Inside Ford’s Naming Machine: How ‘Namer’ and Team Vet Hundreds of Automotive Names

Ford’s internal profile of its global head of nomenclature reveals a rigorous, research-driven naming process that could affect nearly 100 new vehicle and feature names in 2026 — a process with particular resonance for Michigan’s auto community.

Ford gave a public look at the company’s nomenclature operation centered on Scott Hauman, identified in the piece as the global head of nomenclature and pictured with a Michigan license plate that reads “Namer.” The profile outlines how naming at Ford is a structured, corporate process rather than a casual creative choice.

According to the company, proposed names undergo extensive internal and consumer validation: teams typically seek 30 to 40 internal approvals and run research with about 2,000 consumers before a name is used publicly. Names also must clear approval gates including trademark checks and global meaning and translation reviews.

Ford says its nomenclature effort is busy in 2026, on pace to name nearly 100 features, services and vehicles. For Michigan auto enthusiasts and industry watchers, the piece highlights how much coordination and risk management goes into the words attached to future products — names that can influence branding, legal exposure and customer perception.

What’s next is a continuing rollout of names as approval gates are passed; Ford’s description signals that the company will keep a deliberate, research-driven cadence in naming decisions through the year.