Name development for a Volkswagen SUV

A symbol for successful branding

What happens, when VW searches for a new model name?

There are clear goals. In our case:

1. The naming must work internationally, be easy to speak and never create any negative associations.

2. It should be connected to nature.

3. It should go in line with existing models — and, optimally, start with a “T”.

Not as easy as it sounds. We develop hundreds of names related to flora, fauna, geography and geology. A first favorite: The tiger, which combines strength and beauty.

However, there are many arguments against the name, including a World War I tank of the same name and the Opel “Tigra” model. We think outside the box: A merger with the iguana — which also stands for grip and robustness — is the solution. And the birth of the Tiguan.

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Survey instead of market research for the right product name

Finally, a survey by Auto Bild also confirms that the name is well received by the target group. Alongside other creations, “Tiguan” is presented without explanation or argumentation — and is a reader favorite.

To this day, the Tiguan is not only one of Volkswagen AG's most popular models, but also one of our favorite name developments.