Don’t call me ‘chevy’
Wednesday, June 16th, 2010It appears the owners of Chevrolet do not like the nickname ‘Chevy’.
According to a report in the ‘Daily Telegraph’ (Friday June 11) in a memo to Chevrolet staff at their HQ in Detroit, GM urged them to stop saying ‘Chevy’ even at home.
They feel it apparently cheapens the brand.
In a memo to staff by Alan Batey, the vice president for sales said: “That most recognised brands concentrate on the consistency of their branding….. the more they were consistent about the car’s name, the more prominent and recognisable it is with the consumer.”
Yet the word ‘Chevy’ has become synonymous with the American brand, the open road, popularised in such songs as Don McLean’s ‘American Pie’ (singalong now, ‘Take the Chevy to the levee, but the levee was dry…’)


