GM adopts new logo and marketing plan for the future of electric vehicles

DETROIT — General Motors will redefine its corporate image and marketing strategy to better align with its commitment to electrification.

The company’s new marketing strategy will focus on electric vehicles, and the GM logo will be modernized with a sky-blue hue and lowercase letters.

“There are times in history where everything changes. Inflection points. We believe such a point is upon us for mass adoption of electric vehicles,” said Deborah Wahl, Global Marketing Director of GM, said in a press release.

“Like never before, we have the solutions, capacity and scale to put everyone in an electric vehicle. Our new brand identity and campaign are designed to reflect this.”

The campaign, titled “Everybody In,” focuses on accelerating EV adoption, demonstrating GM’s EV plans and highlighting GM’s proprietary Ultium battery platform , GM said in a statement.

Wahl described the media support behind the campaign as “very significant”, but declined to provide details. A person familiar with the campaign said Ad ageaffiliate Automotive Newsthat it will be accompanied by a Super Bowl commercial. Ad age in November announced that the automaker was set to return to the game for the second year in a row.

The refreshed brand image is tied to GM’s goal of becoming the industry leader in electric vehicles. Last year, GM announced that it would invest $27 billion in the development of electric and autonomous vehicles and launch 30 electric vehicles through 2025.

The automaker’s only electric vehicle so far is the Chevrolet Bolt, but GM has announced it will launch a utility version of the Bolt and the GMC Hummer pickup this year, followed by the Cadillac Lyriq crossover in 2022.

The automaker is expected to showcase more electric vehicle launch plans at CES next week. CEO Mary Barra will deliver a keynote address and several GM executives are expected to speak during the show.

Ultium batteries, which GM has developed with LG Chem, will power the automaker’s next generation of electric vehicles, starting with the Hummer and Lyriq. The batteries have a range of up to 450 miles (724 km) and provide acceleration from 0 to 60 mph (97 km/h) in three seconds on some models.

“‘Everybody In’ demonstrates our intent to lead, while inviting others – policy makers, partners, individuals – to play an active role in shaping society, whether by helping develop infrastructure, advocating for progress in their communities or simply taking an EV for a test drive to learn more about the benefits of owning an electric vehicle,” Wahl said.