GM wants a clearer communications strategy for Chevrolet as a global brand but says it loves the Chevy moniker.
GM is now backtracking on a memo it sent out to employees at its global headquarters in Detroit this week.
In the original memo, employees were discouraged from using the "Chevy" nickname for the Chevrolet brand. GM later issued a statement to clarify the intention of the memo, saying that it was only meant to help establish Chevrolet as a global brand and that employees needed to be more focused in their communications in referencing the brand.
GM said in a statement that it likes the Chevy nickname, which it has used in advertisements for decades.
In a video also issued by GM to correct itself, Alan S. Batey, vice president for Chevrolet sales and service, said, "Chevy is our nickname. It comes from selling vehicles here in the U.S. for 100 years. We love it when people call us Chevy." Batey was one of the two GM officials who signed the original memo.
GM has, in fact, been quite successful over the last few years at building Chevrolet into a global brand.
"Chevrolet is one of the fastest growing brands in the world today. We sell in over 130 countries around the world. For every vehicle we sell in the U.S. we sell two overseas," said Batey in the video.