DROVE MY CHEVROLET TO THE LEVY, BUT THE LEVY WAS DRY

2011 Chevrolet Camaro GM Backtracks on use of “Chevrolet” over “Chevy” On June 9, 2010, the New York Times disclosed the existence of an internal General Motors memorandum discouraging the use of the term “Chevy” in favor of “Chevrolet.” Today, General Motors backtracked on that idea, 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. 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.’” Klaus-Peter Martin General Motors The original text of the GM memo, in full: Chevrolet Team, We wanted to write you a quick note requesting your support of our Chevrolet Brand. 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. This is a big opportunity for us moving forward. As you know, we are investing substantially to improve the consistency of our retail facilities through the EBE process. Aside from the facilities aspect of our branding, there are many other ways in which we can demonstrate this consistency. One way to achieve this is with the use of Chevrolet vs. 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. We have a proud heritage behind us and a fantastic future ahead of us … speaking to the success of this brand in one consistent manner will ensure Chevrolet becomes even more prominent and recognizable than it already is. Thank you for your support of this effort! Alan and Jim P.S. We put a plastic “Chevy” can down the hall that will accept a quarter every time someone uses “Chevy” rather than Chevrolet! We’ll use the money for a team building activity. For more on the Chevy vs. Chevrolet controversy, see "Chevy or Chevrolet: Much ado about nothing?"