Branding

CEO Mary Barra entertains the possibility of changing the General Motors company name

The Renaissance Center In Detroit is the home of General Motors.

Photo courtesy of General Motors

Imagine telling Walter Chrysler and the Dodge brothers that their namesake companies would one day be ruled by a corporate overlord with a name sounding like a character from the Marvel Universe or a new erectile dysfunction medication - Stellantis.

Now, imagine telling William C. Durant that the horsepower conglomerate he founded could be getting a name with a moniker that could be confused for a mythical planet or a protective metal that helps Superman combat the effects of kryptonite - Ultium.

That's exactly the proposition General Motors CEO Mary Barra admitted that she has entertained during a company earnings call today

2021 Cadillac Lyriq Cadillac will debut its new electric SUV in August, the Lyriq. Photo courtesy of Cadillac

On the call, Morgan Stanley analyst Adam Jones asked Barra why GM doesn't change isn't name to Ultium, the name it has given its new battery pack. GM has promised 20 new electric vehicles will debut by 2023.

In response, Barra had what some may call a Freudian slip, saying, "We're going to make any change necessary to drive shareholder value," before going on to explain that she "so strongly" believes in the "technology and our future product plans as it relates to electrification. That's something that we evaluate and look at, when's the right time and what are the proof points that ... make it real. We believe strongly in our EV future."

What just yesterday seemed like an almost preposterous idea, has apparently been worked on by GM executives who have studied ways to add a little luster to the GM brand identity.

Barra and other GM executives have continually pushed electrification as a strategy for success in a mobility-rich future.

Certainly stock prices and investment opportunities drive automakers. Ford is continuously discussed as having a low stock price while Tesla’s is soaring despite the fact that Ford has the top-selling vehicle in the U.S. and Tesla is the subject of Reddit pages filled with quality control issues and brand apologists making excuses.

Despite this, it looks, for now, like the General Motors name is safe. But, like the market for electric vehicles, its future remains uncertain.

Trending News

 
 

Limited-edition pickup truck

Ford offering limited edition colors for 2022 Ranger Splash

The Ranger Splash will be offered in three limited-run colors.

Ford

During its time off the market in the United States, the Ford Ranger remained a popular utility vehicle in global markets. In other markets, the truck is offered in unique special editions, such as the Ranger Raptor and Ranger Storm, but the options in the U.S. are limited. Last year, Ford announced the return of the Ranger Splash, a funky version of the truck that roamed the streets in the 1990s. Today, the automaker outlined another Splash edition, this time to be produced in limited quantities with special color options.

Ford will offer three colors for the new Ranger Splash Limited Edition: Snow Edition, Forest Edition, and Sand Edition. The colors will roll out one at a time "every few months," according to Ford, and the package will add $1,495 to the Ranger's price tag.

Ranger Splash Limited Edition The Snow Edition is based on the Lariat trim, but the other two are based on the lower XLT model.Ford

The Lariat Ranger Splash Snow Edition features a gray paint color with black exterior trim and a unique grille design. Inside, the truck carries ebony leather upholstery with ash gray accent stitching and carbon touches. Ford says it will produces just 750 Splash Snow Edition trucks, with availability starting in spring.

The XLT Ranger Splash Forest Edition (pictured above) comes with Forged Green exterior paint and red grille accents. The interior offers black cloth upholstery with ash gray accent stitching and carbon accents. Just 500 Forest Edition vehicles will be produced, with availability starting in summer.

Ranger Splash Limited Edition The colors will roll out every few months in 2022. Ford

The third and final truck in the series is the XLT Ranger Splash Sand Edition. It gets Desert Sand exterior paint, dark exterior accents and red grill "nostrils." It also gets black cloth upholstery with ash gray stitching and carbon accents. The Sand Edition will debut in fall with a run of only 500 trucks.

Trending News

 
 

Chevy recently dropped a load of specs and opened orders for the new Silverado EV.

Chevrolet

After months of teases and speculation, Chevrolet took the wraps off its 2024 Silverado EV pickup truck. The long-awaited electric truck lands with impressive range of up to 400 miles, plenty of power, and neat features that improve its ability to do "truck stuff." The $105,000 RST First Edition model sold out in 12 minutes, so we're here to ask the question: Would you line up to buy one?

2024 Chevrolet Silverado EV It's all about the screens in the RST First Edition model. Chevrolet

Chevrolet will offer the truck in two trims at launch: A fleet-oriented WT (work truck) model and a consumer-friendly RST First Edition model. Chevy says it will eventually offer a fleet model with 20,000 pounds of max towing capacity. The WT model will launch first with 510 horsepower and 615 pound-feet of torque, which adds up to a towing capacity of 8,000 pounds and 1,200 pounds of payload. The RST trim offers a Wide Open Watts (WOW) Mode that bumps power to 664 ponies and 780 pound-feet of torque, which is good for a 0-60 mph time of just 4.5 seconds.

The RST model offers advanced features to make daily driving easier for the everyday buyer, including four-wheel steering, automatic adaptive air suspension, a 17-inch touchscreen and 11-inch gauge cluster, a 14-inch head-up display, and Super Cruise with trailering capability. An available onboard generator system can produce up to 10.2kW of power for equipment such as worksite power tools or campsite gear.

2024 Chevrolet Silverado EV Preorders for the $105,000 RST First Edition sold out in just 12 minutes.Chevrolet

Both trucks come exclusively in crew cab format, and will offer an "eTrunk" where the engine bay would be in a traditional truck. The lockable, weatherproof compartment can carry a large suitcase, and adds to the Silverado EV's already impressive interior storage. The RST's center console can swallow more than seven gallons of gear, which is large enough to hold a small lunch cooler, according to Chevy. RST models are also available with GM's excellent Multi-Flex tailgate, but there's a new feature for the electric truck that its gas-powered counterparts don't get: A Multi-Flex Midgate that opens the space between the cab and bed for carrying longer cargo. Using the function won't interfere with use of the back seat, either, so the truck will still carry at least four people.

Trending News