Spotify began rollouts of its first IoT hardware device that includes a touchscreen, control knob, and several buttons for presets that will allow users to navigate Spotify in their cars without a phone. The device is made to fill a gap in the market: though new cars often have built-in touchscreens, the average US car age is 11 years old.
Surprisingly, the device, which is aimed at Spotify premium members, is being offered for free (with paid shipping). However, that’s not even the strangest thing about the device, which has been eloquently named…
Drumroll please…
…‘Car Thing’. No, we’re not joking.
You’d think after Spotify spent the time and resources to develop this new technology they would have put a little more elbow grease into branding, right? Though it’s certainly an odd choice at face value (but admittedly better than celebrity baby names), upon further reflection it’s somewhat genius.
The name accurately describes the device and is easy to remember. I mean how many times have you had a word on the tip of your tongue? Car Thing is reminiscent of a conjured phrase that might act as a substitute when you forget what the hell you’re talking about.
It’s also created a significant amount of buzz for the product, both in the news and on social media.
Just as we shouldn’t judge a book by its cover, maybe we shouldn’t pass judgement on Car Thing for its seemingly lackluster name.
