Saturday, June 29, 2013

A shortage of names

The 2013 Buick Enclave (photo by General Motors)
You know the Marketing types are short (bankrupt?) on ideas  when they start naming a car "enclave", meaning a territory surrounded by another territory but is not a legal or political part of it. What does enclave have to do with a car, except for sounding novel or exotic, perhaps to a high school flunkie?
Why not autoclave? Sounds more automotive. It also sounds sterile (and boring), which is what it means: a device for sterilizing equipment.

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