DETROIT — General Motors is rebranding itself this week to invoke visions of blue skies ahead and promote its commitment to electrification.
GM will launch a redefined corporate marketing strategy centered on EVs and will modernize its logo with a sky-blue hue and lowercase letters.
“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’s global chief marketing officer, said in a statement.
“Unlike ever before, we have the solutions, capability and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.”
The campaign, called “Everybody In,” focuses on accelerating EV adoption, demonstrating GM’s EV leadership and highlighting GM’s proprietary Ultium battery platform, GM said in a statement.
The refreshed branding ties into GM’s goal of becoming the industry’s EV leader. Last year, GM said it would invest $27 billion toward electric and autonomous vehicle development and launch 30 EVs through 2025.
So far, the automaker’s only EV is the Chevrolet Bolt, but GM has said it will launch a utility version of the Bolt and the GMC Hummer pickup this year, followed by the Cadillac Lyriq in 2022.
The automaker is expected to outline more launch plans at CES this week. CEO Mary Barra will give a keynote address, and several GM executives are expected to speak during the show.
Ultium batteries, which GM developed with LG Chem, will power the automaker’s next-generation EVs, starting with the Hummer and Lyriq. The batteries have a range of up to 450 miles and allow 0 to 60 mph acceleration in three seconds on some models.
“ ’Everybody In’ demonstrates our intent to lead, while inviting others — policymakers, partners, individuals — to play an active role in moving society forward, whether that’s helping to expand infrastructure, advocating for progress in their communities or simply taking an EV for a test drive to learn about the benefits of EV ownership,” Wahl said.
GM also redesigned its logo to align with its new identity. The logo stays true to the company’s history while also aligning with technology brands, including Ultium, GM said.
The logo is vibrant blue to signify the clean skies of a zero-emissions future, GM said. It also gets rounded edges and a lowercase font. The “m” will remain underlined to create the shape of an electrical plug within the negative space.
GM planned to launch a rebranded website Monday, Jan. 11, to share its latest information on electrification, safety and autonomous driving.