The folks at Hyundai have a new car out called the Hyundai Equus. I'm guessing the car was named in a meeting where someone said, "You know what would really sell a lot of cars? A name that would make people think of speed and flight and a glorious feeling of freedom!"
And then somebody else around the table said, "No, we need a name that suggests sex and passion and heat and how if you drive our car, members of the opposite sex — or even the same sex if you're so inclined — will flock to you."
Whereupon the head of the company signals for the floor and in a slow, deliberate voice says, "You're all wrong. We have to give people the mental image of horses having their eyes gouged out."