For the first time in over 50 years, General Motors is changing its corporate logo. GM has launched a new initiative aimed at electrifying the majority of its automotive platforms. It is not a short term goal. It’s a shift that will permeate projects of the automaker for the rest of its future. To commemorate this bold new direction, the company thought it prudent to also launch a new logo and marketing campaign that is more in keeping with the electric times.
The GM’s logo change
On Friday, GM announced that in an effort to promote mass adoption of electric vehicles, or EVs, the corporate logo and website would be updated, and a new marketing campaign will be launched. The logo change is effective on Monday. The blue square with the capital letters “GM” within will be no more. Instead, in its place is an outlined round-edge square with lower case letters within that spell out “gm”. The “m” is underlined.
The logo’s change is the first for GM since 1964. Logos will not change on the company’s vehicles just yet. Initially, however, the logo change rolls-out on letterhead, internal communications, and the company buildings.
“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.” – Deborah Wahl, GM global chief marketing officer.
Marketing campaign: Everybody In
On the marketing side, there is an electrification-for-the-masses campaign initiative, which also begins Monday. It is called, Everybody In. The hope is to inspire not just a corporate culture shift, but eventually a worldwide shift away from internal combustion engines.
“Everybody In demonstrates our intent to lead, while inviting others — policymakers, partners, individuals — to play an active role … whether that’s helping to expand infrastructure, advocating for progress in their communities or simply taking an EV for a test drive.” – Deborah Wahl, GM global chief marketing officer.
GM’s Ultium battery technology
Much of GM’s future is based on the success of the new Ultium battery technology. The new tech will underpin many of the automaker’s models in the near future. The first is the Hummer pickup due out later this year. The next announced vehicle to use the Ultium battery structure is the Cadillac Lyriq, which is due out next year. The technology is expected to yield over 400 miles in range on a full charge.
Auto manufacturers across the globe are in a rush to enhance their electrification programs. The rush is due to governmental restrictions or regulations that will take effect in the coming years. Indeed, some countries or smaller municipalities have already banned new car sales of internal combustion engine vehicles by certain dates. For example, in the United States, the state of California is banning them beginning in 2035. Other states are expected to follow.