It takes more than one Indianapolis 500 car driver and builder to create a great automobile company. In fact it takes three. Arthur, Louis and Gaston Chevrolet where all experienced Indy 500 car builders and drivers. And they built the Chevrolet Company.
These three brothers had a motto “Never Give Up” And they didn’t.
That is why on June 1st GM is making an official announcement that the company is being renamed The Chevrolet Corporation. The unofficial motto of the company is “Never Give Up”. And the winning tradition of the Chevrolet brothers is spreading across the company. Several sources have said that market research showed the faceless GM brand never had strong emotional connections with any of its audiences — not even internally. Despite several efforts to re-brand GM, the new management has recognized the importance of the Chevrolet brand and heritage. One executive who asked to remain anonymous said, “The American people feel much better about bailing out The Chevrolet Corporation than they do about bailing out GM”
Okay, so maybe this is just my imagination running away with me. One can imagine a brighter future, can’t they?
After all, it makes sense on so many levels to make this change. The Chevrolet Corporate has all of the elements of a great narrative.
And if GM is reading this, I would be happy to come out to the Renaissance Center and go through the reasoning and implications. I’ll even pay for my own ticket.