GM Discovers Reason for Decades of Brand Decline: Statement on the Use of Chevrolet and Chevy

'Chevy' will continue to reflect the enthusiasm of customers and fans

EDITOR'S NOTE: This just goes to show how screwed up the folks in Detroit are. They think that there's a downside to having a popular nickname for Chevrolet. They still can't get it into their heads that they have to design and build cars that people want to buy; cars that can compete with products from other countries.

In the years that I've lectured on marketing and advertising I've often talked about the world's #1 brand name, Coca-Cola, and how they have successfully weathered every storm and competitive challenge to unseat them from their leading position. To my knowledge, Coca-Cola has never worried that the "Coke" nickname has diluted or diminished their brand effectiveness. I strongly suggest to General Motors that they find themselves some advertising people who really understand marketing, not just how to piss money away.

The only value I see in creating this controversy is that the controversy may take on a life of it's own and generate untold millions of dollars in viral discussion. In fact, I wouldn't be surprised if Larry King devotes an entire week of shows on this issue, once he finishes with the Michael Jackson one year death-anniversary, of course.

It would be nice to think that Chevrolet's ad agency dreamt up this silliness to generate publicity, but I wouldn't give them that much credit.
Marc J. Rauch, Exec. Vice President/Co-Publisher

DETROIT - June 10, 2010: 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 a "Chevy."