**GM Ditches 'Ultium' Branding for EV Batteries Amid Strategy Overhaul**

General Motors (GM) has decided to drop the name "Ultium" for its electric vehicle (EV) batteries and associated technologies, marking a significant shift in its branding strategy. After heavily promoting the Ultium brand through extensive marketing campaigns—including appearances in Super Bowl ads in 2021 and 2022—the automaker has opted for a new direction as it reassesses its EV operations.

Despite the removal of the Ultium name, the underlying battery technologies will remain integral to GM's EV strategy. The company announced this decision ahead of an important investor event where it plans to highlight its capacity to produce both traditional internal combustion engine vehicles and EVs. This move comes amid slower-than-expected adoption rates for electric vehicles.

The automaker had invested billions of dollars in the development of its Ultium batteries, previously touted as groundbreaking. Although the Ultium branding will no longer be used, it will still be present in production operations, particularly in the "Ultium Cells" joint venture plants with LG Energy Solution.

"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," GM stated. The company has brought in new executives, including Tesla veterans JP Clausen and Kurt Kelty, in an effort to revamp its EV battery strategy amid fluctuating market conditions.

Despite a 60% year-over-year increase in EV sales during the third quarter, totaling around 32,100 units, EVs only comprised 4.9% of GM's total sales during this period. To address this, GM is transitioning from its original Ultium pouch cells to a multi-chemistry, multi-supplier strategy. Earlier this year, the company announced a $3 billion agreement with South Korea's Samsung SDI to manufacture prismatic cells as part of this diversified approach.

In addition to rethinking its EV battery strategy, GM is reevaluating other areas of its operations. Rory Harvey, GM president of global markets, confirmed last month that the company is rethinking its plans for a second all-electric vehicle plant in Orion Township, Michigan. Originally scheduled to open by the end of 2024, these plans have now been delayed by at least a year to better align with current market demands.

Presently, GM operates one exclusive EV production facility in the U.S.—Factory Zero in Detroit. The ongoing adjustments and strategic shifts underscore GM's commitment to evolving in response to the dynamic landscape of the automotive industry.