Mazda’s CX-30 Is Just the Right Size for an SUV

IF YOU HAVE the time—and I think many do these days—search out the famous 1955 correspondence between Ford marketing researcher Robert B. Young and the poet Marianne Moore. Mr. Young asked the poet to suggest names for new models. Moore submitted dozens of wonderful, wondrous cognomens, including Mongoose Civique, Regina-rex, Aeroterre, Dearborn Diamanté and the deathless Utopian Turtletop. These are names worthy of gods.

Car makers struggle with naming new models, agonizing over the alphanumeric vs. the imagistic (Mercedes-Benz…

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