Detroit, Michigan – General Motors has issued a statement regarding an internal memo leaked to the New York Times in which employees are requested to use the name “Chevrolet” instead of “Chevy.”

In a statement, General Motors said that “today’s emotional debate over a poorly worded memo on our use of the Chevrolet brand is a good reminder of how passionately people feel about Chevrolet. It is a passion we share and one we do not take for granted. We love Chevy. In no way are we discouraging customers or fans from using the name. We deeply appreciate the emotional connections that millions of people have for Chevrolet and its products. In global markets, we are establishing a significant presence for Chevrolet, and need to move toward a consistent brand name for advertising and marketing purposes. The memo in question was one step in that process.”

The memo was signed by Alan Batey, vice-president for Chevrolet sales and service, and Jim Campbell, vice-president for marketing. It noted that brand consistency is important, and 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.”

The memo also mentioned that employees would be asked to put a quarter into a plastic “Chevy” can every time they used the name instead of Chevrolet, with the money intended for a team-building activity.

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