Detroit-based automaker General Motors has decided to abandon its “Ultium” brand, which was once touted as revolutionary technology for electric vehicles. The company had invested billions in developing in-house batteries and technologies under the Ultium name, but will now focus on a more flexible approach to producing both traditional and electric vehicles.
The shift comes as GM rethinks its electric vehicle strategy amidst slower-than-expected adoption rates. Despite reporting a 60% year-over-year increase in EV sales, electric vehicles still only make up a small percentage of the company’s total sales.
GM’s new approach will involve a multi-chemistry, multi-form factor, and multi-supplier strategy, moving away from its original Ultium pouch cells. The company has already announced a deal with Samsung SDI to manufacture hard-can batteries, known as prismatic cells.
The decision to drop the Ultium brand is a significant one, given the millions of dollars invested in marketing and advertising the technology. GM’s president of global markets, Rory Harvey, confirmed that the company is rethinking its plans for a second all-electric vehicle plant in Orion Township, Michigan, citing the need to refocus on customer demands.
GM currently has one plant in the US that exclusively produces EVs, with plans to delay the opening of a second plant by at least a year. The company’s commitment to electric vehicles remains, but its approach is evolving to meet changing market conditions.
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