Blog
06.10
GM PR: Drive your 'Chevy' over a levee. We sell 'Chevrolets'.
According to the New York Times automobile blog "Wheels", a "poorly written memo" has made its way across the country (Thanks, Mr. Internet) much to the chagrin of GM executives stewing over the use of a single word. But not just any word... the word to pick'em up truck drivers everywhere (Hi, Dad).
The problem? Stop using the century-plus-old term of endearment, '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,” 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.
One year of profit versus a quarter century in the swirling bowl of the economy and this is the thanks we get?
Well, at least the cracked crew of GM interactive guys will have some job security. Been to the hallowed website lately? "Chevy... Chevy... Chevy... And more Chevy." What used to be heartwarming copy online is now like a bad rash flaring up everywhere.
There's even a nice 10-inch headline on the home page reading "Over 1,000 people a day switch to Chevy." Well, not anymore they're not.
This kerfuffle has been quite the watercooler talk at GM central, to wit, another memo was sent around discussing the unfortunate use of grammar:
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.
Anyone see the problem? If you are trying to replenish loyalty in a brand name, you don't use the very name you're trying to avoid in communications?!
Somewhere Don McLean is cracking up and enjoying his royalty checks.
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