Argy Badgey: Why model designations are so confusing

There’s nothing more consistently inconsistent than the names vehicle manufacturers bestow on car and SUV model grades.

Car buyers and even sales staff have expressed confusion regarding the baffling array of titles used to differentiate the various specification levels available in a given model line, nominating Mazda and Kia among the worst offenders.

And while variety might be the spice of life, it seems over complicating the concept of choice could deter would-be purchasers from committing to a sale.

I’m considering a Mazda3, or an Astina
They’re the same thing… well, almost. Looking at the Mazda3 range, it’s easy to see why our readers are confused. The 2.0-litre small hatch and sedan range offers the entry-level Neo, mid-grade Maxx and high-grade Touring, but adds the SP25 moniker to 2.5-litre powered models, which are further differentiated by the addition of GT and Astina grades.

Move up to the mid-size Mazda6 and the nomenclature changes again, with base-grade variants wearing a Sport badge, mid-grade models sporting a Touring label, and high-grade models adorned by a GT tag – despite no increase in power. On top of these is the Mazda6 Atenza, quite simply the ‘burger with the lot’.

But it doesn’t stop there. Mazda also uses different naming structures across its Mazda2 light car range (Neo, Maxx, Genki and GT respectively) and BT-50 workhorse line-up (XT, XTR, XTR-Hi Rider and GT).

And things grow even more confusing when attention turns to a Mazda SUV. Depending on which size SUV you’re after, the designation could wear any number of labels, including Neo, Maxx, Maxx Sport, Touring, sTouring, Akari, Akera, Azami, GT or Grand Touring… And don’t get us started on the whole SKYACTIV / iACTIV mess.

Mate, I’m confused…and I work here
There’s something to be said for the days when a couple of letters after a badge were sufficient to separate the bad from the ugly. To use Holden’s early 80s Commodore range as an example, we find L, SL and SL/E – a straight-forward strategy by which to recognise a standard car from its top-shelf sibling.

It was an approach Kia almost managed to implement across its Australian portfolio – until recently. Now, it seems the badge bug has bitten, confusing not only Kia’s repeat buyers, but also those who work on the showroom floor.

“Mate, I’m confused,” a Kia salesperson told motoring.com.au recently. “And I work here!”

Wind the clock back to 2014 and Kia’s model arrangement was pretty straight forward. Base-grade variants wore the S moniker, mid-spec models were the Si and top-tier variations were labelled SLi. Apparently this strategy was too straightforward.

Fast-forward to 2017 and Kia’s mix of numbers, letters and names is numerous, the differentiation in designation as baffling as the rationale behind the naming of its short-lived sports model, the pro_cee’d.

For smaller Rio models, the familiar S, Si and SLi grades remain intact, the slightly larger Cerato line-up adds Sport and Sport+ grades to the mix, while Kia’s Carnival people-mover range goes further with Platinum included in the appellation amalgam – the title it recently dropped from its large Sorento SUV range, now simply dubbed GT.

If you’re after something a little sportier, the Kia Stinger line-up will test your mettle even further, adding a Germanic level of digits as a suffix to the badge. In order, the range includes 200S, 200Si, 330Si, GT-Line and GT derivations.

Why does it have to be so hard?
Look, Mazda and Kia aren’t alone in depositing this mess upon us. Grades like Essence, Prodigy, Zen, Evoke, Pure and Feline are simply baffling. And don’t get me started on the overuse of Sport – these days most ‘Sport’ badged are as ‘sporty’ as a spelling bee.

Not that we wish to in any way stifle the creativity of those tasked with naming the myriad models on offer to the car-buying public. All these models mean the level of choice of new vehicles available to consumers has never been better.

However, we just can’t help but feel some consistency – at least within individual brands – would help would-be purchasers make up their mind. And please, never use the word Feline to describe a model grade ever again, Peugeot.

Got a doozey of a model name that’s pushed your buttons? Feel the mix of models is messing with your head? Leave a comment in our DISQUS section below.