GM launched a huge campaign this week in the United States and will be deployed in stages worldwide to highlight the automaker’s transition to electrification. The campaign was made by McCann, as well as the logo and type, which were developed internally. This is a big change and will cover all of its products, including its old ICE vehicles.
EV’s marketing campaign for everyone in EV
GM says its new “All in” campaign sets “an optimistic and inclusive tone for the company’s future EV and focuses on three topics”
- Exciting new generation of buyers and accelerating the adoption of electric cars;
- Demonstrate GM ‘s leadership of EV, which includes a $ 27 billion investment in EV and AV products by 2025 and the launch of 30 new EVs worldwide by the end of 2025; and
- Emphasize the scope, performance and flexibility of the Ultium platform.
Deborah Wall, GM’s chief marketing officer, manages the “fee”:
There are times in history when everything changes. Bending points. We believe that such a question lies ahead for the mass acceptance of electric vehicles. Unlike ever, we have the solutions, capabilities, technology and scale to put everyone in EV. Our new brand identity and campaign are designed to reflect this.
Influence of GM
GM led Malcolm Gladwell, author of Turning pointto highlight the upcoming maritime change in the industry. Gladwell will hold talks with GM President Mark Royce at CES next week, which should be interesting. Gladwell, along with Cody Rigsby from Peloton’s fame and influential figures as a professional surfer and shark survivor Bethany Hamilton and gamer Erin A. Simon will also appear in GM commercials and promo videos.
Here’s a look at the history of the GM logo and to say that there are 5 is a bit of a stretch. There are actually 3 with 3 repetitions of the previous one, which took place from 1964 until today, so to say that this is a big deal would be an understatement.
GM plans to spend a lot here, so expect to see these campaigns everywhere.
Much of me is like, “Just show me the car dealerships, I don’t need all this marketing!” But I have to remember that I cover electric cars and I’m not the typical GM buyer, even though I rented a bolt for three years, which I loved.
The move here is bold for GM for sure. To say that betting the company on a zero campaign for electrification, autonomy and safety is almost an understatement. They are turning this ocean tanker to the future (in my opinion a little late), using traditional marketing tools.
But marketing is often a lot of trouble, smoke and mirrors, and tricks. I want to see batteries, moto, specifications and most importantly vehicles … in person. GM will have to reject its reputation for having the first EV (EV1) and the first long-range EV (Bolt) and then squandering its lead on Tesla.
However, I like the direction GM is going here. They have welded their future to three priorities in their zero campaign, which I think fit their brand perfectly. They want to bring electric cars to more people, including the low market, where Tesla and other electric cars really haven’t gone. To be honest, that’s exactly what I think GM needs to do to stay relevant in the future. They understand it.
It remains to be seen whether they can track or leave these assets blocked as EV1.
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