The "Enclave"?

Suppose you are in the marketing department of a gigantic manufacturing company that is floundering under the weight of old products and sinking market share. Your engineers design new products, and you announce that you are ready to fight your way back to glory with them.

Do you name your new cross-over SUV's "Outlook", "Acadia", and "Enclave"?

Do some word association games. What comes to mind?

Buick Enclave. Ethnic enclaves. Srebrenica. Being surrounded. I imagine that GM was shooting for exclusivity with this name, but they tried too hard. I don't know if other people get a positive association from Enclave, I certainly don't. And the car doesn't look like an enclave, it looks like an overfed tiger, or a carnivorous jelly bean.

GMC Acadia. (blank...) Acacia? Trees? Some town in Pennsylvania? What does this have to do with GMC? Shouldn't a GMC have a tough name, like "Stumpmuncher" or "Towmaster"or something? Or something that evokes rugged wilderness, like Serengeti?

Saturn Outlook. Email. Microsoft. Weather forecast. This one is really dumb--most of the middle class and upper middle class GM is targeting with this vehicle will make the email association. Here's an idea: since the brand name is Saturn, how about using an astronomic name, like Io. Or Titan (oops). Pathfinder (nope). Transit... Galaxy... Rover... Explorer... Voyager... rats. Never mind.

If I was in charge, I would have named the Buick Acadia, and the GMC Chesapeake. The Saturn crossover could be called Endeavor* Apollo.

*Sorry, I don't know the names of all of Mitsubishi's products. I am impressed that anyone does.