How the Maruti Zen got its name

On May 1, 1993, Maruti Udyog Limited (as it was known then) launched a car that created its own place in the annals of Indian motoring history… the Zen. The brand does not exist anymore and interestingly neither did it exist then anywhere in Suzuki’s global portfolio. So, 30 years on, here’s a look back at not the product but the moniker.

The name was chosen in February 1993. The marketing department announced a naming contest for a vehicle code-named YE-2. The participation was impressive and close to 50 entries were received. The then director of Marketing & Sales, Kozo Senga, (Senga-san to all of us) liked the name “Zen”. It happened to be one of the two names I entered, the other being ‘Caligula’ (please don’t ever ask me why!). Senga called me and asked why the name Zen. Was it because of Japanese technology? I told him that I had spent some time with the vehicle before coming up with the name. It looked harmonious and calm from the outside, sweetly silent when you started it, but once you shifted gears and pressed the accelerator, it was like a manic beast. Yet, you could control it, at your command, due to its excellent handling dynamics. You had the power when required, but also the control to use it responsibly. That, to me, was the essence of Zen philosophy, hence the name. Senga smiled and said, “Thank you Avik-san for suggesting such an apt name.” As a greenhorn product manager just into the second year of my first job, nothing could have been better.

Not many knew within the organisation that I had given the name; that factoid was not important in the larger context. People in general loved it. It was crisp, sounded modern yet had this strong connect with Japan. It was easy to pronounce. One media report also creatively called it an acronym for “Zero Engine Noise”.

A month later, a press article mentioned that the advertising agency had given the name. That was a bit of a dampener for me. Senga swung into action. He found it demoralising for the person who had given the name. The publication was sent a communication with a clarification. And suddenly people knew. On June 18, a small ceremony was held where RC Bhargava and Senga handed me a Certificate of Appreciation for my contribution. And to add to my surprise and delight, Senga gifted me a Pasha de Cartier pen! He had thoughtfully asked the head of exports, Rakesh Gupta, to get it on his way back from an overseas trip.

The certificate has stayed secure in my mother’s home locker since then. Right next to the pen.

Zen!

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