Electronics and Semiconductors

GM unveils new logo ahead of CES 2021

11 January 2021
General Motors has changed its logo to reflect its new switch to a greater emphasis on electric vehicles. Source: GM

General Motors is preparing for the future of the automotive industry, fully embracing a switch to electric vehicles (EVs) in the future.

GM said it plans for 40% of its U.S. fleet to be battery EVs by the end of 2025 and an even higher percentage in future years. This includes 30 new EVs launched globally by the end of 2025. GM planned to invest $20 billion into EV platforms prior to the onset of the COVID-19 pandemic, but has committed to an additional $7 billion through 2025.

Now, the company is making a switch in its marketing with a new logo that it said reflects its future vision of zero emissions, zero crashes and zero congestion. It is only the fifth time in its more than 100 year history that GM has changed logos.

The new logo is part of GM’s “Everybody In” campaign that is targeted at the mass adoption of EVs. GM chairman and CEO Mary Barra is expected to discuss GM’s electric future at her keynote address on Tuesday at this week’s all-digital CES 2021.

“There are moments in history when everything changes,” said Deborah Wahl, global chief marketing officer at GM. “Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles. Unlike ever before, we have the solutions, capability, technology and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.”

The foundation of the new EVs from GM will be through its Ultium platform, a framework for delivering EVs of all shapes, sizes and price points with the capability to travel 450 miles on a full charge.

The “Everybody In” campaign and the new GM brand will launch today during the opening day of the all-digital CES 2021, taking place this week.

To contact the author of this article, email PBrown@globalspec.com

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