Canadian Manufacturing

GM releases new campaign and logo, transitioning to electric vehicle focus

GM is scrapping its old square blue logo and replacing it with a lower case gm surrounded by rounded corners.

January 11, 2021  The Canadian Press

General Motors is changing its corporate logo and launching an electric vehicle marketing campaign to reshape its image as clean vehicle company, rather than a builder of gas-powered pickups and SUVs.

The 112-year-old Detroit automaker has promised to roll out 30 new battery-powered vehicles globally by the end of 2025 and said on Jan. 8 that the new campaign will highlight its progressive vision for the future.

GM said the industry has reached a history-changing inflection point for mass adoption of electric vehicles.

The campaign comes as stock market investors are enthralled with companies that make electric vehicles. Shares of global EV leader Tesla Inc. have skyrocketed more than 800% in the past year, and the company’s market value has passed $800 billion. GM’s shares are only up slightly in the past year and its value is around $61 billion.

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GM is scrapping its old square blue logo and replacing it with a lower case gm surrounded by rounded corners. The company says it’s the biggest change to its logo since 1964. The ‘m’ in the logo is underlined to look more like an electrical plug.

“We felt it was just such a transformative moment that this is the time that we would change again,” said Deborah Wahl, GM global chief marketing officer. “Our message here is that we believe there should be an EV for everyone.”

Late last year, GM said it was nearing a battery chemistry breakthrough that will make electric vehicles as affordable as those with internal combustion engines in less than five years. Some will be able to go up to 450 miles per charge and from zero to 60 mph (97 kilometres per hour) in as quickly as three seconds.

The company has promised to spend $27 billion on battery vehicles through 2025.

GM officials have said previously that they will have a small electric SUV that will cost less than $30,000 within five years.

The campaign will run ahead of current electric vehicle sales trends in the U.S. Last year automakers sold just over 260,000 fully electric vehicles. Although sales were up nearly 10% over 2019, electric vehicles still were less than 2% of new vehicle sales.