Drive your Chevrolet to the levee...

[sjordan2]

CORPORATE OVERTHINK, UNDERTHINK OR NO THINKING AT ALL?

Having switched advertising agencies twice since April, Chevrolet seems to be in the throes of an identity crisis, not to mention total failure. On Tuesday, they issued a memo to all employees stating that, henceforward, they were to use only the name, "Chevrolet" and never "Chevy." As The New York Times noted, "A postscript to the memo says a sort of cuss jar — a plastic “Chevy” can — has been situated in the hallway.“Every time someone uses ‘Chevy’ rather than Chevrolet,” the note said,the employee is expected to put a quarter in the can."

Full story here at The New York Times:

http://nyti.ms/bh2Cg5

Evidently, you can "See the USA in your Chevrolet," but you can't drive your Chevy to the levee, to paraphrase the NY Times.

Edited June 10, 2010 by sjordan2

[Marc @ MPC Motorsports]

Update...

[source: Chevrolet Facebook]

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."

Edited June 10, 2010 by Marc @ MPC Motorsports

[CAL]

sounds like a bunch of over-thought to me.

I means seriously, they don't have anything better to worry about than inforcing the use of the Chevrolet name rather than just Chevy.

Is that somehow going to make their cars better? The company better? I think the proof is in the pudding not the name of the pudding.

The were putting the lion's share of R&D money in Trucks... $11B IIRC, what are they doing that they didn't do before that got them in trouble in the first place? Nothing, really that I can see.

[CAL]

Update...

[source: Chevrolet Facebook]

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."

Further babblings from morons who don't have a clue.

GET A CLUE CHEVROLET!

[Harry P.]

I dunno... it seems pretty logical to me.

They're saying that as far as corporate communication/advertising/branding goes, the name is "Chevrolet"...and it makes perfect sense from a corporate standpoint to have a consistent name in all markets. They're not trying to tell consumers what to call them. Consumers are free to call them "Chevys" or "Chevies" or however you spell it.

So we can continue to see the USA in our Chevrolet or drive our Chevy to the levee...

[sjordan2]

I dunno... it seems pretty logical to me.

They're saying that as far as corporate communication/advertising/branding goes, the name is "Chevrolet"...and it makes perfect sense from a corporate standpoint to have a consistent name in all markets. They're not trying to tell consumers what to call them. Consumers are free to call them "Chevys" or "Chevies" or however you spell it.

So we can continue to see the USA in our Chevrolet or drive our Chevy to the levee...

According to the article, this train of thought was instituted by their advertising agency, Goodby, Silverstein & Partners. As an ad agency creative veteran with over 30 years of experience, I know them to have a proud track record of outstanding creative. But they've been in a slump for a long while. The fact that this approach came from the ad agency tells me that's it's likely to seep into consumer communications. They didn't say a thing about this being only for corporate communications.

Hmm. Will "My Chevrolet truck" pack the same punch as "My Chevy Truck?"

I might add that the Times article quotes brand experts who are far more esteemed than I am, who echoed my sentiments on this issue. And I wonder why Chevy would admonish its own workers to abandon the familiar, warmer Chevy name.

On a more perverse note, is this some kind of viral thing that was intended to arouse response?

To Marc Nellis, thank you for finding Chevy's response to this issue.

Edited June 10, 2010 by sjordan2

[Foxer]

It's just marketing, what's ruining all other forms of life. They didn't say WE couldn't call a Chevy a Chevy. Now I wonder who has my last Porsch ...

[sjordan2]

It's just marketing, what's ruining all other forms of life. They didn't say WE couldn't call a Chevy a Chevy. Now I wonder who has my last Porsch ...

All of us can always call a Chevy whatever we want to call it (and I have a few choice words for my Chevy dealer's service department), but this turn of events, to me, means a huge corporate mistake where this suffering company is prepared to drive the consumer even further away from the brand. This has importance to me both as a Chevy Blazer & Corvette owner and as a marketing professional.

[Eshaver]

This is what we can expect from the new Government mota company ????????? Ed Shaver

[Jon Cole]

Sounds like if this was meant for in-house corporate-speak only, then they really screwed up the "message management".

GM, too many corporate meetings, too little substance.

[Harry P.]

Sounds like if this was meant for in-house corporate-speak only

I agree. How can any ad agency tell consumers that they "have to" call Chevies "Chevrolet?" Sounds to me like strictly internal/corporate stuff.

[Jim Gibbons]

I had read the NY Times article this morning, and reacted with nothing more than a humorous "snort" afterwards. A few hours later, I sat on my front porch watching my neighbor finish replacing the gas tank on his '91 CHEVROLET conversion van. It took a few minutes for my brain marble to pop into its slot, but when I looked at the front fender name plate, it said "Chevy Van 20." Hmmm...guess Corporate didn't figure on that one. Wonder if they'll do a name plate recall?

[CAL]

It's just marketing, what's ruining all other forms of life. They didn't say WE couldn't call a Chevy a Chevy. Now I wonder who has my last Porsch ...

Maybe you are looking in the wrong place I'd look to see if it still attached to your house.

[sjordan2]

I agree. How can any ad agency tell consumers that they "have to" call Chevies "Chevrolet?" Sounds to me like strictly internal/corporate stuff.

This was an idea that came from an ad agency, whose job is mostly consumer communications, and there is nothing in any of this information that says it is only for internal, corporate use.

No corporation can tell consumers what NOT to do – that's a stupid thought. But my point is that this idea can work over time to destroy consumer comfort with a struggling brand that's already shown how ignorant their management is. We need Chevy to survive, but this is another example of corporate stupidity, which we've seen enough of through the banking scandals, th BP thing, etc.

Edited June 11, 2010 by sjordan2

[my name is nobody]

geez, sounds like a bunch of third graders.

Sure glad I'm a Ford man.

[Craig Irwin]

The wifes current ride is a '07 Chevy , thanks to bailouts and bankrupcys the next one will ba a Ford anyway.

[Junkman]

Oh man, what is it now?

Can I please, please, please continue driving my Chevy? Oh, and drink the odd Coke or Bud? Without some dimwit from GM or their ad agency telling me how to call things?

[Lownslow]

i like their attitude to their customers i guess im gonna take my chevy to a Ford dealer next year

[Jordan White]

Soon enough, they will be called "Govrolet", and the name debate won't matter anymore.

[oldscool]

From the wording of the memo I think this policy is just to keep people in other countries from being confused about the name.

I honestly believe that all the US car manufacturers should merge and just build one good American car brand.

I just swapped a Dodge Dakota for a Ford Ranger and have no doubt that I made the right move. Didn't even consider a Chevy after reading online consumer reviews of the Colorado.

oldscool

Edited June 11, 2010 by oldscool

[Junkman]

From the wording of the memo I think this policy is just to keep people in other countries from being confused about the name.

ROFL! What is sold in this here other country as Chevrolets are in fact Daewoos. Confuses the friggin hell out of us all for a second or two, alright.

[Foxer]

ROFL! What is sold in this here other country as Chevrolets are in fact Daewoos. Confuses the friggin hell out of us all for a second or two, alright.

But, can I still call it a Doowu?

Edited June 11, 2010 by Foxer

[Lownslow]

From the wording of the memo I think this policy is just to keep people in other countries from being confused about the name.

I honestly believe that all the US car manufacturers should merge and just build one good American car brand.

I just swapped a Dodge Dakota for a Ford Ranger and have no doubt that I made the right move. Didn't even consider a Chevy after reading online consumer reviews of the Colorado.

oldscool

you did right, i had a friend who traded in his S10 for a Colorado and in less than 3 months he bought his S10 back and sold the Colorado. the truck is ok but for it being a new truck its very inferior to the S10

ROFL! What is sold in this here other country as Chevrolets are in fact Daewoos. Confuses the friggin hell out of us all for a second or two, alright.

the aveo is a Daewoo and i think the regal/malibu are opels, i think the only cars in the lineup thats assembled stateside is the impala,cobalt and corvette.

Edited June 11, 2010 by Lownslow

[fumi]

But, can I still call it a Doowu?

You can call it a Chebby.

[Junkman]

...i think the only cars in the lineup thats assembled stateside is the impala,cobalt and corvette.

Not 100% sure, but I think the Impala is built in Canada. Anyway, none of the North American vehicles are even marketed over here. It's a Daewoo you can drive to the Levee, or walk, but now you must call it a Chef roulais.

Edited June 11, 2010 by Junkman