Kia defends Seltos name

What's in a name?

That's the question Kia Australia has been grappling with as the crucial new Kia Seltos compact SUV heads to showrooms later this year.

The company has defended the unusual name – a play on Hercules' son, Celtos, from Greek mythology. The thinking behind the name is that it will imbue the vehicle with a sense of strength.

Car companies often change the name of vehicles to suit different markets but after seeking feedback from focus groups in Australia, Kia Australia's general manager of product, Roland Rivero, indicated its bold new small SUV did not warrant a name change.

"It's not proven to be offensive of any sort," he told Australian media. "The meaning has been accepted, derived from Greek mythology, the son of Hercules."

Rivero said the Seltos name fits in well with Kia’s current range.

"It's a fairly neutral name and kind of makes sense as it follows the same nomenclature starting with S for our entire SUV range, so there's a consistency."

However, Kia freely admits Aussies are not in love with the new name.

"No-one is offended by it. No one is – should I say? – praising it highly either," said Rivero.

There's no denying that cool names help sell more cars. But it's a dual-edged blade. In some instances a poorly chosen moniker has the potential to do the opposite and compel a customer to look elsewhere.

There have been some shockers in the past, such as the Mitsubishi Starion. It's understood the car was supposed to be Stallion, akin to a Mustang, but the mid-1980s Japanese sports car's name was lost in translation.

Brands like Audi, BMW and Mercedes tend to play it safe with number and letter designations, such as the BMW 330i, Audi Q5 or Mercedes-Benz A-Class.

Kia and its sister company Hyundai have taken more risks with vehicle names.

Given the new Kia Seltos ticks a lot of the 'must-have' boxes for small SUV customers -- including class-leading technology, cabin/boot space and warranty -- it has huge sales potential.

On sale in Australia from October priced between an estimated $25,990 and $39,990, Kia’s new small SUV has the potential to become the brand's top-selling models.