The Chevy Incident: Old GM Alive & Well

Just when you think the strangeness has settled down inside the Tubes at General Motors’ headquarters comes the news that Chevrolet chieftains sent a memo to staffers to stop using the nickname Chevy.
The logic (?) if there is any to be found in this memo was to present a consistent brand message by referring to  GM’s volume brand only as Chevrolet as it expands globally.
The New York Times broke the story June 10.

The story immediately got the industry grapevine buzzing over the nonsensical mandate. Doesn’t Chevy have bigger problems than this to deal with?
Why does it matter? You can’t force tens of millions of owners and non-owners here and around the world to call your brand what YOU want to call it. It shows the old GM is alive and well, issuing ridiculous, top-down edicts.
Plus, Chevrolet uses Chevy in ads like this one

So – there’s a disconnect, since they’re telling staffers to do something opposite of what they are doing.
But wait!
After the hornet’s nest was stirred to a frenzy over the story yesterday, GM backed down issuing this statement
“Chevy” will continue to reflect the enthusiasm of customers and fans
DETROIT — Today’s emotional debate over a poorly worded memo on our use of the Chevrolet brand is a good reminder of how passionately people feel about Chevrolet. It is a passion we share and one we do not take for granted.
We love Chevy. In no way are we discouraging customers or fans from using the name. We deeply appreciate the emotional connections that millions of people have for Chevrolet and its products.
In global markets, we are establishing a significant presence for Chevrolet, and need to move toward a consistent brand name for advertising and marketing purposes. The memo in question was one step in that process.
We hope people around the world will continue to fall in love with Chevrolets and smile when they call their favorite car, truck or crossover “Chevy.”


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