A Chevy by any other name won't catch on

The memo, first leaked to The New York Times, declared:

“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.”

It was signed by not one, but two, company vice presidents.

It’s all part of “branding,” which until a few years ago was something that only happened to cattle.

According to a spokesman at G.M., the reason for the change is to eliminate confusion in foreign markets, where they might not understand that the names Chevrolet and Chevy are synonymous. These are, presumably, the same foreign markets where they might wonder if Coke and Coca Cola were two different products. Or if General Motors is any relation to G.M.

This isn’t the first time that the name game has been played in an effort to increase revenue.

The first indication the National Football League was beginning to take itself way too seriously came around 1970 when the league sent out a memo dealing with the term by which games played before the start of the regular season should be called. Forthwith and forevermore, it insisted, everyone should stop referring to them as “exhibition games” and instead call them “preseason games.”

As a sports writer at the time, I immediately stopped calling them exhibition games and began to refer to them in print as what they really were: “practice games.”

But, with all due respect to car buyers in other nations, they need to understand that name-shortening has a long and honorable tradition in this country.

For nearly a century we have been driving Caddys, Mercs and Oldses. We even give familiar names to some of the cars we import, such as Jags and Beemers, although my wife and I have resisted any urge to call the Subaru she drives a “Suby.”

It’s not just cars. Millions of us get our carbs at Mickey D’s and KFC. When I get done writing this column on my Mac, I might just go home and have a cold Bud. Or, maybe, a Stoli and tonic.

So General Motors can attempt to recall its nickname if it wishes. But I’m going to keep saying “Chevy.”

And if people in other countries can’t deal with that, let ’em buy Fords.

Contact D.L. Stewart at dlstew_2000@yahoo.com.