GM’s Ultium platform is the key to creating an equitable and inclusive all-electric future. Through this technology, GM aims to ensure that every individual and every community has access to the benefits and opportunities of the new electric era, which means building electric vehicles for everyone, building out infrastructure and helping the manufacturing workforce make that transition.

However, many Americans have been conditioned to be skeptical of climate change, and especially of electric vehicles. This, combined with the public skepticism that comes with being a legacy automaker, largely overshadowed the fact that we were spearheading the industry’s biggest inflection point in well over a century.

To overcome this, we set out to prove GM’s competency and commitment to make electric mobility accessible to all and introduce the Ultium platform as the power behind GM's ambition. And in turn, we’d expect to see an increase in GM’s share price and market capitalization as the proof that we’d moved the needle.

Transforming the GM business through purpose and product hinged on meeting the right audiences with the right message. While Tesla was omnipresent in the media and almost synonymous with EVs, the company only spoke to a slim portion of Americans. We realized that Tesla might be delivering EVs to coastal elites for years to come, but GM was poised to deliver EVs to all of Main Street America for decades to come.

To best deliver GM’s message, we immediately thought of the only people who could help transform GM’s business on a dime – investors. For many years, Wall Street had been an uncertain place for GM, but getting the financiers on board would be the first step toward reversing the inertia-bound valuations our legacy automaker status granted us.

However, our ambitions were bigger than just Wall Street. For the brand’s revived purpose to really stick, we also needed to get the media and Main Street Americans along for the ride too.