(New York) The venerable automaker General Motors wants to change its image to highlight its efforts in electric vehicles, starting with its logo.
The new symbol “builds on a strong heritage while adding a more modern and dynamic touch to GM’s traditional blue square,” the group said in a release.
The gradation of blue now used in the lettering of some versions of the logo is intended to evoke the blue sky of an emissions-free future as well as the Ultium electric battery platform developed by the group.
The new shape of the M is also a reference to electrical outlets.
“For the first time, we have the solutions, the capacity, the technology and the size to fit everyone in an electric vehicle,” said Deborah Wahl, GM’s marketing manager, quoted in the press release.
“Our new graphic identity and communication campaign are designed to reflect this.
GM recently stepped up its efforts in electric and autonomous vehicles with a promise to invest $27 billion by 2025, particularly to better compete with Tesla and younger competitors.
The group plans to launch 30 new electric vehicle models by the end of 2025, with examples in each of the group’s four brands – Cadillac, GMC, Chevrolet and Buick.
To promote its new identity, the group will launch a new version of its website on Monday.
The Detroit-based automaker was the first major automotive group to produce an electric vehicle in the 1990s. But it has since been largely overtaken by Elon Musk’s company, which has been able to bring this technology up to date against the backdrop of the fight against global warming.
Driven by investors’ enthusiasm for what they see as the future of the automobile, Tesla is now worth more than $800 billion on the stock market, even though the group sells far fewer vehicles than traditional manufacturers.
General Motors was worth $61 billion on Wall Street Friday night.
Source: Press CA