General Motors is working to remake its public image with a new logo, a new company-wide marketing campaign and a new website as it shifts from a company that makes largely internal combustion vehicles to offering mostly all-electric vehicles over the next decade.
On Friday, GM said starting Monday it will debut the campaign to promote mass adoption of EVs called “Everybody In.” The company will replace its familiar blue square logo and will launch a new GM.com website to share the latest information about work in electrification and self-driving cars.
The "Everybody In" campaign will feature media influencers to help introduce a new generation of buyers to EVs. Likewise, designers have created a new logo using a color gradient of vibrant blue tones to represent the cleaner skies of a zero-emissions future.
“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.
Wahl said GM's investment and technology in EVs has created the scale to put "everyone in an EV."
"Our new brand identity and campaign are designed to reflect this," she said. " ‘Everybody In’ demonstrates our intent to lead, while inviting others — policymakers, partners, individuals — to play an active role ... whether that’s helping to expand infrastructure, advocating for progress in their communities or simply taking an EV for a test drive.”
GM has touted its transformation to EVs and self-driving cars for years, saying it seeks a world with zero crashes, zero emissions and zero congestion.
Last fall, GM CEO Mary Barra told Wall Street the company has invested $27 billion in EV and AV products through 2025 and will launch 30 new EVs globally by the end of 2025. Previously, GM had said it would bring 20 new EVs to market by 2023.
The “Everybody In” campaign is intended to excite a new generation of buyers and challenge the perception of EVs by highlighting the range, performance and flexibility of GM's Ultium battery platform.