They is only a 3-inch or so swatch of a vehicle worth thousands and thousands of dollars, a metallic stamp on the rump of any car, truck or SUV on the planet.
But they cost millions to find, invent, vet and advertise.
Car names.
Weeks after the North American International Auto Show, automakers are out there promoting their latest motoring monikers. Acura and Infiniti, for example, went the archetypal luxurybrand alphanumeric route with ILX and JX, respectively, while Buick went with a classic word reassignment by using Encore for its new SUV.
And Chrysler went old-school – dusting off “Dart” for its new compact. for its new compact.