Just don't call it a Chevy...

[rwhite692]

You can't make this stuff up.






GM sent a memo this week to Chevrolet employees at its Detroit headquarters, promoting the importance of "consistency" for the brand, which was the nation's best-selling line of cars and trucks for more than half a century after World War II.

And one way to present a consistent brand message, the memo suggested, is to stop saying "Chevy," though the word is one of the world's best-known, longest-lived product nicknames.

"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," said the memo, which was signed by Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, the GM division's vice president for marketing.

As of Wednesday night, the word Chevy appeared dozens of times on Chevrolet's Web site, Chevrolet.com, including a banner on the home page that said, "Over 1,000 people a day switch to Chevy." One of the dropdown menus was "Experience Chevy." On Facebook, brand pages include Chevy Camaro, Chevy Silverado, and Team Chevy.


If taken to its logical conclusion, Chevrolet would presumably need to ask Jeff Gordon, the four-time Nascar Sprint Cup champion who currently races a Chevrolet Impala, to change the Web site address--Jeffgordonchevy.com--for his dealership in Wilmington, N.C.

Klaus-Peter Martin, a GM spokesman, confirmed the memo. "We're going to use Chevrolet instead of Chevy going forward in our communications," he said in a telephone interview, and linked the change to the move to Goodby.


Worthington, the branding expert, said Chevrolet seemed unclear what the brand stood for. But ultimately, he said, consumers "will call you whatever they want to call you."


But not Chevrolet staff members.



A postscript to the memo says a sort of cuss jar--a plastic "Chevy" can--has been situated in the hallway. "Every time someone uses 'Chevy' rather than Chevrolet," the note said, the employee is expected to put a quarter in the can".



Full Article:

http://news.cnet.com/Saving-Chevrole...3-6250622.html

[XcYZ]

I don't know if I should laugh or cry... WTH...

[buickfunnycar.com]

Scott (Bonzohansen) already posted up on nastyz saying that was false...

[rwhite692]

Really? Wow...Someone needs to tell the NY Times so they can retract it then...

Wait...

The message says:




http://wheels.blogs.nytimes.com/2010...poorly-worded/

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.”


So that would seem to indicate that the internal memo indeed does instruct GM employees, marketing, etc. to quit using "chevy". Interesting.

Definately some fancy footwork was needed to stem the damage:

http://www.mediabistro.com/prnewser/...emo_164294.asp


http://www.reuters.com/article/idUSN1024152620100610

[Serpa69]

How about Cheby

[Tuske427]

I'm not in management, but I would think that if I were, I'd spend more time making sure that my brand is offering quality product over worrying about what employees refer to it as. I can understand wanting to uphold a brand and maintain its integrity, but that's just nitpicking. "Chevy" is just an abbreviation, not a derogatory name. Americans have lazy tongues. We abbreviate just about everything we can.

[pokey64]

[svp]

Originally Posted by Tuske427

I'm not in management, but I would think that if I were, I'd spend more time making sure that my brand is offering quality product over worrying about what employees refer to it as. I can understand wanting to uphold a brand and maintain its integrity, but that's just nitpicking. "Chevy" is just an abbreviation, not a derogatory name. Americans have lazy tongues. We abbreviate just about everything we can.

I agree with you....also note though that not only Americans have Lazy Tongues....GM does too since they have stampted "Chevy" on to hubcaps and also named cars like the "Chevy II". I am sure there are more examples but it's more than a little absurd for Chevy to even think "Chevy" isn't appropriate when they themselves have branded vehicles with it.

[Racecraft]

Originally Posted by rwhite692

GM sent a memo this week...blah blah blah...

"Every time someone uses 'Chevy' rather than Chevrolet," the note said, the employee is expected to put a quarter in the can".

This is how they plan to pay back the debt

[byndbad914]

Originally Posted by Tuske427

Americans have lazy tongues. We abbreviate just about everything we can.

You mean like abbreviating Cracked Heads Every Valve Rattles Oil Leaks Every Time down to Chevrolet?



someone had to have seen that coming from some smarta$$ like me

Before the firestorm starts, keep in mind I just bought a Grand Sport...