Skoda has unveiled the name of its upcoming flagship seven-seater electric vehicle: the “Peaq.” While unconventional, the name is deliberately memorable and stands out in an increasingly homogenous automotive landscape. The choice reflects a broader trend of automakers struggling to create distinct identities amid a flood of generic alphanumeric designations.
Why This Matters
The automotive industry is moving toward electrification and simplification. While efficiency is important, car names have historically been a key branding element. The “Peaq” name breaks with the trend of sterile, numerical labels, tapping into the emotional side of car buying. Consumers don’t just want transportation; they want something recognizable and engaging.
Skoda’s Naming Strategy
Skoda has a history of SUVs ending in “q,” with gasoline models starting with “K” (Kodiaq, Karoq, Kamiq) and EVs with “E” (Enyaq, Elroq, Epiq). The “Peaq” name both continues and subverts this trend, fitting into the lineup while still being unique. This approach contrasts with Volkswagen—Skoda’s sister brand—which has increasingly relied on alphanumeric naming schemes.
The Power of a Memorable Name
In a market saturated with unfamiliar brands and indistinguishable models, a name like “Peaq” ensures the vehicle won’t be forgotten. The name’s slight absurdity makes it stand out, similar to the Suzuki Jimny, Dacia Bigster, or BYD Dolphin Surf. Many beloved car names now sound unremarkable only because familiarity has normalized them.
The most successful car names aren’t necessarily logical; they’re memorable. Skoda’s “Peaq” demonstrates that a little personality can go a long way.
Beyond Branding: A Call to Action
The name invites engagement beyond just product recognition. A tongue-in-cheek suggestion for Skoda to compete in the Pikes Peak International Hill Climb—dubbed “Skoda Pikes Peaq”—highlights the playful potential of the branding.
The Skoda Peaq name is not just a label; it’s a statement. In an age of blandness, a little silliness can be a powerful differentiator. The car industry needs more names that stick in your head, and the Peaq does just that.
