New York (AFP)
The venerable automaker General Motors (GM) wants to change its image to highlight its efforts in electric vehicles, starting with its logo.
The new symbol "builds on a solid heritage while adding a more modern and dynamic touch to GM's traditional blue square," the group said in a statement.
The blue gradient now used in the letters of certain versions of the logo is supposed to evoke the blue sky of a future without polluting emissions 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 while the line under the letter refers to a similar line in the old logo.
"For the first time, we have the solutions, the capacity, the technology and the size enough to fit everyone into an electric vehicle," said Deborah Wahl, GM marketing manager, quoted in the statement. .
"Our new graphic identity and our communication campaign aim to reflect this".
GM recently stepped up its efforts in electric and autonomous vehicles by promising to invest $ 27 billion in them by 2025, in particular to better face Tesla and young competitors.
The group plans to launch 30 new models of electric vehicles 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 manufacturer was the first major automotive group to produce an electric vehicle in the 1990s. But it has since been largely overtaken by the company of Elon Musk, which has been able to bring this technology up to date against a backdrop of struggle. against global warming.
Driven by the enthusiasm of investors for what they consider to be 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 on Friday night.
© 2021 AFP