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It's basic branding - focus on the product - Chevrolet and avoid all the other appellations. It is difficult and unwise to stake your claim, plant your flag, and brand a whole bucket full of identities.
Let the various appellations stay in use or disappear...new ones will come all the time. Chevrolet, Chevy, bowtie, "The General", 'Maro (yuck)-the marketing guys aren't going to get caught up in that because its unfocused and has limited appeal.
The brand is everything and the brand is Chevrolet.
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