Influencers, who will be used throughout the campaign, include professional surfer and shark attack survivor Bethany Hamilton

Influencers, who will be used throughout the campaign, include professional surfer and shark attack survivor Bethany Hamilton

General Motors is launching a new US marketing campaign as part of efforts to accelerate mass adoption of electric vehicles.

"The Everybody In campaign is a call to action meant to reflect a movement that's inclusive and accessible," the automaker said in a statement.

The company has also redesigned the GM logo in use since 1964.

"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 GM 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."

The campaign focuses on three themes:

  • Exciting a new generation of buyers and accelerating EV adoption
  • Demonstrating GM's claimed EV leadership which includes the investment of US$27bn in EV and AV products through 2025 and the launches of 30 new EVs globally by the end of 2025
  • Highlighting the range, performance and flexibility of the Ultium platform.

Ultium will be the foundation for GM's next EV lineup powering everything from mass market to high performance vehicles, including the upcoming GMC Hummer EV and Cadillac Lyriq.

GM claims its Ultium platform will be capable of delivering an EV that can go up to 450 miles on a full charge, will power EVs of many sizes, shapes and price points, and is capable of 0-60mph performance in as little as three seconds for some models.

"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."

Influencers "who defy expectations and represent all walks of life", according to GM, will be used throughout the campaign. These "change agents" include Malcolm Gladwell, author of The Tipping Point, professional surfer and shark attack survivor Bethany Hamilton, fitness instructor Cody Rigsby and gamer Erin Simon.

New GM logo

GM said its new logo "builds on a strong heritage while bringing a more modern and vibrant look to GM's familiar blue square".

The new identity extends to technology brands including Ultium.

"The team of GM designers tasked with creating the new logo considered how to balance the history and trust inherent to the existing design with GM's vision for the future," the automaker said.