“Ultra-Searchable” Car Shopping Platform Name
PROJECT: Name an “ultra-searchable” car shopping platform that helps people find the exact automobile they are looking for down to the finest detail.
KILTER: In working order. Good condition; proper form; order. Proper or usual state or condition. Idiom: “in good kilter.” Synonyms for kilter: condition, form, health, keeping, order, repair, shape, trim. Idiom: “Out of kilter” of “off kilter”: Out of harmony or balance.
BRAND POSITIONING: The founder of this startup had a dream: he wanted to create a company built by and for people who love cars — people who believe their car is a form of personal expression. He and his team are as passionate about helping people have a fantastic car-buying experience as they are about the cars themselves. And for that, it all comes down to the search process. “Ultra-search,” in fact, far beyond what any other car-buying service offers. A key driver of the process was to develop a name totally unlike those of all the competitors in this space, nearly every one of which has “auto” or “car” in their name or has some banal reference to cars.
This was an amazing client, one of the most engaged and enthusiastic we’ve ever had. And that naturally led to a “short” list of over twenty fantastic potential names at the end of the project. After much careful deliberation, our client chose Kilter as the name of this new brand. Unique, disarming, unusual, and fun to say, Kilter maps to the ability of this web platform to bring proper form and harmony to the car-finding experience. Kilter’s mission is to be the most powerful new car search engine on the planet for people who are knowledgeable, informed, and passionate about cars. Kilter is a name that defies expectations, just as this service runs counter to the typical car-buying experience. As a bonus, our client loves that Kilter rhymes with “filter,” since this is the new, better way to filter new cars.
Here’s what the Kilter website has to say:
You’ve done your research, you’ve weighed your options, and you know what you want. Now you need to find it.
Kilter lets you search all national new car inventory at the window sticker level. Every color, interior, package, and option. Now you can build a search in seconds, find your perfect car in minutes, and — sooner than you thought possible — be driving a car you love.
No overly generic filters. No inaccurate and missing vehicle details. No ‘close matches’ you don’t care about. No ads or sponsored listings to distract you. Our mission is to be the most powerful new car search engine on the planet for people who are knowledgeable, informed, and passionate about cars.
Most people are familiar with the idiom “off kilter” — now we can all experience the delight of being on Kilter.
“‘Kilter’ hooks people. More importantly, it hooked me in a way I never thought I would need. It’s given me the ability to keep going when it seemed totally pointless to do so, and I’m thankful to Zinzin for that. Defining our name when there was literally nothing else became a motivating force for me.”
—Chris Jackson, Founder, Kilter
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