GM to Drop Corporate Badge from Vehicle Exteriors
General Motors will begin phasing out its “GM” logo from all vehicles starting with the 2010 model year, shifting focus to individual brands after a turbulent year.
General Motors will stop placing its corporate “GM” badge on the exterior of its vehicles, starting with the 2010 model year. The decision, confirmed by company spokesperson Terry Rhadigan, comes as GM seeks to emphasise its core brands following its emergence from bankruptcy in 2009.
The “GM Mark of Excellence” badge, typically found on the front wings or doors of most GM vehicles, will disappear as the company aims to strengthen the identity of Chevrolet, Buick, Cadillac and GMC. The change was approved by GM’s newly formed executive committee earlier in August 2009 and will be implemented gradually as new models enter production.
Brand focus after bankruptcy
GM’s decision follows a period of dramatic restructuring. After filing for bankruptcy protection earlier in 2009, the company secured a $50 billion bailout from the US government and announced plans to sell or wind down four of its eight brands: Hummer, Pontiac, Saab and Saturn. The remaining brands are now the focus of GM’s marketing and product strategy.
The shift in branding is being led by Vice Chairman Bob Lutz, who moved from product development to head up marketing efforts. Lutz has argued that consumers in the US often do not connect GM’s brands with the parent company, particularly after the high-profile bankruptcy. By removing the corporate logo, GM hopes to reinforce the strength and recognition of Chevrolet, Buick, Cadillac and GMC in their own right.
What it means for buyers and dealers
For buyers, the absence of the GM badge will have little impact on the vehicles themselves, but it marks a clear shift in how the company wants its products to be perceived. Dealers will market cars and trucks under the individual brand banners, without the visual association to the GM parent. The move is part of a broader strategy to rebuild trust and value in the surviving brands after the company’s financial crisis.
The badge removal will be phased in as new models are launched, so existing vehicles on lots and in use will continue to carry the GM logo until they are replaced. The company has not announced any changes to interior badging or other corporate identifiers at this stage.
Context in GM’s restructuring
This branding change is one of several steps GM has taken to reestablish itself after its government-backed restructuring. The company’s renewed focus on its four core brands is intended to help clarify its market position and support recovery in sales and reputation. For further context on GM’s post-bankruptcy challenges, see GM Faces Reputation Risk as Ignition Switch Recall Widens.
