Welcome to a bonus edition of the podcast as I take a look at the news GM is walking away from ‘Ultium’.
GM ABANDONS “ULTIUM” BRANDING FOR EV TECHNOLOGY
General Motors (GM) has decided to discontinue the “Ultium” name for its electric vehicle (EV) technologies.
This announcement was made ahead of an investor event where GM emphasized its capability to produce both traditional and electric vehicles while also focusing on lowering battery costs and examining different battery chemistries.
A written statement said: “As GM continues to expand its EV business, the company is no longer branding its electric vehicle architecture, battery and cells, or EV components with the Ultium name, starting in North America.”
Kurt Kelty, GM’s vice president of battery cell operations, revealed the discontinuation of the Ultium battery brand, which was initially launched with high expectations four years ago. He explained that this change is essential for developing batteries tailored to specific vehicle requirements. GM also plans to open a battery prototyping center at its Warren, Michigan technical center by 2027, which could significantly accelerate battery development timelines.
The company is set to manufacture around 200,000 EVs in North America this year, with the goal of achieving production profitability by the end of the year. That number is scaled back from a potential maximum of 300,000 units.
GM has heavily invested in the development of the Ultium batteries, which were previously touted as revolutionary for creating a profitable EV business. However, the “Ultium” name will be retired, although the associated technologies and production efforts, including the Ultium Cells joint venture with LG Energy Solution, will continue.
GM is moving away from its original Ultium pouch cells, which contained nickel manganese cobalt, to other battery types and chemistries. Earlier this year, GM secured a deal worth over $3 billion with Samsung SDI to produce prismatic batteries, indicating a move towards a more diverse strategy that involves multiple suppliers and battery formats.
I have my own theory too, which may be wrong, if you know differently, please correct me. Ultium Cells LLC is the name of the joint venture with LG, and as soon as GM wanted to start sourcing cells from other suppliers, it makes sense that LG wouldn’t want to have their Ultium name associated with competitors.
To an extent, Ultium was a branding exercise, being used in a public-facing way to denote something special, but it was also a philosophy of making millions of cells and modules, simply scaling up or down the amount according to the vehicle requirements. When Tesla started using cells outside of Panasonic, they had been known to work hand-in-hand building factories and facilities together. But over the last few years that changed as the market changed.
In 2020, Tesla started using batteries from Chinese manufacturer CATL for some Model 3 vehicles produced at its Shanghai Gigafactory.
Also in 2020, Tesla began sourcing batteries from South Korean manufacturer LG Energy Solution for Model 3 and Model Y vehicles produced in China.
Tesla has also been working on developing and producing its own battery cells, known as the 4680 cells. The company unveiled these cells at its Battery Day event in September 2020 and began limited production in 2022, this year they made their 100 millionth 4680 cell.
GM is also rethinking its marketing strategies after significant investment in advertising campaigns, including high-profile Super Bowl ads in 2021 and 2022 for Ultium products that were not available to consumers at the time. Additionally, the company is reconsidering its plans for a second all-electric vehicle plant in Orion Township, Michigan, with the opening of this facility now delayed by at least one year as GM seeks to adapt its manufacturing strategies to current market demands.
Currently, GM has one dedicated EV manufacturing site in the U.S., called Factory Zero, located in Detroit.
https://evne.ws/3zSLRQa
NEXT-GEN CHEVROLET BOLT EV DETAILS UNVEILED
General Motors (GM) shared new information about the 2026 Chevrolet Bolt EV during its Investor Day, announcing that this updated model will be part of a “family” of Bolt vehicles, which may include additional affordable versions. GM President Mark Reuss noted that the new Bolt will be priced similarly to the now-discontinued 2023 model while still ensuring profitability for GM. He said, “The 2026 Bolt will offer the same value as the original Bolt and much more. And it will be a money maker for us. Think about that.” The 2026 Bolt is expected to launch in late 2025, with pricing likely just above the 2023 Bolt EUV crossover’s starting price of $28,795.
Reuss outlined that the approximately $30,000 model will be only one option in the Bolt lineup, with plans for more economical alternatives.
The original Bolt EV hatchback and Bolt EUV crossover were discontinued in 2023, removing a budget-friendly option from the U.S. EV market. However, GM has since decided to bring the model back. While detailed specifications for the new Bolt are not yet available, Reuss confirmed that it will include “the latest technology and faster charging.”
https://evne.ws/4eWXvZf
EV LOSSES AT GM EXPECTED TO DECREASE
General Motors announced on Wednesday that its electric vehicle (EV) production losses will peak this year before beginning to decline. The anticipated improvement is linked to the startup of its battery manufacturing operations and a rise in EV sales due to new model releases. GM is working to overcome the limitations of lithium-iron phosphate (LFP) battery technology by developing pickup trucks with a significant driving range.
https://evne.ws/3BFmaDn