Car Names

Who gets paid to give cars their names? Where do they come up with such ridiculous names?

I mean take "Charade"... I can just see two people talking:

Person 1: What sort of car do you have?
Person 2: Car? It's a "Charade".
Person 1: So you don't have a car? It's a sham?
Person 2: No it's a "Charade".
Person 1: That's what I said.
...

I can see an almost identical conversation with the "Mirage". What kind of stupid name is that? Why do you want a car that's a charade or a mirage?

One of my other favorites is the "Prelude". Prelude to what? I think I'll wait for the real thing thanks.