General Motors is hard-spinning its bankruptcy as a positive revitalization for the venerable brand. But apparently, one way being contemplated to complete the reinvention is by ditching the now-tainted name “General Motors” altogether.

GM is already starting to rename parts of its business. Its investment-management arm, General Motors Asset Management, is now Promark Global Advisors. The banking arm of auto finance company GMAC Financial Services last month changed its name to Ally Bank.

And, on paper at least, the “new GM” — separated from the “old GM” in the Chapter 11 bankruptcy process — is already operating under a different name in court filings: Auto Acquisition Corp.

Not that keeping the GM nameplate up for public-opinion target practice isn’t paying off:

Allowing the GM name to take the heat makes it a kind of shield for its individual brands, such as Chevrolet, GMC, Cadillac and Buick, that are more closely associated with individual cars, Mike DiGiovanni, GM’s executive director of global market and industry analysis, said during a monthly sales conference call in April.

“What we’re seeing is the GM brand gets dinged big time in terms of considering a GM vehicle,” he said. “But when you look at Chevrolet, Cadillac and our other brands, they haven’t changed.”

But sooner or later, that umbrella-brand flak-jacket’s probably going to have to go. Probably for the best, too. Such a generic, monolithic word combination hearkens back to 19th-Century naming conventions, ala Standard Oil (now ExxonMobil). Here are a few humble suggestions for a new automotive identity:

GenMo - A shortening of the current name, tailored for today’s shorter attention spans. Preserves the equity of decades’ worth of branding, while making it that much easier for disgruntled customers/employees/creditors to spit out as a curse.

Admiral Motors - Preserving the military-ranking motif, which, while not intentional, is probably wrongly assumed as such by a good chunk of customers out there. If you can’t win on land, take to the sea! Plus, it’s in line with the subliminal car model naming convention of suggesting positive qualities: Integra for “integrity”, Supra for “super” or “superb”, and thus “Admiral” to evoke “admirable”.

Autovate - Automobiles + innovate. Or motivate. That’s the ticket!

FaceCar - Because everyone’s on Facebook, right? May require that the social networking site to agree to a shotgun merger with the carmaker, thus causing FB to surrender a big chunk of that $10-billion valuation (as though it actually existed).