GM Ditches Ultium Brand for EV Batteries Amid Strategy Rethink

Coverage indicates that General Motors is set to abandon the Ultium branding for its range of EV batteries and associated parts, which are a feature of all its present and future electric vehicles in the American market, as per a Tuesday report by CNBC.

The physical components of the products won't undergo any changes; however, General Motors will be removing the 'Ultium' branding except when referring to manufacturing activities like their collaborative enterprise with LG, Ultium Cells LLC, for battery production. This information comes ahead of a Tuesday investor meeting, where the company is anticipated to formally announce the rebranding, as reported by CNBC with references to declarations from the car manufacturer.

2025 Model of the Electric GMC Hummer

General Motors is broadening its electric vehicle operations, and as part of this growth, it will cease using the Ultium label for its electric vehicle platform, battery cells, and EV parts, initially in the North American market, according to a company announcement shared with CNBC.

In 2020, General Motors unveiled their Ultium propulsion plan, which focuses on standardizing a shared battery cell and motor family across numerous electric vehicles to streamline production. This approach is an adaptation of the company's long-standing practice of part interchangeability, which previously resulted in widespread internal-combustion engines such as the iconic small-block V-8.

2024 Chevy Equinox Electric Vehicle

GM has adopted this approach for a variety of vehicles, from the high-end GMC Hummer EV to the more affordable Chevrolet Equinox EV priced at $34,995. However, the company is reconsidering its approach to electric vehicles as the sales increase is not as rapid as desired.

During a July announcement, General Motors' chief executive, Mary Barra, indicated the company was retreating from its goal to build the capacity to produce one million electric vehicles by 2025, citing an immature electric vehicle market as the reason. Later, in September, Barra expressed her astonishment at the politicization of electric vehicles, yet reaffirmed the company's commitment to remove exhaust systems from its light-duty vehicle lineup by 2035—a vision set forth in 2021—contingent on consumer readiness.

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