Marketing Currents - Business and Marketing Current Events

GM unveils new logo to emphasize its pivot to electric vehicles


General Motors debuted a new logo meant to convey the automaker’s renewed commitment to the production and sale of electric vehicles. The company is also launching a new marketing campaign to underscore that commitment, as it seeks to compete with Tesla and other automakers that are rushing new EVs to market.

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Discussion Questions:

  1. What is branding?
  2. Why do you think logos are important to a company from a branding perspective?
  3. Why do you think GM is introducing a new logo?
  4. Do you think there is a risk associated with the introduction of a new logo, especially for a brand as recognizable as GM? Why or why not?
  5. What is positioning?
  6. Based on information from this news story, how do you think GM is hoping to position the brand?
  7. How might this strategy help GM to compete with brands like Tesla?
  8. Why do you think a pivot to electric vehicles is an important priority for GM? Be prepated to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.