So, GM’s ban on use of the term “Chevy” hasn’t quite taken effect yet. Above is an image of the front page at Chevrolet.com, and clearly there are still a number of references to the old abbreviation. And no wonder: the term “Chevy” has been a mainstay of Chevrolet’s advertising from time immemorial… up until very recently, you could even catch Chevy ads that never used the whole word “Chevrolet.” We’ve assembled a few ads featuring the word “Chevy” throughout the years, and we present them now in memoriam of a convenient and iconic nickname.
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. When you look at the most recognized brands throughout the world, such as Coke or Apple for instance, one of the things they all focus on is the consistency of their branding. Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer.
From a GM memo, signed by Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, Chevrolet’s vice president for marketing [via NY Times]. Chevrolet spokesfolks confirm the decision to abandon “Chevy,” saying the move comes from Chevrolet’s new ad agency of record, Goodby Silverstein. Chevrolet employees are reportedly already using a “Chevy Can,” similar to a “Cuss Can,” in which employees must deposit a quarter every time they say “Chevy” instead of “Chevrolet.” They’re serious about this thing.
Now don’t get us wrong: we agree with the principle that there aren’t enough affordable options in the mid-engine sportscar segment. And we certainly admire Mr Chen Jinmiao’s attempt to build his own, despite his apparent lack of engineering education (“I downloaded the drawings from the internet, then bought the materials from the market”). But why, oh why, does the Daily Mail insist on framing the story in terms of Mr Chen’s lifelong love of Lamborghinis? Again, with all due respect to Mr Chen’s accomplishment, his “car” is to Lamborghini what this is to GMC.
Well, it was no fluke. Wieden + Kennedy can sell the crap out of the Challenger. It’s just too bad that every time people see a Caliber, Avenger, Journey or Caravan, they say “Dude, I’d rather be abducted by terrorists than that thing.” Especially if they’ve taken the time to read what “those consumer review sites” think about them.
Google Trends says it’s so, according to gm-volt.com [via Autoblog]. The Leaf also has 54,000 Facebook fans to the Volt’s 24,000. Plus, the Leaf has 130,000 people on its official “interest list” while the Volt boasts a mere 42,000. The danger here: that Leaf beats the Volt to becoming the EV segment’s first successful brand, earning it “the new Prius” status that Bob Lutz so badly wanted to bring home to Detroit. [Hat Tip: gslippy]
If you scan the autoblogosphere on a regular basis, you’ve read some half-hearted eulogies to the best and worst of Mercury. Fair enough, as the Mercury brand deserves every one of those backhanded compliments: sharing too much content with a comparable Fords and (sometimes) sharing too many styling cues with the Lincolns means it couldn’t die off without a dig or two. And it is an easy target: aside from the (lead-sled) post war Yuppie clientele that inspired Mercury’s creation, the original sleeky-Sable and a few old Cougars, this was bound to happen.
But obviously my love for Mercury (here, here, and here) means I’m not going to bury Mercury, but to praise it. And to make sure the brand remains in our collective consciousness just as long as it’s GM counterpart, Pontiac. Wishful thinking, Mehta?
The new Buick Regal is aimed straight at Acura’s TSX… could this forthcoming Opel Astra Coupe be Buick’s answer to the late Acura Integra/RSX? GM has thus far refused to confirm any Astra-based Buicks besides a sedan that’s already being caught without camo in China. But if Buick is going compact, where should it draw the line? After all, the brand is anxious to attract young buyers… but does a compact coupe take Buick’s youth movement too far? And what do you call a Buick coupe that could fit under the hood of a classic Riviera? Rebadged Opels and younger buyers are a solid basis for a Buick revival, but cars like this one prove that Buick needs more than just a direction to head in: it needs a vision.
The Detroit News is reporting that Ford has called a press conference on “brand and product strategy” for later today. It is widely believed that The Blue Oval will use the conference to announce the wind-down of its Mercury brand. Fresh updates as they occur...
UPDATE: The WSJ [sub] confirms that Ford’s board made the decision to axe Mercury. According to their sources, Ford “hopes to merge many of those dealers with existing Ford dealerships or shut them.”
UPDATE: Bloomberg BusinessWeek reports from the press conference, quoting Ford’s Mark Fields as saying
Given our improving financial situation, it really allows us to absorb the short-term cost of discontinuing Mercury… We’re very proud of Mercury’s history, but we’re now looking forward.
CNN Money confirms that the death of Mercury will mean more vehicles for Lincoln, as it paraphrases Ford’s Derrick Kuzack as saying:
Over the next several years, Lincoln will get seven all-new or drastically changed vehicles
This video is the kind of thing that a pretentious grad student would call “an artifact.” For one thing, it proves that Germans do have a sense of humor… they just need Porsche to add enough consonants to the end of its racing models to be activated. This, in turn, gives a keen insight into the reason nobody mentions Germany when it comes to identifying nations that build the “coolest” cars. The Germans, and I say this as an often-overly-serious person of Germanic descent, are just too damn serious. In fact, the satire here is so seriously deadpan as to be almost un-funny. If the humor isn’t obvious enough for you, go ahead and start calculating how much Porsche charges for each “G,” “T,” “R,” and “S.” You’ll be laughing in no time.
OK, so steel-wheeled, camo-clad test mules are never easy to identify. Especially when they are actually an all-new vehicle positioned at a segment that their brand isn’t exactly well-known for competing in. Here’s a hint: this vehicle illustrates exactly why entry-luxury brands like Buick are in so much trouble. We’re looking at a vehicle that will be sold in the US in a few years, sporting a well-known luxury badge. Can you guess the make and model? [Answer: It’s the next-generation Mercedes-Benz B-Class… and once again, there’s no fooling you guys!]
As the Dodge brand redefines itself with new lifestyle packages, new ads, events and sponsorships, and a slew of upcoming new products, it’s using its brand name to send a clear message that its “forever young” attitude and performance-driven history will drive the brand into the future.
The new Dodge brand logo features the DODGE name with a pair of red racing stripes relative to the “E,” suggesting speed and agility. Dodge designers sketched the new logo after Dodge and Ram Truck were clearly defined as separate brands with their own identities and consumers, each needing a logo that represents the character of the brand.
The twin red graphic stripes will be used in communications, advertising, internet and merchandising. They will not appear on Dodge products or on the dealership signage.
Mercury isn’t the only entry-luxury brand in free-fall… it’s just the worst of a beat-up bunch. We’ve included Lincoln to help illustrate Ford’s larger luxury-brand issues, and Buick and Acura for competing-brand comparison.
Bloomberg is reporting that anonymous sources tell them
[Ford’s] top executives are preparing a proposal to kill Mercury to be presented to directors in July
The rumor has yet to be confirmed, but the decision is clearly a sound one. We’ve written at length about Ford’s premium-brandproblems, and Mercury is easily one of the weakest brands on the market. With Lincoln said to be going global, it makes plenty of sense to kill off Mercury. In fact, axing the purposeless entry-luxe brand might just be one of the single smartest moves Ford could make right now.
UPDATE via Twitter’s @davidshephardson(also of the Detroit News): “Mulally says he didn’t read Bloomberg report on Mercury. Says Ford has ‘nothing new to announce.'”
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