“Deciding on a name for a car is similar to the process parents go through when choosing a name for their child – emotionally intense and something for life”, explains Vincenza Magliocco, SEAT’s Head of Product Marketing for the Ibiza. In the case of the SEAT Ibiza, this naming took place in the 1980s with the proliferation of tourism in Spain. As part of the company’s strategy to link each model to a Spanish city, the island was a perfect fit with the target audience for this car - young, with a modern, casual image and Mediterranean spirit.
With the launch of the first SEAT Ibiza, the Spanish company “began to plot a new path towards independence and internationalisation”. As a trending destination for global tourism, the iconic island of Ibiza offered an option “that best matched the desired positioning for the new model”, explains Magliocco. In her opinion a car’s name is crucial, which is why it “should be easy to remember and should sound good in any language”.