General Motors hopes to transform the vehicle buying and ownership experience through its new Ultifi customer experience platform, which will give GM EV owners a digital I.D. number and related profile.
GM disclosed a small amount of detail on the Ultifi platform on a slide that was shown during its presentation at the 2020 Barclay’s Global Automotive Conference this week. Ultifi will enable all GM EV owners to receive a digital I.D. number, along with an accompanying digital cloud profile and smartphone application. Through this profile and app, customers will be able to manage over-the-air updates for their vehicle, track their vehicle ownership history and payments and much more.
The name Ultifi is closely related to the Ultium name for GM’s new modular battery system and family of electric drive motors. Ultium batteries and motors will power almost all new GM EVs going forward and will help it achieve what CEO Mary Barra called a “multi-brand, multi-segment EV strategy,” with economies of scale that will rival its full-size truck business.
“While Ultium underpins our upcoming EV hardware, Ultifi underpins our customer experience commitment for those EVs,” explained newly appointed GM Chief EV Officer, Travis Hester. “It’s a digital unification platform across the entire journey: Purchase, Onboarding, and Ownership.”
Hester said the impact of Ultifi can already be seen with the launch strategy for the 2022 GMC Hummer EV. The battery-electric truck has clear non-negotiable pricing and a full digital reservation system – both of which are a sign of GM’s future strategy for EV sales under Ultifi. The automaker says this transition will also help it “dramatically improve,” its use of e-commerce and digital retail to promote and close vehicle transactions.
GM announced earlier this week that it would invest $27 billion to bring 30 new EVs to market before the end of 2025. These will include products from the Chevy, Buick, GMC and Cadillac brands and will range in price from low five figures to over $100,000. The Hummer EV will be the first Ultium-based GM EV and will be followed shortly after by the Cadillac Lyriq crossover.