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Beware the Badge: Monikers of Performance

Posted in car modifications, Cool Stuff by MrAngry | April 5th, 2010 | 3 Responses |

Mercedes Benz AMG

Since the 1950’s manufactures have been giving their performance cars special monikers to make sure that people knew they were in the presence of something special. They would designate everything from engine size, to special features to the tuning company that may have made some performance modifications. For the most part these badges are found on the front fenders or rear deck lid, but truth be told, nowadays they can be found almost anywhere on the vehicle. Just about every automaker, foreign and domestic utilizes this marketing tactic to set themselves apart. It’s a great strategy and for the owners of these cars, those monikers are badges of honor.

• Chrysler SRT

Chrysler SRT Division

• Ford SVT

Ford SVT

For example, Ford uses SVT, an acronym which stands for “Special Vehicles Team”, Chrysler has their SRT division for “Street and Race Technology”, and GM utilizes the letter “V” as in CTS-V, it stands for “Voracious”. These bits of exterior automotive information lets those who follow behind know that they are in the company of a vehicle that will most likely give them a good run for their money.

• Cadillac V

Cadillac CTS-V

As mentioned foreign automakers also take part in the fun. Mercedes has been using AMG for years. AMG was founded by Hans Werner Aufrecht and Erhard Melcher in 1967 and stands for “Aufrecht Melcher Grossaspach”, where Grossaspach is the town which AMG was founded. BMW uses the letter M which stands for “Motorsport”, and Audi the letters RS for “RennSport” (German for Racing Sport).

• Audi RS

Audi RS



This is automotive marketing at its finest and people will pay big money to have one of these badges adorn their fenders. The fun really comes into play when you see two of these factory hot rods line up against each other as not only will you have a great head to head run, but the drivers will each be gunning for factory pride.

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3 Responses

  1. a says:

    the point is are they really worth it?

  2. DaveMofo says:

    And the ricers know the badge is cheaper than buying the real thing!

  3. Dave says:

    DaveMofo; Yep, it’s amazing how many red R’s I see on rice cookers.