GM Super Bowl

David Franklin, Analyst

12 February 2021

General Motors’ Super Bowl commercial targets more than just Norway

Last Sunday’s Super Bowl drew in close to 100 million local and international viewers, making it one of the most-watched events of the year so far. The commercials shown during the coverage have generated almost as much interest as the main event, with companies paying more than US$5 million for a 30-second spot. Ford, Jeep and Toyota took the opportunity to spread non-automotive messages, but General Motors (GM) opted to highlight its plans for the electrified vehicle sector.

Taking a comedic stab at Norway for having the world’s highest concentration of electric vehicles per capita, GM underscored its commitment to launching 30 new global electric vehicles by 2025. Making their advertising debuts, the reinvented GMC Hummer EV Pickup and the Cadillac LYRIQ SUV were heavily featured in the 60-second commercial.

The LYRIQ is expected to be available in the first half of 2022, kicking off a cascade of electrified model launches, with a particular focus on the SUV bodystyle. Hot on the heels of the LYRIQ will also be a soon-to-be-named D-segment SUV by Cadillac later in the year. By the end of 2023, Cadillac should have added four new electric SUVs to its portfolio.

Empowering GM’s ambitious 30 vehicle target, is their newly developed Ultium battery system. The new Ultium system is said to increase design flexibility, provide extended range, minimize cost, and most impressively reduce development time of vehicles by half.

Last year, less than 1% of GM’s US sales were of non-ICE-powered vehicles. With these new arrivals and the raft of other new models in the pipeline, electric vehicles are projected to account for more than 11% of the group’s total sales in the US market, equating to around 310,000 units/year in volume terms.

While the commercial received mixed reviews for its comedy value and overall message, when it comes to its future in the electric vehicle arena, GM’s message is loud and clear.