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.

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Nuts & Bolts

 
 

The Twisted NAS-E California Series is a new all-electric 4x4.

Photo courtesy of Twisted

Earlier this year, a luxury 4x4 retailer in Austin, Texas showed off the Twisted NA-V8, a vehicle based on a classic Defender that comes in five different body styles. Now a limited run of 30 Twisted NAS-E all-electric 4x4 is bowing.

The NAS-E is born of the classic Land Rover Defender 90 body with a soft top and features an electric powertrain, a luxurious interior, and impressive off-roading capability. Each model is compliant with all North American EV Regulations and California CARB regulations.

Twisted NAS-E and NAS-E Plus

Photo courtesy of Twisted

"As the world moves steadily toward mass electrification, the Californian market has been missing a uniquely stylish electric 4x4 option that can stand out at the beach, off-road and at stoplights with a level of exclusivity and prestige that can only come from the timeless British Defender form," said Bruce Riggs, COO, Twisted North America. "With color schemes reflecting the natural beauty of California, a removable soft top shape to fully live the elements, advanced electric powertrain engineering exclusive to Twisted, zero-emission power, practical battery range and luxuriously modern interior touches, the Twisted NAS-E is the ultimate expression of the American coastal lifestyle."

The model is the first hero vehicle of the Twisted Legacy collection. It will be sold in two trim levels: NAS-E and NAS-E Plus. The difference mainly comes down to the power allocation. The NAS-E will be powered by a Remy Borg-Warner motor delivering more than 280 pound-feet of torque and 214 brake horsepower. The NAS-E Plus sees its output upped to 309 pound-feet of torque and 320 brake horsepower.

Twisted NAS-E Malibu Photo courtesy of Twisted

Twisted says that the model has a 200-mile range from its 60 kilowatt-hour battery pack.

The SUVs have custom-valved dampers, six-piston front brakes, four-piston rear brakes, hard-use RS29 brake pads, and a traction control system. Four-wheel drive is standard. There are Sport, Eco, and Off-Road drive modes.

The model will be offered in three color options: Malibu, Yosemite, and Tahoe. They will make up the California Series of the models, a limited time 30-vehicle offering.

Twisted NAS-E Tahoe Photo courtesy of Twisted

The NAS-E comes with a good list of features: cream leather seats featuring Alston Alcantara inserts, a three-seat bench across the front row with detachable headrests, 4x tip ups located in the load area, Twisted Sport Wheels finished in silver, a Twisted Stage One front end, NAS roll cage, Bimini hood, an infotainment system, EV management system touch screen, raptored 'spray down' unique flooring, eight-channel audio system, rearview camera with wideview angle, GPS tracker, immobilizer, and air conditioning.

The NAS-E Plus builds on that to include a NAS brush bar, NAS side steps, roll-bar spotlights, NAS-E body stripe decal, and black side sills.

Twisted offers the model with a comprehensive 24-month/20,000-mile warranty. Extensions are available.

Twisted NAS-E Malibu Photo courtesy of Twisted

The Twisted NAS-E starts at $185,000 while the NAS-E Plus comes in at $210,000. Each has a lead time of approximately nine months and requires a fully refundable deposit to reserve. Limited test drives will be available early October 2020.

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This image of a young child was considered so perverted by some that Audi decided to apologize for it.

Photo courtesy of Audi A

Audi has apologized for an advertisement that shows an image of a young girl eating a banana while she stands in front of an Audi RS 4 Avant.

The apology was issued after outcry from critics on Twitter who pointed to perceived numerous flaws in the ad from the overt sexualization of the child because of the banana involved to the potential danger the child was in because she was standing in front of a parked vehicle that can go up to 174 mph.

In the three-part apology, Audi stated, "We care for children. We hear you and let's get this straight: We care for children. The Audi RS 4 is a family car with more than thirty driver assistance systems including an emergency break system. That's why we showcased it with various family members for the campaign."
The statement continues, “We hoped we could convey these messages, showing that even for the weakest traffic participants it is possible to relaxingly lean on the RS technology. That was a mistake! Audi never intended to hurt anyone's feelings. We sincerely apologize for this insensitive image and ensure that it will not be used in future. We will also immediately examine internally, how this campaign has been created and if control mechanisms failed in this case.“
Some of Audi's Twitter followers said that, in their view, the criticism was likely unwarranted while others chose to concentrate on the fact that the model in the photo features a potent power plant. Others pointed out that they felt that the image was pro-pedophilia writing, in German, “I see a pedophile ad here. And child abuse. Disgusting and reprehensible.“

Though this is the first advertising slip up this year for the Audi brand, it's the second major ad folly for Volkswagen Group, Audi's parent company. In May, the company became embroiled in a controversy surrounding an advertisement that features a dark-skinned man being maneuvered around by the hands of a white woman. As the ad developed, the dark-skinned man ended up being flicked away from a yellow Volkswagen Golf, all while upbeat music played in the background.

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