Editing Chevrolet (section)

=== Chevrolet-only naming attempt ===
In 2010, a memo signed by Chevrolet sales and service vice president Alan Batey and General Motors marketing division vice president Jim Campbell was sent to Chevrolet employees at its Detroit headquarters, instructing employees to only use Chevrolet when addressing the brand, in order to present a consistent brand message. A postscript to the memo says a sort of [[cuss jar]] - a plastic "Chevy" can - has been placed in the hallway. "Every time someone uses 'Chevy' rather than Chevrolet", the note said, the employee is expected to put a quarter in the can. The proceeds were to be spent on "a team building activity". Paul Worthington, head of strategy for [[Wolff Olins]], said that the branding effort ran counter to a trend in which corporate names had become more casual.<ref>{{cite news|url=https://www.nytimes.com/2010/06/10/automobiles/10chevy.html|title=G.M. Proposes Leaving a Car's Popular Nickname in the Dust|first=Richard S.|last=Chang|date=June 9, 2010|access-date=October 7, 2017|website=The New York Times|archive-url=https://web.archive.org/web/20171007220134/http://www.nytimes.com/2010/06/10/automobiles/10chevy.html|archive-date=October 7, 2017|url-status=live}}</ref>

Ian Beavis of Nielsen Automotive Group said that marketers cannot control what consumers call their products, but nicknames do not work in new markets where Chevrolet is trying to get a start.<ref>{{cite news |last=Woodyard |first=Chris |url=https://www.usatoday.com/money/autos/2010-06-11-chevy11_ST_N.htm |title=Chevrolet memo gets the word out: Don't call me Chevy |newspaper=USAtoday |date=June 11, 2010 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20120628125043/http://www.usatoday.com/money/autos/2010-06-11-chevy11_ST_N.htm |archive-date=June 28, 2012 |url-status=live }}</ref> Following the release of the memo, General Motors published a statement claiming the note was in no way discouraging customers or fans from using the Chevy name.<ref>{{cite press release|url=http://media.gm.com/content/media/us/en/news/news_detail.brand_gm.html/content/Pages/news/us/en/2010/Jun/0610_Statement|title=Statement on the use of Chevrolet and Chevy|publisher=GM Media|access-date=March 16, 2013|archive-url=https://archive.today/20100613001633/http://media.gm.com/content/media/us/en/news/news_detail.brand_gm.html/content/Pages/news/us/en/2010/Jun/0610_Statement|archive-date=June 13, 2010|url-status=dead}}</ref><ref>{{cite web |last=Schepp |first=David |url=http://www.dailyfinance.com/2010/06/10/chevrolet-not-chevy/ |title=The Name Is 'Chevrolet' - Not 'Chevy.' Er, Never Mind |publisher=Dailyfinance.com |date=June 10, 2010 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20121023201102/http://www.dailyfinance.com/2010/06/10/chevrolet-not-chevy/ |archive-date=October 23, 2012 |url-status=dead }}</ref><ref>{{cite web |url=https://www.youtube.com/watch?v=LaQXQmkMFGc |title=Chevy vs. Chevrolet An Explanation |publisher=Youtube.com |date=June 10, 2010 |access-date=March 16, 2013 |archive-url=https://web.archive.org/web/20130731193151/http://www.youtube.com/watch?v=LaQXQmkMFGc |archive-date=July 31, 2013 |url-status=live }}</ref> Following the 2010 memo incident, Chevy Runs Deep campaign remains to use the 'Chevy' name, while Driving Our World Forward and Find New Roads campaigns uses the 'Chevrolet' name.