General Motors Reaffirms Ambitious EV Strategy In The Middle East
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With the unveiling of the company’s latest innovations towards mass adoption of electric vehicles at CES 2022, General Motors reaffirmed its ambitious EV strategy in the Middle East. The automaker took advantage of the global debut of the all-new Chevy Silverado EV and Chevy Equinox EV last week to confirm the imminent expansion of the electric vehicle portfolio in Southwest Asian countries.
GM’s Middle East operations are at the forefront in the deployment of fully electric vehicles and will play an important role in the company’s global EV strategy, which aims to lead the mass adoption of zero-emission models. As such, GM Africa and Middle East is committed to offering the best and widest range of electric vehicles in the region through its Chevrolet, GMC and Cadillac brands.
“We are building a multi-brand, multi-segment EV strategy in one of GM’s most important international markets and a region renowned for its early adoption of technology,” said President and Managing Director of GM Africa and the Middle East, Luay Al Shurafa, in a statement. “We have good reason to be optimistic about the future of EVs across the Middle East as we introduce 13 new EVs over the next three years and continue to innovate and create meaningful partnerships that support the ambitious regional government goals to reach net zero,” he added.
As officially announced in November 2021, General Motors plans to launch a total of 13 next-generation electric vehicles in the Middle East by 2025. All will be based on the company’s revolutionary Ultium EV platform, a highly flexible and dedicated architecture that will provide a significant competitive advantage by having the ability to generate an EV for each customer and each wallet.
The rollout of GM electric vehicles in the Middle East will begin later this year with the launch of the all-new GMC Hummer EV pickup, followed by the arrival of the Cadillac Lyriq at the region’s dealerships in mid-2023. Thereafter, the EV onslaught will intensify in keeping with efforts by local authorities to push the shift from combustion vehicles to zero-emission vehicles.
In addition, the manufacturer will also roll out its zero emissions strategy for the fleet market with the introduction of the BrightDrop EV600 in the Middle East. General Motors recently signed a memorandum of understanding with the postal services company Emirates Post to renew the latter’s fleet with the Ultium-based commercial vehicle, which is a key component of the company’s strategy for the global delivery and logistics sector.
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My question to GM: Previously you said you’d release 23 pure EVs by 2025 worldwide, how many 100% EVs will you release in the USA countrywide by 2025, so we, your loyal American customer, can actually buy one here in the USA, in any state, not just California?
I don’t know, I can’t figure out gm’s alienating marketing strategy. Perhaps the Middle East countries are slipping money to someone under the table? The irony is that money to pay for gm’s EV’s will come from oil money.
A growing question in my mind – many EV manufacturers will be bringing various EV’s to market in the next 2-3 years. That’s “old news” – lots of EV’s coming.
There will be competition. To date, Tesla has had the EV market to themselves. In 2025 consumers will have a lot of choices. First, which EV’s will be most popular – which will offer the best value and win market share? And second, for the winners, can they manufacture at a pace to meet market demand? It doesn’t matter if you have a great EV if you can’t make them in numbers to meet market demand.
So – for GM – what will be the production capacity for the mid-market Chevrolet EVs? If the model proves a winner, can GM meet demand? A nice problem to have (making and selling cars fast enough), but a problem nonetheless – leaving sales and profits “on the table” due to production shortfalls. The other side of that coin – having excess factory capacity, excess costs/overhead, unused, because the vehicle is not a winner with consumers…..
interesting questions. I am sure they will release vehicles and schedule production according to demand.
Who knows what batteries will be made of in a few years – Toyota promising solid state batteries will rely less (if at all) on lithium.
Either way, we are in the most exciting and dramatic shift in the automobile industry in 100 years. Not all manufacturers will survive.