General Motors has introduced a new marketing campaign designed to assert its new commitment to e-mobility. The Everybody In campaign is “a call to action meant to reflect a movement that’s inclusive and accessible.” The automaker’s vision is that electric, autonomous vehicles can enable a world with “zero crashes, zero emissions and zero congestion.”
GM’s electric efforts are more than just talk—the company plans to invest $27 billion in electrification and autonomy, and to launch 30 new EVs (not all of them for China) by the end of 2025. On the other hand, talk is important too, especially in the fashion-driven auto industry. Many believe that one of the greatest barriers to faster EV adoption has been automakers’ lack of interest in marketing their EVs, so news of a new EV-focused marketing campaign is encouraging.
GM’s campaign will employ pop culture “influencers,” including author Malcolm Gladwell, surfer Bethany Hamilton, fitness instructor Cody Rigsby and gamer Erin A. Simon.
An unmistakable sign GM isn’t just fooling around here: the company has introduced a redesigned, more up-to-the-minute logo, featuring a color gradient, today’s more casual lower-case letters, and even an M that makes “a nod to the shape of an electrical plug.”
“There are moments in history when everything changes. Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles,” said Global Chief Marketing Officer Deborah Wahl. “Unlike ever before, we have the solutions, capability, technology and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.”
“GM has the talent, technology and ambition to advance a safer world for all, help reduce emissions and accelerate toward our all-electric future,” said Wahl. “‘Everybody In’ demonstrates our intent to lead, while inviting others—policymakers, partners, individuals—to play an active role in moving society forward, whether that’s helping to expand infrastructure, advocating for progress in their communities, or simply taking an EV for a test drive to learn about the benefits of EV ownership.”