Chevrolet Clarifies 'Ban' of the Word 'Chevy.' There's No Ban

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Reacting to the outcry over an internal memo from Chevrolet's VP of Sales and Service Alan Batey and VP of Marketing Jim Campbell which instructed employees to stop using the word "Chevy" when referring to Chevrolet cars, GM, this morning, released a clarification that states the brand will not, in fact, urge people to discontinue the use of the word.

The intent of the memo, instead, was to aid the brand in its "move toward a consistent brand name for advertising and marketing purposes" in relation to its foray into global markets.

While we fully understand how important "managing the brand" can be, we do wonder what Batey was thinking while penning the memo. In any event, crisis averted. The full clarification release is below:

"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."

by Steve Hall    Jun-10-10   Click to Comment   
Topic: Brands   

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