Recently it was released that Chevrolet sent out a memo requesting all employees to start referring to the brand as Chevrolet and to never refer to the brand as Chevy again. Siting consistency and wanting to create a more proper brand name and image, the nick name Chevy is to not be used.
It’s a backwards move, especially considering the name Chevy has been used by customers and even Chevrolet themselves since World War II. The marketing team felt that it was important to establish a consistent name with a proper name like Chevrolet, giving examples like Apple and Coke. However, they left out some important information, like how Coke is short for Coca-Cola and Apple products are typically referred to as their model name, ex. iPad, iPhone.
It was noted by the New York Times that the Chevy name is still in use on the companies website. A bit abrupt of a change, if you don’t even start from the top and work your way down!? Perhaps if the name Chevy was becoming to generic, when referring to automobiles. Much like Kleenex refers to any tissue paper, but there is still recognition to Chevrolet brand when someone hears the word Chevy.
Internal Memo to Chevrolet Employees
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
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.
eBay Category for Chevy will be Chevrolet
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