AKRON—Goodyear's new Gemini concept is, the company said, a ``culmination of two years of preparation by hundreds of individuals focused on one goal: the dawning of a new era of automotive care.'' After considering hundreds of possible replacement names for its elderly Certified Auto Service stores—some of the rejects were ``Servicewise'' and ``Tech Center''—a dealer advisory board settled on Gemini.
Part of the problem with a ``Goodyear'' service center is that many motorists associate that name strictly with tires instead of automotive service as well, a company official said.
So why the selection of an astrological sign?
The tire maker explained that the new name:
Will help ``leverage'' the stores' alliance with Goodyear but still be recognizable;
Is ``neutral'' and can take on positive attributes;
Represents the ``twin pillars'' of car care and tires;
Harkens back to the U.S. Gemini space program of the 1970s and represents ``technology'' in the minds of consumers;
Is alliterative—say Goodyear and Gemini; and
Is astrological and timeless—``so Gemini will be there as long as stars are in the sky.''