About a year ago I made several posts recommending that GM retire the GM brand and rename the whole group as The Chevrolet Group.
My reasoning was that Chevrolet was a very storied brand, started by the Chevrolet brothers who were well-known race car drivers. Right there was the heritage of a high performance company, with the humanity of the Chevrolet brothers as part of the folklore! And the diminutive of Chevrolet, the Chevy, has become part of American culture. Just think of Bruce Springsteen’s Racing in the Street (“I’ve got a ’57 Chevy with a 396…”). [Note to NY Times — how could you leave out Springsteen but include Motley Crue?]
Of course GM is still GM.
But Chevrolet is only Chevrolet — it has lost the Chevy! Or maybe not. If you saw the front page story in yesterday’s New York Times you know that the company wants to drop their nickname, Chevy. G.M. Proposes Leaving a Car’s Popular Nickname in the Dust – NYTimes.com
Now today GM has come out to say, just kidding folks! According to the Times:
In an interview by phone, Mr. Batey [VP of Sales] called the memo “a rough draft” and “a bit of fun.”
You can also check out the GM Facebook page to see how they are handling this bit of news.
So here’s my strategic recommendation. Move forward with calling the entire company The Chevrolet Group. Drop the GM name. As the name for the overall company, Chevrolet is terrific. And within the Chevrolet division, well…why mess with a good Chevy?