GM reportedly ditching Ultium EV branding on batteries and tech [Video]

General Motors is preparing to pull the plug on the Ultium branding for its EV batteries and related components, reports CNBC.

The components themselves will remain the same, but the Ultium name will disappear other than for production operations such as the Ultium Cells LLC battery joint venture with LG, according to the report, which cited statements from the automaker ahead of a Tuesday investor conference where the rebranding was expected to be made official.

“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 automaker said in a statement to CNBC.

GM announced Ultium in 2020, aiming to achieve economies of scale for a wide variety of EV models by using common motor and battery families. While this demands similar vehicle architectures to house the components, the battery cells…