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.