This summer will you might “See the USA in your Chevrolet?” but you wouldn’t be “Driving your Chevy to the levy” if GM had their way.
Earlier this week, the New York Times reported on a memo GM sent to Chevy employees in Detroit. The message was clear. Stop saying “Chevy”. From now on their beloved product will only be called Chevrolet.
“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,” said the memo.
The logic: consolidated and consistent branding. One product. One name. No nicknames.
What?
Why would a company with the brand experience of GM want to try and reverse out of a nearly 100 year love affair between Americans and the “Chevy”? And, how could they think they could? Chevrolet “… continues to hold its position as General Motors’ highest-selling brand to the present day, with “Chevrolet” or “Chevy” being at times synonymous with GM.” It’s “…one of the world’s best-known, longest-lived product nicknames.”
And, how could a company with the history and size of GM think that a memo like this would stay ‘inside’?
Just 3-days after the memo leaked and increasing public pressure, the company reportedly “…called the memo “a rough draft” and “a bit of fun.” And, “…explained that there would be no “massive change of direction.”
What do you think ? A clumsy attempt at a viral campaign?
Tags: Authenticity, Employee communication, Message control