The new brand for General Motors is barely its fifth main redesign because the autoamker was based greater than 110 years in the past.
General Motors is altering its company brand because it launches a brand new advertising technique centered on all-electric autos. It is barely the fifth time the Detroit automaker has performed a serious redesign of its brand since being based in 1908.
The new brand options the automaker’s “gm” initials in lowercase letters with the “m” underlined as a nod to its Ultium battery cell platform that can underpin its new EVs, mentioned Deborah Wahl, GM’s chief advertising officer. The blue letters are inside a rounded field of the identical coloration. It replaces a white “GM” underlined inside a darker blue block.
The change follows strain from Wall Street final 12 months to spin off its EV enterprise, which the corporate has mentioned it analyzed and determined in opposition to.
Morgan Stanley analyst Adam Jonas beforehand instructed GM change its title to higher signify the corporate’s future plans, which embody 30 new EVs globally beneath a $27 billion funding in electrical and autonomous autos by means of 2025.
“I truly believe we are at an inflection point for EVs,” Wahl mentioned throughout a media briefing Friday. “Today we’re creating a call to action and we’re showing how we plan to lead the future by inviting ‘everybody in.’ … we want to spark the mass EV adoption movement.”
The new brand, which was designed in-house, accompanies a brand new “everyone in” tagline and promoting marketing campaign centered on EVs. The “ev” to start the tagline is within the new blue coloration whereas the opposite letters are in white.
Wahl mentioned the marketing campaign shall be “very significant,” however she declined to offer how a lot the automaker spent on the redesigned brand and new messaging.
“We’re actually all in this together and GM’s future will be built on the people and the forward momentum of products, software and services that make EVs accessible for everybody,” Wahl mentioned. “This campaign will challenge stereotypes and represent all walks of life.”
Mary Barra, Chairman and CEO of General Motors, and Mark Reuss, Executive Vice President of GM Global Product Development, reveal the Chevrolet Bolt EV to the information media on the 2016 North American International Auto Show January 11th, 2016 in Detroit, Michigan.
Bill Pugliano | Getty Images
GM’s first EVs on its next-generation Ultium platform won’t be accessible to everybody from a pricing standpoint although. The first car is a $112,600 GMC Hummer EV, adopted by a luxurious Cadillac crossover referred to as the Lyriq. Lower-priced autos are anticipated within the coming years. GM at present affords the Chevrolet Bolt EV for beneath $40,000 however that does not function GM’s Ultium know-how.
An anthem spot for the brand new advert marketing campaign, referred to as “Generation E,” options “change agents” together with Malcolm Gladwell, creator of “The Tipping Point,” skilled surfer and shark assault survivor Bethany Hamilton, Peloton health teacher Cody Rigsby and video gamer Erin Ashley Simon.
GM is amongst a rising variety of main firms making company brand adjustments lately. Others have included Kia Motors, Rite Aid, Burger King and Pfizer.