{"id":31575,"date":"2010-10-08T08:31:09","date_gmt":"2010-10-08T12:31:09","guid":{"rendered":"http:\/\/www.thedetroitbureau.com\/?p=31575"},"modified":"2021-08-26T21:57:22","modified_gmt":"2021-08-27T01:57:22","slug":"whats-in-a-name-apparently-the-wrong-stuff-for-aveo","status":"publish","type":"post","link":"https:\/\/thedetroitbureau.com\/2010\/10\/whats-in-a-name-apparently-the-wrong-stuff-for-aveo\/","title":{"rendered":"What\u2019s In A Name \u2013 Apparently The Wrong Stuff For Aveo"},"content":{"rendered":"
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The new Chevrolet Aveo gets a once-over from a journalist at the Paris Motor Show.<\/figcaption><\/figure>\n

The world got a good look at the all-new Chevrolet Aveo during the Paris Motor Show, this week, but while the sheet metal is bound for U.S. showrooms, the name may stay in Europe, a senior General Motors official tells TheDetroitBureau.com.<\/p>\n

It\u2019s not that Aveo name carries negative baggage, says Mark Reuss, President of GM\u2019s North American core operations.<\/p>\n

\u201cIt\u2019s just that there are a lot of other names out there,\u201d explains Reuss, who doesn\u2019t exactly hide his distaste for the Aveo name.<\/p>\n

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Breaking News!<\/figcaption><\/figure>\n

\u201cIt\u2019s pretty bad when everybody in your own company pronounces the name of the car a different way,\u201d he contends.<\/p>\n

Reuss adds that he has been an advocate of dumping the Aveo name ever since he became the head of GM\u2019s North American Operations in December of 2009.<\/p>\n

A study group is now looking at alternatives, he tells TheDetroitBureau.com, declining to say when the new name will ready.<\/p>\n

owever, time is running short for the name change. The GM assembly plant in Orion Township, Michigan is getting ready to build pre-production vehicles, starting \u00a0in March 2011, and the first production vehicles for sale to the public will roll off the line in August.<\/p>\n

Meanwhile, advertising campaigns designed to build awareness around a vehicle often need to begin anywhere from six to 12 months before a launch, GM executives note.<\/p>\n

Making the switch won\u2019t be cheap.\u00a0 Jim Farley, marketing chief for GM\u2019s rival, Ford Motor Co., recently told TheDetroitBureau.com that a branding campaign to launch an all-new nameplate can cost from $50 million to $100 million more than a marketing effort designed around a brand name that\u2019s already established.<\/p>\n

On the other hand, the earlier Aveo hadn\u2019t gained particular awareness in the American market, so the new car would\u2019ve needed more of a push anyway, according to industry observers.<\/p>\n","protected":false},"excerpt":{"rendered":"

To mutilate the old song, I say a-VEO, you say AH-veo, so Chevy wants to call the whole thing off. Well, the name, anyway. The maker is looking for a new name for its all-new small car, according to GM Pres. Mark Reuss. More from TheDetroitBureau.com.<\/p>\n","protected":false},"author":20009,"featured_media":31576,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":""},"categories":[8],"tags":[],"make":[],"post-state":[],"category_old":[151],"acf":[],"_links":{"self":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/31575"}],"collection":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/users\/20009"}],"replies":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/comments?post=31575"}],"version-history":[{"count":1,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/31575\/revisions"}],"predecessor-version":[{"id":207840,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/31575\/revisions\/207840"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media\/31576"}],"wp:attachment":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media?parent=31575"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/categories?post=31575"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/tags?post=31575"},{"taxonomy":"make","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/make?post=31575"},{"taxonomy":"post-state","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/post-state?post=31575"},{"taxonomy":"category_old","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/category_old?post=31575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}