On Friday morning, I opened up a couple of papers I read daily and saw a headline that read, “Chevrolet gets the word out:  Don’t call me Chevy”.  I had to read it a couple of times before I could believe it !

The nickname “Chevy” that has been a strong corporate voice for the company, Chevrolet, for as long as I can remember, is going away according to an internal memo that was leaked to The New York Times.  The memo sent to all staff said they must refer to GM’s best-known brand by it’s more formal name, Chevrolet–not Chevy–in all its communication.  GM trying to do damage control all day insisted they “loved Chevy”, but needed a more “consistent brand name” for global markets.

A more consistent brand name?  What are they talking about?  Who doesn’t know what Chevy stands for?  Other companies would give their right arm for a brand recognition name like Chevy, Bud or Coke.  What is GM and Alan Batey, senior vice president of marketing for Chevrolet, thinking?  Remember a strong corporate voice tells everyone who you are, what you stand for, what you and/or your product can do for you.  It can create positive mediatude like Chevy has done for Chevrolet, associating the vehicle with fun times and even making it into a national hit song back in the day.

Please GM, with all the troubles you’ve endured over the past couple of years, don’t make it worse, by diluting the brand name Chevy, which has given you a more positive public perception than Chevrolet ever can.   Admit your mistake.  Say Chevy is back in all its glory!