You can see the USA in your Chevrolet, but GM would rather if you stopped driving your “Chevy” to the levee or anywhere else. The company has sent out a memo to all its employees urging them to banish the ubiquitous nickname from their vocabularies. “We’d ask that whether you’re talking to a dealer, reviewing dealer advertiser, or speaking with friends and family, that you communicate our brand as Chevrolet,” the memo read.
The memo, which was sent to the New York Times by an outraged recipient, goes on to explain that they’re trying to tighten their branding consistency, something that “the most recognized brands throughout the world, such as Coke or Apple” focus heavily on. Which is pretty ironic, the Times notes, since “Coke” is a nickname for “Coca-Cola,” and no one uses the word “Apple” when describing their products. Also ironic: the Chevrolet website is still plastered with references to “Chevy.”