DETROIT, Jan. 8, 2021 /PRNewswire/ -- General Motors is
debuting a new marketing campaign as part of the company's
comprehensive efforts to accelerate mass adoption of electric
vehicles. The "Everybody In" campaign is a call to action meant to
reflect a movement that's inclusive and accessible. The company is
also evolving its brand identity as GM transforms itself to deliver
on a vision that creates a world with zero crashes, zero emissions
and zero congestion.
"There are moments in history when everything changes.
Inflection points. We believe such a point is upon us for the mass
adoption of electric vehicles," said Deborah Wahl, GM global chief marketing officer.
"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 "Everybody In" campaign sets an optimistic and inclusive
tone for the company's EV future and focuses on three themes:
- Exciting a new generation of buyers and accelerating EV
adoption;
- Demonstrating GM's EV leadership, which includes the investment
of $27 billion in EV and AV products
through 2025 and the launches of 30 new EVs globally by the end of
2025; and
- Highlighting the range, performance and flexibility of the
Ultium platform.
Ultium will be the foundation for GM's next-generation EV
lineup, powering everything from mass-market to high-performance
vehicles, including the GMC HUMMER EV and Cadillac LYRIQ. GM's
Ultium platform will be capable of delivering an EV that can go up
to 450 miles on a full charge1, will power EVs of many
sizes, shapes and price points, and is capable of 0-60
mph2 performance in as little as three seconds for some
models.
"GM has the talent, technology and ambition to advance a safer
world for all, help reduce emissions and accelerate toward our
all-electric future," said Wahl. "'Everybody In' demonstrates our
intent to lead, while inviting others – policymakers, partners,
individuals – to play an active role in moving society forward,
whether that's helping to expand infrastructure, advocating for
progress in their communities, or simply taking an EV for a test
drive to learn about the benefits of EV ownership."
Influencers who defy expectations and represent all walks of
life will be used throughout the campaign. These change agents
include Malcolm Gladwell, author of
"The Tipping Point," professional surfer and shark attack survivor
Bethany Hamilton, fitness instructor
Cody Rigsby and gamer Erin A. Simon.
"Everybody In" ushers in new brand identity
As GM
amplifies its EV message, it has also created a revitalized brand
identity designed for a digital-first environment. The new logo
builds on a strong heritage while bringing a more modern and
vibrant look to GM's familiar blue square. The new brand identity
extends to technology brands including Ultium. The team of GM
designers tasked with creating the new logo considered how to
balance the history and trust inherent to the existing design with
GM's vision for the future.
According to Sharon Gauci, GM
executive director of Global Industrial Design: "This was a project
our team took so personally, not just for ourselves but for the
164,000 employees this logo represents. At every step we wanted to
be intentional and deliberate because this logo signifies creative
and innovative thinking across the global General Motors
family."
The new GM logo features a color gradient of vibrant blue tones,
evoking the clean skies of a zero-emissions future and the energy
of the Ultium platform. The rounded edges and lower-case font
create a more modern, inclusive feel. The underline of the "m"
connects to the previous GM logos as well as visually representing
the Ultium platform. And within the negative space of the "m" is a
nod to the shape of an electrical plug.
A new way to learn more
To complement the "Everybody
In" campaign and new GM brand identity, the company will launch a
new GM.com site on Jan. 11, 2021
to share the latest information and stories about GM's work across
electrification, safety, citizenship and the road to autonomous
driving. GM.com will celebrate the people and the technologies that
are moving GM forward and play a meaningful role in bringing news
and updates to audiences around the world.
General Motors (NYSE:GM) is a global company focused
on advancing an all-electric future that is inclusive and
accessible to all. At the heart of this strategy is the Ultium
battery platform, which powers everything from mass-market to
high-performance vehicles. General Motors, its subsidiaries and its
joint venture entities sell vehicles under
the Chevrolet, Buick, GMC, Cadillac, Baojun and Wuling brands.
More information on the company and its subsidiaries can be found
at https://www.gm.com.
1 GM estimated. EPA estimates not
available. Vehicle range may vary based on several factors,
including temperatures, terrain, battery age, and vehicle use and
maintenance.
2 GM estimated.
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SOURCE General Motors Co.