Chevrolet has conceded that its memo telling employees to stop calling the company Chevy was "poorly worded".
A leaked GM memo revealed the firm's wish to present a consistent name in public. It revealed: "We'd ask that whether you're talking to a dealer, reviewing dealer advertising, or speaking with friends and family, that you communicate our brand as Chevrolet moving forward."
The document was signed by Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, the GM division’s vice president for marketing.
Following a public outcry regarding the announcement GM issues a new statement. It read: "'Chevy' will continue to reflect the enthusiasm of customers and fans
"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.'"
Pointedly, however, GM's statement did not retrat its request for employees to henceforth use the name Chevrolet.