When Corporate Renaming Goes Bad

Back in 2002, I was excited at the prospect at using the Internet to help me get the lowest price on the new car I was planning to buy, a new Honda Odyssey minivan. But, I ended up being disappointed, for in Canada there was little advantage in going-Internet for car buying -- at least new cars.

(Used cars is another matter: In the last year my son used Web sites to narrow down used car dealers with potential second-hand cars, without needing to physically visit each place of business. In both cases, he ended up with a car he wanted in his price range.)

I did sign up with one site, AutoWeb, that allowed me to get online quotes from three dealers. I think it cost me $35. Wasn't worth it: I ended up getting the best price by haggling with the salesman, even after he declared that Odyssey prices were firm -- nevertheless I paid $1350 less than sticker.

All this long intro just to point out that AutoWeb has changed its name. Now, AutoWeb is a very good name; instantly, it tells you what it's all about: automobiles on the Web.

The new name is a groaner:

Trubiquity

I s'pose it's a combo of True and Ubiquity. The name change came about following AutoWeb's purchase by Secorex. Secorex. I can see why they didn't like a straight-forward name like AutoWeb.