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GM is launching a huge campaign in the United States this week and will roll out in stages around the world to mark the automaker’s move to electrification. The campaign was carried out by McCann along with the logo and type, which were developed in-house. This is a big change that will encompass all of its products, including its older ICE vehicles.
GM’s ‘Everyone In’ EV Marketing Campaign
GM says its new ‘Everybody In’ campaign sets “an optimistic and inclusive tone for the future of the company’s electric vehicles and focuses on three themes”:
- Excite a new generation of buyers and accelerate the adoption of EVs;
- Demonstrate GM’s leadership in electric vehicles, which includes investing $ 27 billion in electric and audiovisual products through 2025 and launching 30 new electric vehicles around the world by the end of 2025 ; and
- Highlight the reach, performance and flexibility of the Ultium platform.
Deborah Wahl, GM’s Global Marketing Director, is leading the “charge”:
There are times in history when everything changes. Inflection points. We believe that such a point is upon us for the mass adoption of electric vehicles. Unlike ever before, we have the solutions, the capabilities, the technology, and the scalability to put everyone in an EV. Our new brand identity and new campaign are designed to reflect this.
GM influence
GM brought in Malcolm Gladwell, author of Tipping point, to highlight the drastic change to come in the industry. Gladwell will have a chat with GM Chairman Mark Reuss at CES next week, which should be interesting. Gladwell, along with Peloton’s Cody Rigsby of fame and influencers like pro surfer and shark attack survivor Bethany Hamilton and player Erin A. Simon will also appear in GM’s commercials and promotional videos.
GM logo
Here’s a look at the history of GM logos and to say there have been 5 is a bit of a stretch. There are realistically 3 with 3 iterations of the previous one which lasted from 1964 to today, so to say this is a big deal would be an understatement.
GM plans to spend big here, so expect to see these campaigns everywhere.
Taking Electrek
A big part of me is like, “Just show me the cars at the dealerships, I don’t need all this marketing!” But I have to remember that I cover EVs and I’m not the typical GM buyer, even though I leased a Bolt for three years which I loved.
The move here is bold for GM for sure. To say that they are betting the company on the Zero Electrification, Autonomy and Safety campaign is almost an understatement. They are turning this ocean-going tanker into the future (a bit late, in my opinion) using traditional marketing tools.
But marketing is often a bunch of cruelty, smoke and mirrors, and shenanigans. I want to see the batteries, the motorcycles, the specs and most of all the vehicles… in person. GM will have to avoid its reputation for having the first EV (EV1) and the first mainstream long-range EV (the Bolt), then squander its lead on Tesla.
Having said that, I like the direction GM is taking here. They’ve summed up their future to three priorities in their Zero campaign which I think fits their brand perfectly. They want to bring EVs to more people, including the lower end market, where Tesla and other EVs haven’t really gone. If I’m being honest, that’s exactly what I think GM needs to do to stay relevant in the future. They understand.
It remains to be seen now if they can follow through or if they leave these stranded assets like the EV1.
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