Over the last couple of decades a number of automakers have transitioned from using real names on their products to often inscrutable alphanumeric nomenclature. This is particularly prevalent in the premium segments with brands like Lincoln dropping names like Continental, Zephyr and Town Car in favor of MKS, MKZ and MKT. This year, +Infiniti announced a transition from it's earlier scheme where each model line had it's own letter such as G, M and EX combined with a number that represented the engine size to a system where all cars are Q with all SUVs being QX each followed by a seemingly random number. 

Ever since Apple announced the iPhone in January 2007, it has been involved in a series of legal disputes over both that name and later the iPad. The problem is that by using a derivative of a real word, it's very difficult to find something that hasn't already been used somewhere. The word's iPhone and iPad had already been used but Apple in their usual arrogant approach pressed ahead and used the names anyway. In most cases they ended up having to reach licensing agreements to use the names, but this is exactly what automakers want to avoid. 

We may not like ridiculous alphanumeric nomenclature, but I suspect we'll have to learn to live with it.