i think naming a car has the same effect as naming a ship.. i think its pretty personal between the captain and ship. so why not car and driver?
besides.. anyone can have a "camaro" or whatever but with the time, love and modifications put into "your" ride then it doesnt qualify as the next guys "camaro" anymore.. in which a name is suitable.
and my cars name was derived from the spiderman character.. the two have similar qualities..
I would have to agree with others, that if the car is going to get some PR a name is a good idea. Shows like Rides and Overhaulin have really brought cars to the general public and with that the PR. In that case a name is cool, but if your calling your beat up 75 nova by a name people my look at you funny.