General Motors Unveils Updated Logo Ahead of CES 2021

Andrew Cummings
January 12, 2021

To compete against Tesla, the market leader in electric vehicles, GM has been publicising its multibillion-dollar push for electrification for months.

"Unlike ever before, we have the solutions, capability, technology and scale to put everyone in an EV", Deborah Wahl, head of marketing at GM, said in a statement. Everybody In is a campaign that GM hopes will bring a new generation of vehicle buyers to the brand, focusing on the company's efforts in EV development while highlighting its Ultium platform. The new logo builds on its "strong heritage while bringing a more modern and vibrant look" to GM's blue square. "Our new brand identity and campaign are created to reflect this", said Deborah Wahl, GM global chief marketing officer. She said the campaign will start in the United States but eventually will become global.

GM is investing heavily in its EV program and is promising a breakthrough that will drastically lower the cost of batteries.

The American company signalled its new eco focus when it reinvented the Hummer as an electric pick-up truck at the end of past year and pledging to invest $27 billion to launch 30 new EVs by 2025. Some will be able to go up to 450 miles per charge and from zero to 60 mph (96kmh) in as quickly as three seconds. According to a CNBC report, the company will spend $27 billion on all-electric and autonomous vehicles through 2025 - up from the $20 billion it announced before the lockdown caused by the COVID-19 pandemic. Last July, Nissan unveiled a new logo at the same time it revealed the Nissan Ariya electric SUV.The new GM logo will not appear on cars and trucks.

The company stopped putting the logo on vehicle bodies about a decade ago as it started to emphasise individual brands.

One ad features Malcolm Gladwell, the author of "The Tipping Point", a pop-culture inflection point of its own and a mainstay for MBA candidates for the past couple decades.

General Motors is also doing the same as it moves towards an electric future. Will they nudge a new crowd toward electric vehicles?

The coming years will see GM transition their vehicle manufacturing to electric vehicles and as such, the company wanted the icon that represents their brand, to shift accordingly to represent that significant change in direction. Although sales were up almost 10 per cent over 2019, electric vehicles still were less than 2 per cent of new vehicle sales.

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