According to The New York Times General Motors sent a memo to Chevrolet employees at its Detroit headquarters talking about the importance of “consistency.” One way to promote consistency as suggested by the memo was to stop saying the long popular “Chevy” nickname.
“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 memo said, which was signed by Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, the G.M. division”s vice president for marketing.
“When you look at the most recognized 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,” the memo stated. “Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer.”
Well, many were quick to become critical of the memo so GM decided to release a short statement saying:
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.”
– By: Omar Rana
Source: GM, New York Times