General Motors debuted with a new logo designed to express the automaker’s renewed commitment to the production and sale of electric vehicles. The company is also launching a new marketing campaign to highlight this commitment, as it seeks to compete with Tesla and other carmakers rushing to market new electric vehicles.
It’s been about a decade since GM last changed its logo, but this update represents the most striking change in the company’s 113-year history. The most obvious change is the use of the lowercase letter “gm” in the logo, since previously only capital letters were used. The emphasis was shortened to “m”
The blue square is rounded at the corners, giving the logo the look of a smartphone app. Blue is used as a contour, not to fill the whole square, and the negative space in the letter “m” is intended to give the shape of an electrical plug.
“This is only the fifth logo change in 113 years,” Deborah Wall, GM’s chief marketing officer, told reporters on Friday. “And perhaps the most progressive thing we’ve done since 1964.”
A new marketing campaign will focus on GM’s move to electric vehicles. Turning point author Malcolm Gladwell has been chosen as the carmaker’s spokesman.
As an umbrella company for a family of car brands, the GM logo is not as recognizable as some of its rivals such as Ford or Tesla. For example, the new logo will not appear on any of its new EVs, from the Cadillac Lyriq to the GMC Hummer EV. As such, the new marketing campaign aims to spread the word about the company’s overall commitment to electrification, instead of selling any vehicle.
For months now, GM has been working hard on its multibillion-dollar pivot for electrification, while monitoring the meteoric rise in Tesla’s share price. On Thursday, Tesla CEO Elon Musk saw that his own worth surpassed Amazon’s Jeff Bezos, making him the richest man in the world. And today, for the first time, the value of Tesla’s shares overshadowed the combined values of GM and Ford.
GM is trying to convince investors of its own commitment to electric vehicles. The company recently pledged to spend $ 27 billion on electric and autonomous vehicles by 2025, up from the $ 20 billion it announced before the COVID-19 pandemic. GM also said it will launch 30 new electric cars worldwide, more than two-thirds of which will be available in North America.
GM introduced two new EVs in 2020: the Cadillac Lyriq SUV, which is expected to go into production by the end of 2022, and the GMC Hummer EV, scheduled for the end of 2021. But the car giant has been criticized for launching cars on market too late, while other car manufacturers are racing to deliver their electric cars to customers much earlier.
The next will be two new versions of the Chevy Bolt, the automaker’s mass-produced electric car, which has been on sale since 2017. The revamped Bolt and the larger Bolt Electric Utility Vehicle were first announced at the automaker’s EV Day earlier this year. year and is expected to go into production in the summer of 2021. GM also said it will launch a 400-mile Chevy electric pickup.