Drove The Chevoo To The Levoo, But The Levoo Was Dry

Bertel Schmitt
by Bertel Schmitt

What would intellectual property lawyers do without China’s Chery? In 2005, a legal dispute between Chery and GM was settled after Chery swore that they would never sell a Chery car in the U.S. – GM took the position that Chery was dangerously close to Chevy. Attorneys, start your accordion file folders, here we go again:

Chery announced today a new brand. This one for new energy cars only. And it goes by the name of Chevoo, says Gasgoo. Chevoo joins a growing stable of Chery brands: Chery, Riich, Rely, Karry, and now Chevoo.

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Forraymond Forraymond on Sep 08, 2010

    Blatant thievery I say!!! Maybe we should send the Christian Crusaders to China and they can do what they did to the Americas in the 15 and 16 hundreds. A wholesome group we are...

    • See 2 previous
    • Kjs Kjs on Sep 08, 2010

      Yes, but ... "the" Crusaders were part of, you've got it, the Crusades! The last Crusade, the ninth, was fought in the Middle East. Now, there were some rather minor "Crusades" thereafter, but of those, the last being the Crusade of 1456, which was fought to end the (Ottoman) Seige of Belgrade. The common element: fighting off the Muslim infidels & regaining control of formerly Christian lands. The European conquest of the Americas was not cast even by its contemporaries as a "crusade" & there was no call from the Church for Christians to take up arms to fight the "infidels" in the Americas. So, there weren't any Crusaders in the Americas.

  • Old Guy Old Guy on Sep 08, 2010

    Enjoyable as it may be it watch Madonna's boobs bounce around, her "version" of "American Pie" is as righteous an example of a ripoff as could be imagined.

  • Robert.Walter Robert.Walter on Sep 08, 2010

    For me, this was the proof that she was a) in the midst of a mid-life crisis, or b) had begun to jump-the-shark...

  • PeriSoft PeriSoft on Sep 08, 2010

    Chevoo? Really? They think that's gonna go over here? You know, I understand that native Chinese speakers have different sensibilities and fluency levels. But that's why you hire a freaking American to tell you! Yeah. There was this video card maker, and they had slogans like, "NEW HOPE FOR MILLENNIUM WITH THE FINE JUICY COST!" and "THE GOOD IS HOT, AND THE PRICE IS YAM-YAM!" All right, I get it. You don't know English! Well, for chrissakes, send a top-end video card to some kid in Tulsa every two months, and he'll tell you that "YAM-YAM" doesn't make people want to buy stuff in the US! I don't get it. Willful ignorance combined with ethnocentrism? Or just complete and utter cluelessness? Somehow that seems unlikely; haven't any English-speaking Asian CEOs seen engrish.com? *shrug* Then combine that with the correlation with Chevy being so freaking obvious that it's hard to see it being anything but a deliberate middle finger, and damn - your shipment of fail has arrived.

    • See 1 previous
    • PeriSoft PeriSoft on Sep 09, 2010

      TNT2, actually. Was pretty good, except the TV out only worked in black and white. Powercolor was the company. Unfortunately they're much more professional now. The world doesn't have enough video cards called "EVIL KING!" and "EVIL QUEEN!".

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