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The dealers of the Chevrolet are shocked by the new GM’s decision to put a halt at the use of the word Chevy for Chevrolet as it doesn’t go along with the company’s value.
As per some Chevy dealers, if the GM would have ordered the other way round and had ordered the use of Chevy instead of Chevrolet, then it might have made more sense to them.
Most of the dealers agree that replacing a hip and short name with the age old longer traditional name in today’s digital world, makes no sense to them and has left them wondering on what basis did the new GM has made this decision.
“I want to be a team player,” said the Owner Steve Cook of Cook Chevrolet-Buick, just north of Flint. But, he added, “I would continue to use the word Chevy in my ads and elsewhere “unless they are very committed.”
He also agreed that company should have gone with Chevy alone and should have put a halt at Chevrolet, because that would have made better sense.
Another dealer, whose identity has not been revealed on request for he is afraid of retribution from GM, was much less diplomatic about the decision of the GM to prefer Chevrolet over Chevy.
“They have lost it. I just read it. My kids love Chevy. Is my son going to say a Chevrolet Camaro?” he said. “No way. Ugh. … Crazy.”
Don Kahan, owner of a Chevrolet dealership in Lee’s Summit, Mo., was unaware of the GM’s Chevy memo till the time a reporter called him. He said “I will have to reflect on the decision”, and also noted that “It’s totally impractical to use a long word. Chevy has been associated with Chevrolet for so long.”
He further added that he prefers Chevy over Chevrolet and will continue to use the short and hip Chevy in his digital communications, even his emails end with “kahanchevy.com.”
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