For now, all we have to work with are the known elements: the released Chevy Bolt, the upcoming Bolt EUV, the 2022 GMC Hummer EV, and this latest string of corporate rebranding. Of course, everything is tied in with a new marketing campaign because we all know that when you don’t have a product to share, the least you can do is advertise it like a champ...
Irony aside, the new campaign has been designed around the element that ties all corporate hopes around it – GM's new Ultium platform. It “showcases the range, performance and flexibility” of the new architecture, and it’s about the first tangible thing we have seen from a strategy that is said to include “the investment of $27 billion in EV and AV products through 2025 and the launches of 30 new EVs globally by the end of 2025.”
Of course, there are some products that should come out as expected, namely GMC's Hummer EV and the Cadillac Lyriq. Both are prominently featured on the “front cover” of the new corporate website, and we all know they’re going to be the flagship stars that will bring credence (though not huge sales) to the company.
Fortunately, there’s one ray of hope, or rather, a choice of three blue rays. That’s because in between the shots of a smiling Lyriq (we bet full-grille LEDs are the next major thing in automotive styling) and a Hummer EV enjoying a day out in the snow, there’s also a neat teaser.
Using the basics of the Ultium platform, which is prominently displayed as a skateboard-type EV architecture, the company paints three silhouettes with electric-blue touches. Take this with a grain of salt, but the first one might be the upcoming Bolt EUV, while the final drawing clearly shows a pickup truck body.
Tucked in between, there’s a mysterious fastback-like figure. Hopefully, it’s a vehicle that will blend the proposed range of up to 450 miles (724 km) on a single charge with the 0 to 60 mph (96 kph) performance time of just three seconds. After all, GM didn't put Malcolm Gladwell (author of “The Tipping Point”) right on top of it for nothing.