The PR team at General Motors is spinning their wheels today in an attempt to clarify an internal memo that said employees should only use the word “Chevrolet” when referring to the brand, not 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 first revealed by The New York Times.
What makes this even more interesting is that it also stated, “When you look at the most recognized brands throughout the world, such as Coke or Apple for instance, one of the things they all focus on is the consistency of their branding.”
Of course, one would note that Coke is short for Coca-Cola, and that Apple’s sub-brands, like the iPad and iPhone are perhaps more well known than the brand itself.
Now, G.M.’s PR team is working to clarify the memo. The company’s social media lead, Christopher Barger, said that it, “wasn’t worded really well.”
The company also issued the following statement:
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.”
As the Times‘ story points out, the word Chevy is even used dozens of times on the brand’s website, Chevrolet.com.