Five classic car names making a comeback - is it a fool proof tactic? (2024)

Coming up with a name for a new car must be a difficult task for big wigs at motor brands.

First and foremost, it needs to be catchy.But it also has to resonate with drivers, not translate to something offensive in other languages and be easy to say as well as remember.

Which is why it can be enticing to delve into the archives to reintroduce former namesplates everyone knows and loves.

And this is happening as we speak; we'll soon see the return of famed nameplates from five different brands, including the contentious decision by Ford to reintroduce Capri as an electric SUV.

But is bringing back a former name a sound move - or can it be a poisoned chalice? We asked experts for their stance on relaunching iconic badges.

FIVE CLASSIC CAR NAMES SET TO RETURN

1. Ford Capri

Let's start with the most controversial of all five of the returning names - Ford's decision to bring back Capri.

It's a move that's triggered an angry response from the public - and plenty of motoring experts - in the last week.

What's riled Ford fanatics is the vehicle the Capri name badge will now adorn - a 2.1-tonne electric SUV that bears very little resemblance to the original two-door, low-slung coupe sports car that emerged in 1969 and was discontinued in 1986 after amassing 1.9million sales across Europe.

And it isn't the first time Ford has risked enraging older customers by using iconic former - and existing - nameplates for new EVs.

In 2019, it took the risky decision to name its first purpose-built battery carMustang Mach-E, and last year we saw the reintroduction of the Explorer badge.

While the Explorer at least is a modern continuation of an SUV original, Mustang and Capri fans have reacted with distain in equal measure on both sides of the Atlantic to these monikers being used for battery-powered sports utility vehicles.

Ford says the new Capri will cost from £42,075 and 'continues the story of the iconic cult classic' while 'injecting some soul into the world of EVs'.

2. Renault 5

French car giant Renault caused a major stir in 2021 when it revealed its 5 EV concept that reimagined the original model that went on to become a rallying great.

Big question were asked if the brand's production version would retain such a heavily retro-themed design that harked back to its mid-1970s.

Earlier this year, Renault answered with the jaw-dropping showroom version that keeps many of the concept's design cues - and is a proper tribute to the original with which it shares its name.

While it will come only with electric power, its fame as an affordable city car when first launched means enthusiasts can forgive it for moving to a green powertrain.

The new Renault 5 E-Tech is available to pre-order with first deliveries expected in early 2025. Described as anall-electric 'super-modern retro-istic pop icon', prices are due to start from around £25,000 and it will offer a range of around 250 miles.

Even better news is that the Renault 4 name will also return as an EVthat strikes a very strong resemblance to the sixties original.

3. Vauxhall Frontera

We use the term 'classic' very loosely when referring to Vauxhall's boxy Frontera 4X4 - the somewhat underwhelming family off-roader available from 1991 to 2004.

Two decades after the nameplate was ditched following cliff-edge sales towards the end of its production run, Vauxhall bosses have now brought it back to help spearhead its EV assault.

The compact SUV will be sold as both a petrol or fully electric model and replace the ageing Crossland. It will go head-to-head with market rivals like the popular Ford Puma and Nissan Juke.

The Frontera's USP will be comfort, with the company claiming it will debut a patented seat design that will alleviate back pain on long journeys.

Given the Frontera's lacklustre decade-long spell on sale in Britain - and a ropey reliability record at best - there likely won't be too many complaints about Vauxhall ruining its heritage by reintroducing the name badge for an EV as well as a petrol option.

However, it won't be able to go off-road like its forefather - this is an SUV with power sent only to the front wheels only.

4. Fiat Topolino

Fiat's Topolino will see the return of a name the Italian brand last used back in fifties. Translating to 'baby mouse', the original was thetiny model that preceded the original 500 and was in production in Italy for 19 years between 1936 and 1955.

Yet the car returning some 70 years later is a very different proposal.The dinky EV is a two-door 'quadricycle' and is the sister vehicle to the Citroen Ami.

The Italian marque says its funky design will 'encapsulate the coolness' of the classic 500 to kick-start demand for greener urban mobility.

Two versions will be sold in the UK: a standard Topolino and an 'open' Topolino Dolce Vita with a sunroof... and no doors.

The adorable little machine features retro looks including oval headlamps, dish-style wheel trims and even a suitcase rack at the rear, harking back to the iconic Cinquecento classic that was first launched in 1957. And for those of us looking to rinse off after a hard day, it even has its own portable shower attachment! AndTopolino has been in hot water already this year when deliveries to Fiat's native Italy were seized by customs police.

Prices are yet to be confirmed but should start at a little over £8,000. But don't expect to travel far - or fast - in the delightfully-petite electric Fiat as it will likely share the Ami's 47-mile range and 28mph top speed.

5. Honda Prelude

Honda will relaunch one of its best-known sports car nameplates in the next two years having left it in the doldrums for the best part of a quarter of a decade.

The Japanese company has confirmed the return of the Prelude, which will roll into UK showrooms in 2025 as a performance hybrid coupe.

The original launched in Europe back in 1979 and the last example to carry the Prelude name - the fifth generation car - went out of production in 2001 and it hasn't been used since.

The two-door coupe will likely use the same hybrid drivetrain that currently powers the Civic hatchback.

When it eventually arrives in UK dealers, it will be unique to the market.

That's because it is set to be the only front-wheel-drive coupe on sale in the UK, with models like the Volkswagen Scirocco and - most recently - the Audi TT discontinued from sale last year.

SHOULD CAR MAKERS BRING BACK CLASSIC NAMES?

The auto exec: Dr Andy Palmer, former Nissan COO and Aston Martin CEO

'Bringing back a much-loved model is often high-risk. But nostalgia sells and brands, in all industries, are increasingly tapping into that.

'In the auto industry, there is a real risk that by bringing back popular models of the past, you can muddy the positive perception that was previously associated with that model if the reinvention does not live up to expectations.

'The key to success is that the new models have a golden-thread of DNA to their predecessors, although they don't have to be identical - it should become clear on first drive that they are from the same lineage.

'In Ford's case, the Capri has gone from sleek fastback coupé to EV SUV. Motorists are rightly questioning if the new Capri has anything in common with the Capri of old, aside from the name. That test will be apparent as journalists and customers answer that question. That will determine if it's Ford marketing genius or a cynical use of a much loved moniker.'

The car market analyst:Richard Peberdy, UK Head of Automotive at KPMG

'Consumers are often swayed by their heart as well their head when choosing their next car. Reinvigorating or reinventing well known and loved model names from the past can therefore be an attractive option for manufacturers.

'It's interesting to see some brands opting for entirely new model names to differentiate their electric vehicle lines, whereas others are bringing back previously successful model names.

'Some backlash might be expected where consumers don't see or appreciate the link between a much-loved model from the past and the new vehicle. But there will be many buyers who are too young to associate the reused model name with the past.

'The publicity provided by this discussion likely helps the company to reach audiences beyond their usual marketing. As is often said, there's no such thing as bad publicity.'

The classic car specialist: John Mayhead, Editor of the Hagerty Price Guide

'Reintroducing a heritage model name to a car that differs from the original will always be a volatile subject amongst the car community, and views on the subject will differ.

'At Hagerty we monitor the global enthusiast and collector market and have not seen any detrimental effect to the values of loved original cars when a new model is introduced.

'The classic Mustang, as an example, is still a highly desirable collector car, despite the new EV model launching.

'In fact, the launch of a controversial new vehicle often evokes nostalgia for the original cars and may make original versions even more sought after.'

The car buying platform: Erin Baker, Editorial Director at Auto Trader

'In an increasingly competitive market, where established brands are having to compete with new entrants, utilising beloved model names is an easy way to establish a connection with a growing array of unfamiliar electric models.

'But it can be a double-edged sword for brands, which Ford has recently discovered. It did a fantastic job with the Mustang Mach-e, proving that they could successfully reinvent an iconic badge for the electric era.

'But a lot of the complaints following the launch of the Capri suggest they've been less successful in capturing the spirit of what for many British motorists was a true icon.

'It's very early days for the Capri, though, and Ford are masters of building passion and loyalty for their cars, so I definitely wouldn't write it off yet.'

The car selling platform: Iain Reid, Head of Editorial at Carwow

'It is easy to criticise car manufacturers for bringing back former names from iconic models from the past, but what's the alternative? A mix of letters and numbers that are as forgetful as a rainy day in Stoke - VW ID3, Volvo C40, Mazda CX5; the bland list is endless.

'Putting random punctuation and a mix of capital and lowercase letters in car names is an even worse trend in my opinion - Honda e:Ny1, Toyota bZ4X are terrible car names.

'So why not bring back the likes of Capri (Ford), Prelude (Honda) and Topolino (Fiat) and the rest? If turning the legendary Capri into an electric SUV makes your blood boil, then Ford will think 'job done' - they have managed to get their new car at the front of people's minds.

'And for those of us too young to remember iconic car names from yesteryear, then these new cars (bearing the same model name) are being judged on their own merits, not because they are not a car that was built 40 years ago.'