Very poorly worded memo from GM - no more use of the term "Chevy"

[Coldpants]

Originally Posted by talltom

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.

Unless the nickname is as or is more popular with the public. Chevy is instantly more recognizable than Chevrolet. Like Coke vs. Coca Cola. Why else did that Chinese company choose to call itself Chery and not Cherolet or Cherole. Consistent branding is important, GM chose the wrong Name to focus on.

[swizz]

Marketing Dept must have missed the memo about a recession going on. Stupidity will make you unemployed REAL QUICK.

Chevy is the name we all recognize and it's just a shortcut. The MORON who created this firestorm should be FIRED, end of story.

This is hurting the brand because NOW we associate STUPIDITY with GM marketing division.

[AZCamaroFan]

Chevrolet is going to use the name Chevrolet in it's commercial's, and 9 pages of moans are born.
Another thread that leaves me speechless.

[FactoryZ51]

Originally Posted by DGthe3

Well, there is the cost of paying the person for about 2 minutes, plus the electricity to keep the computer on, the wear on the computer ... add it all up and it might have cost them $10.

<---"sarcasm is my second language" (name that movie). My point was that instead of wasting the time and effort to come up with the lame memo, it's explanation, definition, etc., and since gm is obviously concerned about how the general public views the words chevy/chevrolet and what it stands for, how about giving us a decent camaro commercial to show us. I have not seen a single good camaro commercial since 1996. You have to admit these are pretty cool:





but I digress...let's talk about the word chevy and the origin of the word instead...
I'm off to look at good porn.

[FactoryZ51]

Originally Posted by DGthe3

watch this:

No.

[DGthe3]

Originally Posted by Coldpants

Unless the nickname is as or is more popular with the public. Chevy is instantly more recognizable than Chevrolet. Like Coke vs. Coca Cola. Why else did that Chinese company choose to call itself Chery and not Cherolet or Cherole. Consistent branding is important, GM chose the wrong Name to focus on.

I wouldn't be willing to make such a claim ... there's 6.7 billion people in the world and I'd bet more of them will recognize Chevrolet than Chevy.

Originally Posted by FactoryZ51

No.

alright, I guess I can't force you to get a better understanding of why GM is doing what they're doing.

[CamaroSpike23]

this thread is still going on?

[BlackieRay]

I think the policy is justified. Chevrolet is the formal term. It is bad marketing form to have sales people using a colloquialism. Nothing is going to stop people from using the term 'Chevy' or 'Chev' but when selling, using terms that are correct and respectful is always the norm. It's the same as using the term 'less expensive' instead of 'cheap'.

I don't know why that merited mention in the NY Times. Must have been a slow news day.

[PQ]

Originally Posted by DGthe3

Well, there is the cost of paying the person for about 2 minutes, plus the electricity to keep the computer on, the wear on the computer ... add it all up and it might have cost them $10.

I'm thinking a some people aren't reading the thread.......

[68RS]

When speaking of my car, I always use the more formal "Chevrolet Motor Company Camaro" when chatting with my friends. Then we normally retire to the smoking room for a brandy.

[Mr. Wyndham]

Originally Posted by PQ

I'm thinking a some people aren't reading the thread.......

I'm thinking you're right.......Absolutely impressive...

Here's cliff notes version:

Chevrolet = its real name. The name they'd like it to be called more often because developing markets don't know what "Chevy" is.

Chevy = the nickname...nothing wrong with using it.

Cost and "worrying about it" = Like DG said...minimal to NOTHING...get over it, keyboard-accountants!


EDIT....they didn't even use a tripod for the Camera for goodness sakes....

[Kahdir]

Originally Posted by DGthe3

Please explain how it is more efficient and effective to advertise 2 names. I didn't see anything about them selling (or never planing to renew) the rights to chevy.com. They're just going to advertise the actual name of the brand.

Splitting the advertising ... what luxury vehicles does Chevy offer? The Malibu? The Impala? And where do you make the distinction between boring and fun? Cobalt LT would be boring, but what about the 260 hp Cobalt SS?

Advertising both names from a web stand point comes down to keywords used by your potential customer base. You will have customers search for Chevy because it's short, easy to spell and/or it is all they've ever called Chevrolet.. I would consider an Aveo basic (boring) transportation, but the Malibu and Impala (non-SS) value/luxury for a non- Buick or Cadillac (When I mentioned luxury, I was remembering my dad's '91 Caprice Classic LTZ). As for a Cobalt LT, I consider it boring but anything SS fun.

[AZCamaroFan]

Cadillac's have been known as "Caddy's", but GM doesn't use that in ads either. Well except for the unfortunate lates 90's "The Caddy that zigs" ad for the Catera.