To Advance Zero-Emissions Future, GM Invites 'Everybody In'

Rhea-AI Summary

General Motors has launched the "Everybody In" marketing campaign to drive mass adoption of electric vehicles (EVs). This initiative is part of a broader strategy focusing on inclusivity and accessibility, aiming to reflect GM's commitment to a future with zero crashes, emissions, and congestion. The campaign emphasizes GM's leadership in the EV market, backed by a $27 billion investment through 2025 and plans to introduce 30 new EVs globally by 2025. The Ultium platform will power a diverse range of vehicles, enhancing performance and charging capabilities.

Positive

• Launch of the "Everybody In" campaign to promote EV adoption.
• Investment of $27 billion in EV and AV products by 2025.
• Introduction of 30 new EV models by the end of 2025.
• Ultium platform provides range and performance, enabling EVs to travel up to 450 miles on a full charge.

Negative

• None.

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.

FAQ

What is the "Everybody In" campaign by GM?

The "Everybody In" campaign is a marketing initiative launched by General Motors to accelerate the mass adoption of electric vehicles through inclusivity and accessibility.

How much is GM investing in electric vehicles?

General Motors is investing $27 billion in electric vehicle and autonomous vehicle products through 2025.

What is the Ultium platform?

The Ultium platform is GM's next-generation battery technology that powers its electric vehicles, offering flexibility in vehicle sizes and capabilities.

When will GM launch its new website related to the "Everybody In" campaign?

GM will launch its new website on January 11, 2021, to provide updates on electrification and other initiatives.

How many new electric vehicles will GM launch by 2025?

GM plans to introduce 30 new electric vehicle models globally by the end of 2025.