New Logo

General Motors reveals new logo, corresponding marketing campaign featuring influencers

General Motors revealed a new logo today.

Photo courtesy of General Motors

Despite Ford having a larger electrified vehicle footprint in the U.S., General Motors is leading the way with rhetoric around the electrification of vehicles among the Big Three automakers. Last summer, GM's CEO Mary Bara confirmed that the company was entertaining the possibility of changing its name. The rhetoric has been met in the boardroom with a new company logo as part of an evolving brand identity.

New GM logo design

General Motors joins BMW, Rolls-Royce, Volkswagen, Stellantis, Kia, and Nissan by presenting a fresh logo for public consumption. The new logo represents just the fifth in GM's storied history.

According to the company, the logo was designed to represent a digital-first environment. According to a release, it "builds on a strong heritage while bringing a more modern and vibrant look to GM's familiar blue square".

General Motors blue square new logo 2021 General Motors debuted its new logo today. It's just the fifth logo in company history.Photo courtesy of General Motors

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 fresh logo features a variety of blue tones that are meant to represent clean skies and energy. It has rounded edges and a lower case font that GM says gives the logo a "more modern, inclusive feel". Further, the underlined "m" connects the new logo to the old while the negative space of the letter is a nod to the shape of an electrical plug.

New marketing campaign

The new identity and corresponding campaign is meant to showcase General Motors' push toward 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."

Bethany Hamilton Ultium battery GM campaign Shark attack victim Bethany Hamilton is one of GM's new spokespeoplePhoto courtesy of General Motors

The "Everybody In" campaign features three main talking points:

  • How exciting the new generation of buyers are and how that will accelerate electric vehicle (EV) adoption.
  • GM's EV leadership, which includes an investment of $2 billion in EV and autonomous vehicle products through 2025 and the launches of 30 new EVs globally by the end of 2025
  • The range, performance, and flexibility of the Ultium platform.
GM will utilize influencers to push their message. The roster 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.

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Honda notified dealers of upcoming supply cuts.

Photo courtesy of American Honda Motor Co., Inc

Honda, like all major automakers today, is truly a global operation. Though it produces plenty of vehicles here in the United States, many of the components it relies on for manufacturing come from elsewhere in the world. That means Honda, like the other auto giants, needs its global supply chain operating smoothly in order to prevent disruption. Unfortunately for Honda dealers and potential customers, disruption is what's about to happen. The automaker recently sent a letter to its dealers, forecasting reduced vehicle supply in the coming weeks.


2021 Honda Ridgeline No. 19 - Honda Photo courtesy of American Honda Motor Co., Inc


The dealer letter, posted to the Civic XI forum and fan site, was dated August 25 and confirmed by a dealer upset with the development, according to Automotive News. In the letter, Honda cites the ongoing pandemic and microchip shortages as major factors impacting its production efforts. Total shipments to dealers could be cut by up to 40 percent, but not all models will be affected to the same degree.

The letter noted that supplies of the Pilot and Passport SUVs will hold steady, and shared that production of the Civic hatchback is on schedule. However, the situation is fluid and could change at any time, so there's a chance that timelines could speed up or slack off as necessary.


2022 Honda Pilot Some models will see more cuts than others.Photo courtesy of American Honda Motor Co., Inc


Honda is just the latest in a long line of automakers struggling to keep pace with demand in the face of several converging global crises. In an effort to keep vehicles rolling out of factories, General Motors has implemented selective feature cuts in some of its new vehicles, such as the removal of engine start/stop tech from some trucks and SUVs. Earlier this month, Ford Motor Company told Mustang Mach-E buyers to expect delays of at least six weeks as it grapples with the chip shortage, and will temporarily reduce production capacity at a few of its plants.

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Biden will target 50 percent of all vehicle sales for EVs by 2030.

Ford

In the last several months, we've seen automakers from all corners of the globe commit to some degree of electrification by the end of the decade and beyond. That includes the American Big Three: Ford Motor Company, General Motors, and Stellantis (Chrysler, Dodge, Jeep, others). Today, President Joe Biden plans to throw his weight behind these efforts by signing an executive order that sets a goal of pushing the sales of zero-emissions vehicles to half of all vehicle sales in the U.S. by 2030.

Biden's target is not legally binding, but the industry is already jumping on board. In a joint statement, Ford, General Motors, and Stellantis confirmed that they aim to hit an EV sales volume of 40-50 percent annually. It's worth noting that the President's 50 percent goal and the automakers' sales targets also include plug-in hybrid vehicles, which still use a traditional gasoline engine.


Jeep PHEV The target also includes plug-in hybrid vehicles, which still use gas engines.Jeep


Auto unions and dealers are not opposed to the ambitious roadmaps laid out by the Big Three, but both have differing views on what is essential and how things will ultimately play out. While aware of the goals, the UAW is focused on wage growth and the preservation of jobs and benefits. It feels that an increase in EV production volume must happen here in the U.S. to include good-paying American union jobs.

Dealers, to a degree, are supportive of the goals but skeptical of their ultimate success. Some feel that electric vehicles do not present the earth-shattering shift in functionality and usability that other new products, such as smartphones, did in different industries. Regardless of concerns and skepticism, it appears that automakers are going all-in on the shift to electrification, so we're bound to see a wealth of new battery-electric and plug-in hybrid vehicles in the next few years.


GM battery facility rendering Automakers are pledging billions to increase EV and PHEV production volume.GM

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