Similar to other automakers on the verge of entering a new era (Volkswagen, Nissan, Kia), General Motors is adopting a new corporate logo to mark its transition to electric vehicles and future technologies.
Gone are the dark blue square and white uppercase letters that define GM since 1964. Instead, there’s an electric blue frame and lowercase letters with more rounded contours. Only the “m” is underlined, connecting to the previous GM logos while visually representing the Ultium platform. And within the negative space of that letter is a nod to the shape of an electrical plug.
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GM’s new logo and image will be reflected on its new website starting January 11 in the U.S. and later in 2021 for other markets. Visitors will find the latest information and stories about the automaker’s work across electrification, safety and the road to autonomous driving.
Simultaneously, a new marketing campaign is being launched to promote GM’s transition and accelerate mass adoption of electric vehicles. Titled “Everybody In,” it aims to demonstrate the company’s leadership and invite others—from policymakers to businesses and individuals—to play an active role in moving society forward.
“There are moments in history when everything changes. Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles,” GM global chief marketing officer Deborah Wahl said during a virtual presentation on Friday. “Unlike ever before, we have the solutions, capability, technology and scale to put everyone in an EV.”
Back in November, GM announced plans to offer 30 all-electric models globally by the end of 2025. To make this a reality, GM will increase its financial commitment to EVs and autonomous vehicles to $35 billion through 2025.
At the core of these plans is the highly advanced Ultium battery, which can be fitted to all sorts of models and configurations (including the GMC Hummer EV and Cadillac LYRIQ) and provides an estimated maximum range of 725 kilometres with a full charge. In large-scale production, said battery is expected to bring EVs closer to price parity with gas-powered vehicles, GM claims. In fact, the second-generation Ultium packs, expected mid-decade, will cost 60 percent less than the batteries in use today.