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DETROIT — A New York Times article out this week proclaimed that the Chevy nickname might be falling by the wayside after it obtained an internal memo from General Motors that discouraged the usage of the moniker.

However, in a quick turn of events, GM is now backpedaling, saying that no, the name is not dead, and that customers are welcome and even encouraged to use it.

In essence, the automaker explained in a statement released Thursday that the memo was misunderstood, and that going forward, GM officials will refer to the brand as Chevrolet on a global basis to streamline their marketing message. But that customers, especially those in the U.S., are more than welcome to continue to calling the brand Chevy.

Apparently, in the memo in question — which went out to employees dealing with Chevrolet marketing — GM reminded them to be consistent with using the term "Chevrolet" instead of "Chevy" in dealership signage, marketing materials and things of that nature as the brand continues to increase its presence worldwide.

"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," the news report quoted the memo as saying.

"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," it continued. "Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer."

GM spokesperson Tom Wilkinson told Auto Remarketing Thursday: "As the brand has been growing globally, the company has tried to get its arms around how the branding is done. " 

Sending the memo was another step toward that end, he shared. 

"We want to transition to 'Chevrolet,' so we've got one name around the world," Wilkinson stated.

But that doesn't mean that GM wants customers or fans to stop referring the brand by its "Chevy" nickname.

Some fans and customers apparently feared this was the case, but Wilkinson emphasized "that's not the issue at all." 

To help clarify its position, GM officials said in a statement, "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," the automaker noted.

"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," it continued.

"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," officials added. "The memo in question was one step in that process.

"We hope people around the world will continue to fall in love with Chevrolets and smile when they call their favorite car, truck or crossover a 'Chevy,'" the statement concluded