It's one of Apple's engineering departments shortcomings...

 

Keith460,

Oh no! Maybe there's a way to send feedback to Apple. We're here if anything else comes up.

Shaay

 

For iPhone, you can give your phone a name in iTunes.

If you give your phone a unique name in iTunes, that is what will show up on sync.

Going in the wayback machine, my wife and I had the same model LG phone, and I was able to rename those in the BT settings so we could tell them apart.

I am another who would like to be able to rename the vehicle side of Sync.
Between my F150, the wife's Taurus X and a couple of Escape Hybrids we have at work, I have 4 Sync's on my phone.

Probably no hope for me with a 2008 and 2013 model, but maybe for the current and future models.
Ford, are you listening???

 

I have a unique name for my phone and it shows up in the phone name on Ford's Sync screen. But you cannot change the name of the Bluetooth device and that is what us iPhone owners want to do and can't.