Formal Is In At General Motors

Here’s some odd news out of Detroit…Chevy doesn’t want to be called Chevy anymore, it wants to be known by it’s proper name Chevrolet. I can relate in that I prefer David over Dave, but I can’t relate to wasted efforts from a struggling company that run counter to the cultural grain.

According to The New York Times, G.M. sent a memo to Chevrolet employees at its Detroit headquarters, promoting the importance of “consistency” for the brand, which was the nation’s best-selling line of cars and trucks for more than half a century after World War II.

“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, which was signed by Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, the G.M. division’s vice president for marketing.

And Goodby Silverstein & Partners is the new agency on this uptight account? I don’t get it.
Interestingly, PepsiCo went the opposite way in Argentina recently. The beverage giant actually changed the name of its drink from Pepsi to Pecsi, in order to better fit the local idiom.
[UPDATE] Apparently, it’s all a big misunderstanding. Adrants received a clarification from the brand:
“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.”