Despite the fact that "Chevy" is often name-checked in songs by everyone from Don Maclean ("American Pie" -- took my Chevy to the levee but the levee was dry ...) to the Beastie Boys to Elton John, the bigwigs at GM are pushing against that popular usage -- not to mention their own previous marketing strategies. They want to rebrand the manufacturer with the more formal "Chevrolet." A sample, courtesy of The New York Times "Wheels" blog, of an internal Chevrolet memo:
"Aside from the facilities aspect of our branding, there are many other ways in which we can demonstrate this consistency. One way to achieve this is with the use of Chevrolet vs. Chevy. We’d ask that whether you’re talking to a dealer, reviewing dealer advertising or speaking with friends and family, that you communicate our brand as Chevrolet moving forward."They even mention a "Chevy jar"; employees who use the offending term would pay a fine. (The money would be used for future team-building exercises -- how cute.) It's a bit of an odd move, considering the company's past strategy was, well, the opposite. It does make sense, I suppose, if it's looking to bring the brand a bit more upscale. Still, "Chevrolet" is hard to rhyme, so I don't expect the songwriter demographic to embrace the change.
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