New campaign, and logo, for GM in a bid to electrify image

DETROIT (AP) — General Motors (GM) is changing its corporate logo and launching an electric vehicle marketing campaign to reshape its image as clean vehicle company, rather than a builder of gas-powered pickups and SUVs.

The 112-year-old Detroit automaker has promised to roll out 30 new battery-powered vehicles globally by the end of 2025 and said on Friday that the new campaign will highlight its progressive vision for the future.

GM said the industry has reached a history-changing inflection point for mass adoption of electric vehicles.

The campaign comes as stock market investors are enthralled with companies that make electric vehicles (EV). Shares of global EV leader Tesla Inc have skyrocketed more than 800 per cent in the past year, and the company’s market value has passed USD800 billion. GM’s shares are only up slightly in the past year and its value is around USD61 billion.

Shares of GM were down 1.6 per cent to USD42.61 in Friday afternoon trading.

GM is scrapping its old square blue logo and replacing it with a lower case gm surrounded by rounded corners. The company says it’s the biggest change to its logo since 1964. The ‘m’ in the logo is underlined to look more like an electrical plug.

“We felt it was just such a transformative moment that this is the time that we would change again,” said GM Global Chief Marketing Officer Deborah Wahl. “Our message here is that we believe there should be an EV for everyone.”

GM is hoping the “Everybody In” campaign prepares buyers for a new era of vehicle propulsion.

Wahl said the marketing campaign will be “very significant,” but she wouldn’t say how much money would be spent or where it will show up. “You will see it in many places throughout the year,” she said on Friday. She said the campaign will start in the United States but eventually will become global. It will not be in brand ads for vehicles, Wahl said.

General Motors new company logo. PHOTO: AP