3.19March

What’s In a Name?
By: BJ Killeen / Down the Road
As cars become more technologically
advanced, understanding that technology
becomes more difficult. To make matters worse,
each manufacturer has created its own set of names for these new
technologies.
According to a recent report from AAA, out of 34 different vehicle
brands sold in the United States, there are over 40 unique names for
automatic emergency braking, and 18 unique ones for automatic high
beams. And that’s just those two.
While we applaud all the new technology, if you’re new-car shopping,
trying to understand which features are called what will send you
screaming from the room (or the dealership, if that’s how you shop).
AAA is proposing a set of standardized names and definitions to describe
these advanced driver-assist systems, something I have been advocating
for years.
I can understand why the manufacturers want to claim their own
names; it builds brand identity; and while most of these systems are
nearly identical, there are small differences that are unique to each
manufacturer.
If these systems weren’t so important, it would almost be comical. I’d
love to be in the room when the marketing team decided what to call
some of these technologies.
For example, Adaptive Cruise Control at Mercedes-Benz is called
Active Distance
Assist - DISTRONIC;
at BMW, it’s Active
Cruise Control,
and at Infiniti it’s
Distance Control
Assist. No wonder
people are confused.
And don’t get me
started on car color
names!
AAA has identified
the segments: Automated Driving Tasks, Collision Alerts, Collision
Mitigation, Parking Assistance and miscellaneous Driving Aids, as well
as uniform definitions for each feature in these segments. As more new
vehicles arrive and new technologies introduced, AAA will update the
list to make sure everyone who purchases a new car understands what
the technology means across all vehicle makes and models.
We agree that this is a good idea but have yet to hear from the
manufacturers if they choose to go along with the suggestion. Car
branding a big business, and no company will want to give up what it
perceives as an advantage quite so quickly.
BJ Killeen has been an automotive journalist for over 30 years.
She welcomes all questions and inquiries, and can be reached at
bjkdtr@gmail.com
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