS, Pontiac Solstice GXP, and Saturn Sky Red-Line. The difference with Ford is they've built an impressive brand cache around the term Ecoboost, so much so that even if a customer ends up buying a non-Ecoboost vehicle, it got them to look at a Ford product in the first place. Ford has taken the already good perception of the word "Turbo" and made it even more special, even more desirable, and made it only available at your Ford/Lincoln dealer. Thus, the need for a really good name.
This brings us back to GM's (hopefully) coming diesel powered passenger cars. GM simply cannot slap a "Diesel" badge on the back of it's regular passenger sedans and call it a day. It needs an "Ecoboost" type marketing term to make sure people know that this is not their father's Oldsmobile Diesel. In Europe, the Opels sold with a 2.0 Turbo diesel are simply called Ecotec CDTI. Not good enough for the U.S.. The Ecotec name only has marginal name recognition and adding a bunch of meaningless letters at the end won't help build brand awareness.
I'm probably a bit too old school to come up with a great marketing name for GM's diesels. Everything I think of sounds like it came from a Life Magazine advertisement from 1959, but I'll list them off for you anyway:
TorqueMaster
RangeMaster
EcoThrust
DriveMax
So, I leave it to you dear commenters, help us find a good name for GM's potential diesel push.