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Good old Chevy here to stay

GM has backed off from insisting that employees refer to the brand only as Chevrolet, not Chevy. Above, a 1939 Chevy coupe. GM has backed off from insisting that employees refer to the brand only as Chevrolet, not Chevy. Above, a 1939 Chevy coupe. (David Zalubowski/Associated Press)
By Jeff Karoub
Associated Press / June 11, 2010

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DETROIT — Relax, Chevrolet fanatics. You can take your “Chevy to the levee,’’ or any other darn place you please.

General Motors yesterday backed off from what it called a “poorly worded’’ memo that asked employees to refer to the brand only as Chevrolet instead of its longstanding nickname.

GM said it “in no way’’ is discouraging anybody from using the name Chevy. The internal memo was part of an effort to develop a consistent brand name as the company tries to broaden its global presence.

GM said it wanted to make clear that the company is “honored and flattered’’ the brand is so popular, regardless of what people call it.

“Mostly this was just trying to train [employees],’’ he said.

GM said the original memo, obtained by The New York Times, spurred an “emotional debate’’ that reverberated online.