Don't Call It Chevy!

Edward Niedermeyer
by Edward Niedermeyer

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. 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.

From a GM memo, signed by Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, Chevrolet’s vice president for marketing [via NY Times]. Chevrolet spokesfolks confirm the decision to abandon “Chevy,” saying the move comes from Chevrolet’s new ad agency of record, Goodby Silverstein. Chevrolet employees are reportedly already using a “Chevy Can,” similar to a “Cuss Can,” in which employees must deposit a quarter every time they say “Chevy” instead of “Chevrolet.” They’re serious about this thing.

Needless to say, this runs counter to most marketing trends which have tended towards shortened brand names like KFC and FedEx. Also, Chevy has been consistently used in Chevrolet marketing materials, and more importantly by artists and musicians, for decades. The idea that Chevy is somehow confusing to consumers, or weakens the brand because of inconsistency is difficult to understand. Isn’t the Chevy nickname fundamental to the brand’s approachable image? Besides, if consumers shorten the name out of sheer convenience, why pretend like the nickname doesn’t fit?

All in all, a tough decision to understand. And one with a distinct deck-chairs-on-the-Titanic vibe. Moving Chevrolet to Goodby was Joel Ewanick’s idea, and this is another of the early decisions he’s making in hopes of turning GM’s marketing around. Frankly, it seems like his first real clunker idea since joining GM.

Edward Niedermeyer
Edward Niedermeyer

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  • GarbageMotorsCo. GarbageMotorsCo. on Jun 11, 2010

    Could be worse I often referred to my Silverado as a "Craprolet". And my friends and family who were burned by Chevy products always referred to them as "P's O. S.", never Chevy or Chevrolet.

  • Bugo Bugo on Oct 26, 2010
    "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." Uh, "Coke" is short for Coca Cola. Whoever wrote this memo is an idiot.
  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
  • CanadaCraig I would like for this anniversary special to be a bare-bones Plain-Jane model offered in Dynasty Green and Vintage Burgundy.
  • ToolGuy Ford is good at drifting all right... 😉
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