Which brings me to the initialism that recently caught my eye. SRT is Chrysler‘s initialism for “Street and Racing Technology”, and it’s been around since 2003. It started as a high-performance badge Chrysler bestowed on certain models of its Dodge Viper roadster, RAM truck, Chrysler 300 and Dodge Charger sedans, and even some entry-level Neons.

Now Chrysler has shifted gears and elevated SRT from a model descriptor to an exclusive brand (drivesrt.com), in the tradition of BMW’s prestigious “M” brand (where M stands for Motorsport.) All of Chrysler’s SRT models will have V8 (or V10!) engines, performance brakes, and 900-watt Harman Kardon stereo systems (among other high-end components). The 2012 lineup consists of the Chrysler 300 SRT8, the Dodge Charger SRT8, Challenger SRT8 392, and Viper SRT10, and the Jeep Grand Cherokee SRT8—and it has taken to the road for various car events.

So what kind of traction are those three little letters likely to get for the line (and Chrysler)?

On the plus side, the fact the name already has some va-va-vroom equity is a good thing. And the term “Street and Racing Technology” deftly spans a lineup ranging from sedans to racing cars. Also, as letters go, the sounds of these three convey appropriate associations for the brand (the long sibilant “S” evokes smooth, gliding motion; the “T,” precision.)

On the other hand, the name’s hardly memorable. The reference to “street and racing technology” will soon fade into oblivion. And when it does, the name will become just one more alphabet soup brand (like the Mercedes AMG line). Of course by then the brand may have acquired enough cachet that the name won’t matter, as with its prestigious German brethren.

In the meantime, the clunky model naming conventions for this brand could use a tune-up. Who wants to brag about owning a Dodge Challenger SRT8 392?

Overall Grade: B-

What hit me almost immediately was that both car names are real English words. I wonder if concocted words or a Latinate name style was ruled out because Toyota seems to owns that style with Prius. (For those of you who don’t know, Prius is a Latin comparative adjective or adverb, with meanings “ahead, in front, leading; previous, earlier, preceding, prior; former; basic;” fitting for such a car in the green vanguard.)

I like what each of the new car names conveys about its car model. “Clarity” focuses on the environmental benefit, and perhaps even suggests how simple a decision it should be to purchase one. The name also fits nicely with Honda’s other real-word names: Accord, Element, Civic, Pilot, Fit, Odyssey, etc. All of these words (maybe with the exception of “Fit”), are real words with elegant connotations. Either that, or Honda has done a great job of imbuing each of the brands with elegance and reliability. Either way, I think Clarity is as equally elegant and evocative as each of the names in the Honda brand roster.

“Volt” appeals to Chevy’s tough and exciting brand image. The name is electrically charged, powerful, and punchy. Instead of conveying the benefit, Volt implies the radical new technology. (Similar to the way Zap car does.) Much like the Chevy Cobalt, the Volt has a strong, exciting, and charged tonality. The Volt electric car marks a huge energetic shift for General Motors. The Volt (hopefully) effectively launches Chevy into the green car revolution. If Chevy hasn’t already gone under or severely missed the green boat by waiting until 2010, then the Volt may signal a new era for the American auto maker. The name aims to capitalize on this monumental change in the automotive tides.

Of course, let’s not forget about the Smart Car that’s already selling its super efficient models in the U.S. In fact, by next year they plan on having a fully electric model available for sale. At $12,000 for the current gasoline-burning model, it’s no wonder that I’m seeing them pop up all over San Francisco. In parking-starved SF, it also doesn’t hurt that you can park two of these adorable little guys in the one SUV’s street parking space.

More green cars! And please, more exciting green car naming!

But from a naming consultant’s perspective, they got lucky. Fiesta is one of those words that has near-global awareness. The Spanish word (meaning festival or celebration, from the Latin festum/festa, meaning “feast”) has transcended borders and is now commonly understood by native English speakers (as well as speakers of dozens of other languages). Because the car is targeted at new car buyers (typically a younger demographic), the idea of a celebration ties in nicely with the broader marketing message for the car (again, across geographic borders).

Creating names with such international consistency is tough. Just ask the folks at VW. Can anyone spell Tuoreg? Taureg? Touareg? Or ask the folks at Buick. Who knew that Lacrosse was a Canadian slang term for masturbation? If they had done the linguistic research we offer our clients, they would have known before they launched.

Some of you may want to include the infamous “Nova” in this mix. However, let us dispel the myth once more. Yes,� when literally translated, “no va” would mean “doesn’t go” in Spanish. Yet the car is still sold (quite successfully) in Spanish-speaking countries. This is possible because people don’t usually parse brand names this way. I love the counter-example offered by Snopes.com: would anyone think twice about buying a dinette set that used the brand “Notable”? (Get it?)

Anyway, back to the subject at hand. Kudos to Ford for coming up with (and now relaunching) a brand name that sends the right message to a global audience. If any of you readers out there are looking for a new brand name that functions equally well in multiple international markets, Catchword can help.

ZAP also stands for “Zero Air Polution.” So let me summarize: ZAP has a name that is suggestive of their unique point of differentiation AND that functions as a relevant acronym? Brilliant indeed.

Perhaps the most fun aspect of ZAP’s brand is its brand extensions, aka the vehicle names. Zapino is the name for ZAP’s line of mopeds and Zappy is their scaled down scooter. The car names range from the playful Obvio and Xebra, to the more intriguing and mysterious Alias. (The Alias even looks like it was plucked right out of a James Bond movie!)

I love everything about ZAP’s names. It’s refreshing to see a clever naming system that isn’t forced or trite. If only the bigger car companies could emulate ZAP’s ingenuity both in naming and product innovation.