Company wants to present a more consistent brand message
10 June 2010

Chevrolet can no longer be referred to as Chevy by employees, as part of a company plan to present a consistent brand message to potential customers.

A leaked GM memo 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.

“When you look at the most recognised brands throughout the world, such as Coke or Apple for instance, one of the things they all focus on is the consistency of their branding. Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer.”

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.

The decision comes despite Chevy being one of the most famous nicknames in industry, and the company itself making extensive use of the moniker in its advertising and promotions campaigns.

Nor did the memo acknowledge that Coke is, in fact, a nickname for Coca-Cola, or that Apple tends to promote its products rather than itself as a brand name.

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Comments
28

10 June 2010

LMFAO ! - as the kids say.

10 June 2010

Good grief. What next - Jaguar not Jags, BMW not beemers...the list goes on.

Has the boss got nothing more important to do than this - what about getting a quality well designed and built car out there they can actually sell and make money on? He wouldn't care what it was referred to then I am sure!!

Fool.

To live is to drive

10 June 2010

I'm sorry, but I find this a bit petty. Surely private conversations with friends and family allow us to call things whatever we like?! Plenty of people refer to 'Coca Cola' as Coke, or Cola. If you order a Pepsi somewhere, the waiter will pitch up carrying a bottle of Coca Cola. And to be honest, what else are people going to call Apple?! 'Chevy' is simply an abbreviation - that's what we naturally call the 'old' Chevrolets. Of course, it doesn't fit as well with their current range, but surely we're allowed to call a brand whatever we like! Volkswagen don't have a go when we say 'VW', do they?! I think Chevrolet should be concentrating on building some improved cars, rather than focusing on the difference between 'Chevy' and 'Chevrolet'!

"The creative adult is the child who survived."

10 June 2010

Just call them Daewoos - much easier Chevys have should have V8s!

10 June 2010

Brilliant GM, this will soon reflect in a sales surge. God knows how much money or time in board rooms has been spent to come up with this decision, but nonetheless a job well done. Now should I refer the parent company as GM (associated with decades of mimanagement and loss making) or General Motors, I guess its time for another meeting.

10 June 2010

I've got a nickname for Chevy's boss - Kn*b

10 June 2010

And in future GM wants Opel/Vauxhall to be referred to as D.E.A.D..

Apparently the Chevy/Chevrolet thing is due to the good ole, redneck boys in Chevy's heartland - Incheon, South Korea - finding Chevy a tongue-twister, as usually they just call what they make there, dogs.

10 June 2010

[quote Autocar]Jim Campbell, the GM division’s vice president for marketing.
[/quote]

I think you should call him James Campbell

10 June 2010

I call them shite.

10 June 2010

[quote beachland2]

[quote Autocar]Jim Campbell, the GM division’s vice president for marketing.
[/quote]

I think you should call him James Campbell

[/quote]

He's the guy who penned the all-time classic 'Korean Pie', with the unforgettable line:

Drove my GM Daewoo to the levee

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