As many of you know, several months ago we decided to change our name to avoid a costly trademark battle. At the time, I was not too happy about changing our name, but I am extremely pleased with our new name and the process we followed to come up with it. As the saying goes, we turned a lemon into lemonade.
We wanted our name to be something that was created from within. Furthermore the process of developing the new name was a great team exercise. While it wasn’t easy, I couldn’t be more impressed with the energy and creativity of the team. We went through thousands of potential names and selected a powerful, timeless name that illustrates who we are as a company, how we blend with the natural environment and what we seek to do within the industry.
The name pays homage in part to the Indian River Lagoon, which is walking distance from our facility in Rockledge, Florida. The name represents a blend of the words Indian and River – taking the first three letters of River and the last three of Indian. When we thought about the parallels between a river and our company, it felt perfect. Rivers are powerful enough to reshape their landscapes and we intend to dramatically reshape the way vehicles are designed and manufactured.