GM Launches ‘Everybody In’ Campaign to Showcase Ultium Vehicles Platform
DETROIT – General Motors is debuting a new marketing campaign Monday as part of the company’s comprehensive efforts to accelerate mass adoption of electric vehicles.
The “Everybody In” campaign is a call-to-action, the automaker says, that’s meant to reflect a movement that’s inclusive and accessible. The company says it 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, in a statement. “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.”
To complement the “Everybody In” campaign and new GM brand identity, the company will launch a new GM.com site Monday to share stories about GM’s work across electrification, safety, citizenship and the road to autonomous driving.
The “Everybody In” campaign sets an optimistic and inclusive tone for the company’s EV future and focuses on three themes, the company said:
- 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 charge, will power EVs of many sizes, shapes and price points, and is capable of 0-60 mph performance in as little as three seconds for some models, according to the automaker.
“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.
As GM amplifies its EV message, it has also created a revitalized brand identity designed for a digital-first environment. The new logo brings a more modern and vibrant look to GM’s familiar blue square. The new brand identity extends to technology brands including Ultium.
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 company said. 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.
Pictured at top: Fitness instructor Cody Rigsby is one of the social media influencers featured in GM’s “Everybody In” campaign that launches Monday.
SOURCE: General Motors Co.
Copyright 2022 The Business Journal, Youngstown, Ohio.