Why Renault Has Chosen Kardian As The Name For Its New Global SUV
The new Renault Kardian embodies the brand’s new international strategy
More than a name, the all-new Renault Kardian, the embodiment of a new international strategy for the french brand has been revealed and the brand hails this soon to be launched product as the future urban SUV. The SUV is set to first roll out in the South American market then globally after that.
Naturally, the Renault Kardian required an evocative name that conjures up both strength and agility while containing internationally clear consonants but what does it mean? Sylvia, Model-naming Strategy Manager within the Renault Global Marketing Department, breaks it down by syllable and by letter.
Moreover, any driver’s relationship with their car always begins with the name, with what it makes them feel. In the SUV and crossover segment, vehicle names tend to evoke strength and agility. At Renault, a number of models have names that begin with a firm “K” sound: Koleos (2008), Captur (2013), Kaptur (2016) Kadjar (2015), Kwid (2015) and Kiger (2021), and “if it ain’t broke, don’t fix it,” right?
Speaking of the Renault Kardian, Sylvia stated, “The All-new Renault Kardian is taking its place in this line of strong and distinctive vehicle names and the brand pronounces it the French way, because Renault is a French brand – a bit like the French Touch.”
On top of that, the roots of the name of the Renault Kardian comes from the English language. At first, the name evokes the word “guardian,” symbolising protection and strength. Its strong consonants, K, R and D, also reinforce that impression. But the name also conjures another strong image, but the name also has softer sounds too.
Sylvia explains, “what’s interesting about the Renault Kardian is how it evokes dynamic agility. It makes you think of cardio – sport, momentum and adrenaline. The way it’s structured around two ‘A’s, Kar-dian, alludes to the vehicle’s security.”
The All-new Renault Kardian will also reinforce Renault’s international footprint as the brand is set to soon make its debut in the Latin American market, following on from the Alaskan and the Oroch, before going on sale in other countries across the world.
Sylvia concludes with, “This vehicle illustrates Renault’s Renaulution globally, with a vehicle name that calls to mind technology, security, and plenty of driving pleasure and agility.” So what do you guys think of the Renault Kardian, what do you reckon it will look like and will the Malaysian market like it?
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