First, Toyota Motor Corp. showed its “ist” concept car at last year’s Tokyo Auto Show, choosing to name it after a suffix that denotes the superlative. Rival Honda Motor Co. Ltd., not to be outdone in the esoteric name category, has now released the “That’s,” a boxy minicar, in the Japanese market. The name “That’s,” Honda says, was inspired by the phrase “That’s it,” uttered when people identify something they like (as opposed to when they are fed up). The avant-garde name no doubt ...

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