Continuing the legacy
GM, a legacy auto brand known for its big trucks and American roots, appeared at CES (the Consumer Electronics Show) with one major goal: To reposition the company as a modern tech leader.
Americans have been conditioned to be skeptical of climate change and buying EVs. A lack of commitment by industry and infrastructure, has further cemented this idea that EVs are luxury vehicles.
The auto industry was at an inflection point – a shift from reliance on gas and diesel fuel to electric power. GM unveiled Exhibit Zero at CES, with a goal of zero crashes, zero emissions and zero congestion.
The star of the show
We shined a spotlight on the Ultium battery platform, GM’s revolutionary battery technology designed to power a wide variety of its new electric vehicles. With this foundation, we were ready to take our message beyond the conference and to the masses, with the overarching marching campaign, “Everybody In.”