UK: DEADLY SERIOUS DEBATE - LANCIA'S NEW CAR - THE DEDRA.

UK: DEADLY SERIOUS DEBATE - LANCIA'S NEW CAR - THE DEDRA. - Lancia has recently produced a new car - the Dedra. How do you pronounce "Dedra"? "However you like," said a local garage. "Dead-rah or deed-rah."

by Kevin Goldstein-Jackson.
Last Updated: 31 Aug 2010

Lancia has recently produced a new car - the Dedra. How do you pronounce "Dedra"? "However you like," said a local garage. "Dead-rah or deed-rah."

"It's Dead-rah," said a Lancia spokesman. "It's a made-up name designed to conjure up thoughts of geometrical shapes and follows on from our cars which used to have names like Greek letters - Gamma, De1ta."

I asked if a car that sounded like "dead" might not deter people from buying it, for fear of being dead in a car accident. "I don't think so," replied the spokesman. "In Italian it probably sounds completely different - like day-drah." It reminds me of the Volvo 440. In Hong Kong the number 4 is considered by many Chinese to be unlucky. Two fours is very bad luck. Volvo did not sell many 440s in Hong Kong.

Find this article useful?

Get more great articles like this in your inbox every lunchtime

The questions to ask when everything is unknown

Systemic intelligence is an indispensable skill for business leaders.

How to stop your culture going back to normal after COVID

In this video, Capita's Melanie Christopher and Greene King non-exec board director Lynne Weedall discuss...

This isn't just a health crisis, it's an equality crisis

Inspiring Women in Business winners: In the “new normal”, we must make sure that female...

How to build an anti-racist business

You don't need a long history of championing equality to make a difference.

What are Simon Roberts’ big 3 challenges at Sainsbury’s?

The grocer's new CEO has taken the reins at a critical time.

Should CEOs get political?

The protests that have erupted over George Floyd’s murder have prompted a corporate chorus of...