Demise of Chevy?

[AutoMotionTV]

So I know this isn't new news at all, but I just read something else about it and it brought a question to my head that I was just curious to see if anyone has heard anything about it.

I'm sure many have heard about GM sending a memo to employees about referring to the Chevrolet brand as "Chevrolet" and only "Chevrolet." Although I may not be the world's most advanced marketer, I just can't understand why GM would drop an American icon such as Chevy from their vocabulary!

Anyways, to my question. Does anyone know if they are trying to enforce this with others involved with the "Chevrolet" brand, like dealerships, and basically anyone else dealing with GM? I'm not exactly sure how they would even accomplish this but if they are that serious I could see them trying. I haven't personally heard anything more about it so I was curious if anyone else has?

 

[ed.brooks]

Chevy just announced a new "theme" of "Chevy runs deep" yesterday. Apparently the only difference between a "theme" and a 'tagline" is that "Chevy runs deep" won't be used for every model or in every ad.

The fact the 'theme' uses Chevy instead of Chevrolet tells me the Chevrolet only initiative is dead and buried.

(Free Press Story on New Theme)

 

[AutoMotionTV]

The fact the 'theme' uses Chevy instead of Chevrolet tells me the Chevrolet only initiative is dead and buried.

As it should be. From what I've heard, which this was just rumor as far as I know it, is that they began the Chevrolet only initiative to make the brand sound as if it were more of a "classy" brand. This may not be the wording they would use but you get what I mean. I just didn't understand it because this is why they have Cadillac.

I am definitely one who lives by the "if it ain't broke, don't fix it" saying, and GM was definitely trying to fix an unbroken, iconic brand name.