The GM memo wanted a consistent name for the company. It said: "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."
The memo was signed by Alan Batey, vice president for Chevrolet sales and service, as well as Jim Campbell, GM’s division vice president for marketing.
Following an hour of laughter and then a public outcry, GM made an announcement, which read: "’Chevy’ will continue to reflect the enthusiasm of customers and fans."
"Today’s emotional debate over a poorly worded memo on our use of the Chevrolet brand is a good reminder of how passionately people feel about Chevrolet. It is a passion we share and one we do not take for granted," he says.
"We love Chevy. In no way are we discouraging customers or fans from using the name. We deeply appreciate the emotional connections that millions of people have for Chevrolet and its products."
He adds, "In global markets, we are establishing a significant presence for Chevrolet, and need to move toward a consistent brand name for advertising and marketing purposes. The memo in question was one step in that process."
"We hope people around the world will continue to fall in love with Chevrolets and smile when they call their favorite car, truck or crossover ’Chevy.’"
That sounds great and all, but if you read closely, it never retracts their request for employees to call the company Chevrolet.