General Motors said this morning it will ditch the shortened nickname "Chevy,"

[csv8]

General Motors said this morning it will ditch the shortened nickname "Chevy," instead opting for the full three-syllable "Chevrolet" when talking about the best-selling brand.

"Because Chevrolet is one of the fastest growing automotive brands globally, we will use Chevrolet in internal and external communications," the company said via its corporate Twitter account this morning. "We love when people call us Chevy and we are not trying anything to change this."

So, is it Chevy or Chevrolet? The reaction to the announcements was nearly universal from everyone I spoke with this morning.

"I think it's asinine," said Jim Bulin, an automotive consultant from Detroit. "I think when that gets broadcast to the general public, if it registers at all, those who already have a dim view of the empty suits in Detroit will only have it reconfirmed by this."

The company will change to use of the full name only in messaging and branding. A memo leaked to The New York Times said that the company even made a recommendation for how employees speak with their own families.

"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 Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, the G.M. division's vice president for marketing.

The decision seemed to cause a bit of stir in Detroit, no doubt energized by a whirlwind of marketing changes at the company happening in parallel. Chevrolet itself has seen three different ad agencies in as many months. On Thursday, company executives seemed to grasp how the memo was taking on a life of its own and issued the following statement:

"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."

The move won't be cheap. The company's various advertisements, websites and dealer signs still make heavy use of the "Chevy" name.

[HULK EF]

WOW! thought they had bigger problems than ow their name is prenounced...

[ebxr8240]

Ha?? Yea just keeping the exposure out there.. G.M are very good at that !!!
Like it's going to make any difference ??

Can Daewoo be shortened ??

[csv8]

Originally Posted by ebxr8240

Ha?? Yea just keeping the exposure out there.. G.M are very good at that !!!
Like it's going to make any difference ??

Can Daewoo be shortened ??

HOLDEN !!!

[Elks]

Originally Posted by ebxr8240

Like it's going to make any difference ??

Can Daewoo be shortened ??

No, Holden still has 2 syllables.

[RedHotGT]

Yeah of course it can be shortened...

it can be AXED.... like the name "Chevy"

I can't believe they've actually spent time discussing this...

Almost like the VIC Police discussing that if they were wearing BLACK uniforms instead of the traditional blue, then they would have control of the streets!!!

Perhaps if they looked at the board of directors at Chev-ro-let and realised that those who are in control are not 'car' people - they'd have a fighting chance...

[Iggypoppin']

The companies in debt up to it's bowtie, and this is all they give a stuff about? Talk about priorities...

[Jason[98.EL]]

Originally Posted by Iggypoppin'

The companies in debt up to it's bowtie, and this is all they give a stuff about? Talk about priorities...

was thinking the same thing

Stuff the fact that they have debts to pay off they want to spend the $$$$ on a name change/fix

oh well should be interesting to say the least

Jason

[Fireblade]

Any publicity is good publicity when it comes to GM

Won't stop me calling 60's impalas the Heavy Chevy

[OzJavelin]

Originally Posted by loftie

Perhaps if they looked at the board of directors at Chev-ro-let and realised that those who are in control are not 'car' people - they'd have a fighting chance...

.. and they are letting Marketing people who know nothing about cars control their thinking.

When Chevy stop becoming a car company of choice for enthusiasts, affordable, interesting cars are doomed ..

[vztrt]

http://www.caradvice.com.au/70286/yo...ays-chevrolet/

You can still call us Chevy, says Chevrolet
By Tim Beissmann | June 11th, 2010

Chevrolet today responded to public uproar over its internal employee memo encouraging the use of the name “Chevrolet” rather than “Chevy”, admitting that it was “poorly worded”.



The original debate started on Tuesday in the US when The New York Times published a message signed off by ex-Holden boss, now vice president for Chevrolet sales and service, Alan Batey, and GM vice president for marketing, Jim Campbell.

The memo emphasised the importance of delivering a consistent brand message and encouraged employees at the company’s Detroit head office to stop using the name Chevy.

“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 read.

“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 recognisable it is with the consumer.”

Ironically, the two examples used, Coke and Apple, are both used more sparingly by those corporations, who prefer Coca-Cola and, in Apple’s case, the specific product names such as iPod or iPhone.



But following days of obvious uproar from fans, Chevrolet today released a statement encouraging the use of the Chevy name among customers and followers of the brand.

“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 favourite car, truck or crossover a ‘Chevy’,” the statement read.

It did not, however, retreat on the earlier memo for employees to stop using the name Chevy.

[The Yeti]

Chevy sounds dodgy

I like the plane old single syllable CHEV

[FG XR]

how do they think they will get rid of that nickname? Everyone calls them chevy.

Goodluck to them. pfft.

[Mr Brooksy]

Originally Posted by csv8

"Because Chevrolet is one of the fastest growing automotive brands globally..."

Really is this true? Or are they doing the... 'they are a new company and the figures they use suppose that the old GM aren't counted in their previous sales figures'?

I'd be surprised if they really are growing that quickly if they compare their sales figures to the past 5 years. But Im only guessing here! Aren't Hyundai and Ford in the states growing heaps and the others floundering around? That's what I remember hearing late 2009.

[Fordmuscle1965]

Originally Posted by Mr Brooksy

Really is this true? Or are they doing the... 'they are a new company and the figures they use suppose that the old GM aren't counted in their previous sales figures'?

I'd be surprised if they really are growing that quickly if they compare their sales figures to the past 5 years. But Im only guessing here! Aren't Hyundai and Ford in the states growing heaps and the others floundering around? That's what I remember hearing late 2009.

Rebadging daewoohoo's with a chevrolet tie!

[GasoLane]

Wont matter what the head office calls it. Them thar good ol' boys will still call it a 'Chebby'

[gtxb67]

has anyone thought of their fans - not many of them can pronounce chevrolet - too many syllables

[xr8 utey]

i wonder what mr chase's thoughts are on this subject?
would he have to change all of his identification docs?

[302 XC]

so it was the parent company that the name "chevy" came from ???
or was it a name the general public came up with ???
either way shut the doors for GM i think
they run major debts up and put their hand out for the government to help them
good management right there i say
isnt FORD the only manufacturer not taking hand outs ???
when the storm is over will people remember this ???
wonder if holden are looking into changing
"crumpledore" back to commodore ???

[TUF_302]

Slow news day or something?? Personally ill still call them Chevys

[prydey]

Originally Posted by gtxb67

has anyone thought of their fans - not many of them can pronounce chevrolet - too many syllables

and the ones that can master 3 syllables will pronounce it chevro'let' not chevro'lay'!!

[Express]

No Chevy or Chevrolet for us.

My father called them Chev, I call them Chev, my sons call them Chev and hopefully my grandchildren will call them Chev. We are just simple folk.

.

[dannyhilton]

I for one think this move makes sence, especially from a global point of view. Having the two names can be seen as confusing to consumers, and we must remember most people who buy cars doesn't know a great deal. I guess this is the marketer in me coming out, but I honestly think it's a logical move. Expensive, yes, but there is no point half assing things, you have to establish the basics so the bigger moves you make have a solid foundation to stand on.

But even I think they have much bigger problems right now. While this move doesn't make a whole lot of sence to some, as they are short on chase right now, but now is the time they can reinvent the company, yes their products lack finess, but if in five years the company is back on it's feet, it makes it difficult to make substantial changes and have them stick. They will however have a lot of trouble trying to get consumers to know them not as just Chevy, big job!

[MethodX]

They have started paying the money back so good on them.
Good to see, we want to see more westewrn companies surviving fighting Toyota and Honda.

Hopefully they will bring out more RWD stuff.

[Lukeyson]

Originally Posted by Elks

No, Holden still has 2 syllables.

But when said by your average bogan its the one syllable "oldn"