• Jun 10, 2010
Were you one of the many that thought the apocalypse must be nigh for General Motors to suggest that we should stop referring to Chevrolet as 'Chevy'?" Yeah, we understand. After all, the nickname is as American as baseball and apple pie... or something like that.

With that in mind, GM has issued a clarification on its official Facebook page as well as in an official statement (available after the jump), blaming a "poorly worded memo" for the kerfuffle. Further, GM seeks to reassure the masses that they are free to refer to Chevrolet as Chevy if they so choose (whew!). Says The General, "In fact, we like when people call it "Chevy." It reflects 100 years of history and connection with the American People."

So, it would seem that we can call off the dogs, so to speak. But we feel obliged to make one thing clear – Do not expect General Motors to refer to its most popular marque as 'Chevy' moving forward:
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.
So... has this been much ado about nothing, or are you still miffed? Check out the release after the jump, and then have your say in 'Comments.'

*UPDATE: GM social media spokesperson Joe LaMuraglia has confirmed via Twitter that GM "will use Chevrolet in our branding and messaging for brand consistency."

[Source: Chevrolet Facebook]

Show full PR text
Statement on the use of Chevrolet and Chevy
"Chevy" will continue to reflect the enthusiasm of customers and fans


2010-06-10

DETROIT -- 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."

###


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 53 Comments
      • 4 Years Ago
      This is nothing unusual in a corporate environment. Anytime you get marketing consultants or PR department, they always talk about brand image and potential to dilute a name by using more than one term to refer to the same product. I remember my company's marketing department asking us to stop using our acronym in client communications because they wanted people to focus on one name.

      It never amounts to anything because it is very difficult to control speech.
      • 4 Years Ago
      I wonder if Lamborghini is going to make people stop calling their car a Lambo. That is the only reason that I dont buy at least 6.
      • 4 Years Ago
      As I pointed out in the original thread, this was a memo to GM employees. Not a memo to the press, not to dealers, nor to you and me.

      And while they're missing an opportunity to go with "Chevy" instead (viz. Coke, FedEx, KFC, etc. from TFA in the NYT), it's their marketing they're talking about.
      • 4 Years Ago
      AMURO..." So far it ain't happening, just a shuffling of one federal fund pile to fill in the hole left by another." So what you are saying is if you took out a loan for $6000 to repair your kitchen and you used none of it because you were doing ok with what you had in your savings and you paid it back .....you were shuffling money and didnt pay it back?? Is that really what you are trying to say? That statement doesnt make sense...and as far as the paying you back...well GM bought stock in GM...when the IPO is released you will more than likely be barking because the Government will make money off of the stock sale as it will be worth more then than when they bought it. I suppose you are one to commend Ford because they didn't take bailout money either right?? Well they did get it..to the tune of $6 Billion...and where is that money?? Did they have to pay that back? What about the Japaneese CFC that took place ...only Honda and Toyota benefited from that program because IMPORTS were banned from the program..why aren't you complaining that your tax dollars were basically given to a foreign owned and operated country? Those are MY tax dollars that went to support companies that do nothing to benefit me. Consider those things before you bash a company you know nothing about...other than the fact that you complain about having problems with one of their cars...obviously just bitter over a man made piece of machinery.
      • 4 Years Ago
      90% of people say when i say my first name " You got a long first name < and a smile> " , so i say a 4 letter name for them.

      How GM expects people to spell chevrolet ( cut and pasted from top) correctly when this is the case - do they want to do a brain exercise ?

      Chevy is 5 letter still can remember and pronounce better :-)
        • 4 Years Ago
        As long as that name isn't a four-letter word. ;)

        I have a really short first name, but it rhymes with a bunch of other short first names. That, and my last name--one syllable--messes with people's heads.
      • 4 Years Ago
      ...in a separate memo, employees can now also go back to calling Ed Whitacre "Eddie" instead of "Edward" again! :-)
      • 4 Years Ago
      Why are people making a big deal about this? Who cares if GM refers to the brand as Chevrolet or Chevy in their marketing? This is not news. And the first Autoblog post on the issue was absolutely ridiculous. With the way people are reacting, you would think that GM lawyers were sending cease and desist orders to every person who uttered the word Chevy.
      • 4 Years Ago
      All you LEAF LOVERS.........If you prefer this roach egg looking thing, by all means GO BUY IT. The Volt is far superior in looks and technology
      • 4 Years Ago
      Honestly I couldn't care less about what GM is up to unless its paying us back for saving their asses from the fire again. So far it ain't happening, just a shuffling of one federal fund pile to fill in the hole left by another. I, as all US Citizens should be, am an unhappy owner of GM.
      • 4 Years Ago
      Ahhhh, the wonderful new world of social media . . . and the crafty techniques used to generate publicity without spending a dime . . .
      • 4 Years Ago
      Chevrolet is a European name, I believe it comes out of France or Switzerland. Even the logo comes from across the pond. Remember Louis Chevrolet was born there.
      • 4 Years Ago
      I am sure that Chery is somewhat confused about the whole matter.
      Are they still forbidden to use their brand name in America?
    • Load More Comments