GM is now backtracking on a memo it sent out to employees at its global headquarters in Detroit this week.
In the original memo, employees were discouraged from using the "Chevy" nickname for the Chevrolet brand. GM later issued a statement to clarify the intention of the memo, saying that it was only meant to help establish Chevrolet as a global brand and that employees needed to be more focused in their communications in referencing the brand.
GM said in a statement that it likes the Chevy nickname, which it has used in advertisements for decades.
In a video also issued by GM to correct itself, Alan S. Batey, vice president for Chevrolet sales and service, said, "Chevy is our nickname. It comes from selling vehicles here in the U.S. for 100 years. We love it when people call us Chevy." Batey was one of the two GM officials who signed the original memo.
GM has, in fact, been quite successful over the last few years at building Chevrolet into a global brand.
"Chevrolet is one of the fastest growing brands in the world today. We sell in over 130 countries around the world. For every vehicle we sell in the U.S. we sell two overseas," said Batey in the video.
Statement on the use of Chevrolet and Chevy
"Chevy" will continue to reflect the enthusiasm of customers and fans
2010-06-10 DETROIT -- 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."