- GM will drop the name “Ultium” for its electric vehicle batteries and supporting technologies after spending years promoting the brand.
- The company said the batteries and technologies will remain, but the name “Ultium” will not.
- GM spent millions of dollars in marketing and advertising Ultium, including back-to-back years of Super Bowl ads in 2021 and 2022.
DETROIT — General Motors
will drop the name “Ultium” for its electric vehicle batteries and supporting technologies after spending years promoting the brand as it rethinks its EV and battery operations.
The Detroit automaker confirmed the switch Tuesday ahead of an investor event in which GM is expected to discuss the change.
It also is expected to use the event to tout the the company’s flexibility to produce both traditional vehicles with internal combustion engines and EVs. Its commitment to EVs comes amid slower-than-expected adoption on electric vehicles.
The change comes after GM spent billions of dollars to develop in-house “Ultium” batteries and technologies that the automaker previously touted as “revolutionary” and the ultimate technologies to be able to build a profitable EV business.
MORE:
www.cnbc.com/2024/10/08/gm-ditching-ultium-name-for-batteries-tech-amid-ev-changes.html