At the recent GM EV day, General Motors unveiled a slew of new info and details on its forthcoming all-electric vehicle efforts, including its new Ultium battery tech and the new BEV3 EV architecture. The deluge of new EV products presents a big opportunity for the automaker, essentially allowing The General to “reset” in a variety of different areas.
GM President Mark Reuss addressed the opportunity at the GM EV Day event, saying: “Our news EVs will enable us to reset brands, models, and channels.”
For now, many buyers neglect to consider GM’s various products based on issues concerning image and brand perception. Previously, we wrote that GM could do well with a new brand specifically for EVs, one which wouldn’t carry any of the history or buyer preconceptions typically associated with General Motors.
With over 110 years of history behind it, GM’s legacy is well-entrenched. But with the burgeoning all-electric vehicle segment, the automaker has a clear opportunity to create something entirely new for itself, while also resetting perceptions for its various brands, models, and channels.
To note, the “brands” Reuss refers to include Chevrolet, GMC, Cadillac, and Buick in the U.S., as well as the customer perception and reputation that those makes bring with them. Models would be specific automobiles underneath those brands, such as the Chevrolet Corvette, while channels would be customer-facing things like dealers.
One great example of the “reset” Reuss refers to would be the upcoming GMC Hummer EV. Not only will this all-electric pickup truck offer the brand-new BT1 GM EV platform and the latest Ultium battery tech, but it’ll also be a complete reversal from the gas-guzzling associations of the original Hummer line. At the same time, the range-topping GMC Hummer EV will dole out more than 1,000 horsepower and run to 60 mph in just three seconds, completely changing customer perceptions of Hummer, and by consequence, GMC as well.