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UPDATE: "Chevy" Brand Name Gets the Boot? GM Says It's OKTo Say Chevy

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On: Thu, Jun 10, 2010 at 4:34PM | By: Sherry Christiansen

UPDATE: <strike>"Chevy" Brand Name Gets the Boot?</strike> GM Says It's OKTo Say Chevy

According to the New York Times, GM has ordered that Chevrolet can no longer be referred to as “Chevy” by any of its employees, as part of a new company marketing plan to present more of a consistent branding of the company’s name to its customers.

GM sent out a memo to Detroit this week stating: "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 was signed by Jim Campbell, the GM division’s vice president of marketing and vice president of Chevrolet sales and service, Alan Batey.

“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. Why is this consistency so important? The more consistent a brand becomes the more prominent and recognizable it is with the consumer.” The statement disregards the fact that “Coke” is a nickname for Coca Cola, or that many products made by Apple have their own niche labels such as iPhones—many consumers are not even aware that iPhones are made by Apple. GM will be hard pressed to find a patron who doesn’t realize that Chevy vehicles are made by Chevrolet—or GM, for that matter.

According to the New York Times, “As of Wednesday night, the word 'Chevy' appeared dozens of times on Chevrolet’s web site, 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”—hmmm—it seems that it may take more than just a memo to erase an icon that has been so inundated into America’s culture.

Not saying “Chevy” in America is like not calling our country “the good old U.S.A.” What could those marketing gurus be thinking when they ask people to erase one of the most famous nicknames in the history of the automotive industry, not only by its loyal customers, but by the company itself, having used the name for decades in all types of advertising campaigns and promotions. One of the most well-known slogans Chevrolet used was “Baseball, Hotdogs, Apple Pie, and Chevrolet.” The end of the commercial actually states, “baseball’s changed a little over the years, but not America’s love of the game—or love for Chevy.” So apparently now America’s love for ‘Chevy’ is being ordered to change, and while there is no doubt that the automotive industry is all about transition these days, some things, such as the famous “Chevy” name, are better left alone—don’t you think?

UPDATE: About two hours after this story dropped, earlier this morning, Chevrolet, through GM, released a press statement saying they had decided to keep the word "Chevy" in their marketing. Uhhhm, make up your minds guys, you got called out on the whole 'Coke' thing by the entire world and now you're back-tracking? That is something Kenneth Lay would do . . .

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James Roberts | 9:39AM (Fri, Jun 11, 2010)

Reminder to GM - "Chevy" is your official name for your Truck Division... oh no!!

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