GM Discontinues Ultium Name: Latest Report

General Motors (GM) has decided to discontinue the use of the Ultium name for its modular EV batteries and related components in all current and future U.S.-market electric vehicles, according to a report by CNBC. While the hardware will remain unchanged, the Ultium name will be phased out, except for production operations like the Ultium Cells LLC battery joint venture with LG.

In a statement to CNBC, GM explained, “As GM continues to expand its EV business, the company is no longer branding its electric vehicle architecture, battery cells, or EV components with the Ultium name, starting in North America.”

The Ultium propulsion strategy was introduced by GM in 2020 with the goal of achieving economies of scale for a wide range of electric models by using a common battery cell and motor family. This strategy was intended to mirror the automaker’s traditional part-sharing approach that led to the widespread use of internal-combustion powertrains like the classic small-block V-8.

This strategy has been implemented in vehicles ranging from the high-end GMC Hummer EV to the more affordable Chevrolet Equinox EV. However, GM is now re-evaluating its EV strategy as sales have not met expectations.

In July, GM CEO Mary Barra announced that the company was stepping back from its goal of achieving production capacity for one million EVs by 2025, citing an underdeveloped EV market. In September, Barra also expressed surprise at the political nature of the EV market but reaffirmed GM’s commitment to eliminating tailpipes from its light-duty vehicles by 2035, contingent on customer readiness.