Connect with us

Published

on

After four years of using the most-watched television program in the US to promote its electric vehicles, GM will not participate in the 2024 Super Bowl. The move comes following a four-year streak of EV-supporting ads.

No GM-Netflix EV ads during the 2024 Super Bowl?

Who can forget General Motors’s Super Bowl commercial with Netflix and Will Ferrell last year?

The 1-minute ad featured Ferrell going through various Netflix scenes while promoting EVs. The clip shows GM electric vehicles, including the Chevy Silverado EV, Blazer EV, Cadillac Lyriq, and GMC Hummer EV.

GM has used the platform to promote its upcoming EVs for the past four years. In 2020, GM teamed up with Lebron James to advocate for its GMC Hummer EV as a “Quiet Revolution.

The following year, it was Will Ferrell again explaining how Norway was “out-EV’ing” the US with its Ultium vehicles. It features the Cadillac Lyriq and GMC Hummer EV.

And then, in 2022, we saw GM promote its Ultium platform again with Austin Powers’ nemesis “Dr. EV-il.”

GM-2024-Super-Bowl
Will Ferrell navigating Netlfix’s Army of the Dead in GMC Sierra EV Denali / Credit: General Motors/Netflix

However, this year will be a different story. GM is not planning on advertising during the 2024 Super Bowl.

A GM spokesperson confirmed the decision to Automotive News affiliate Ad Age. The move comes after GM has gone from “all in” on EVs to pushing back new model launches.

CEO Mary Barra said GM is delaying the launch of the Equinox, Silverado RST, and GMC Sierra Denali EVs last month. Barra said GM is “taking immediate steps to enhance the profitability of our EV portfolio.” This includes “moderating the pace of our EV acceleration in 2024 and 2025.”

GM Super Bowl ad starring Will Ferrell in 2021 (Source: GM-Trucks.com)

GM’s leader explained the decision was to “maintain strong pricing.” Honda also announced it was recently abandoning plans to build affordable EVs with GM.

Despite this, Barra says GM is in the middle of “strengthening” its EV business, and then it will accelerate further.

Electrek’s Take

GM has already announced several initiatives to cut costs. Barra laid out a net $2 billion fixed cost program earlier this year and another “Winning with Simplicity” plan to improve efficiency.

The news also comes after the UAW and GM reached a record labor agreement that will result in a 25% base wage increase.

GM has struggled to ramp up production of its Ultium vehicles so far. The automaker showed some progress in Q3 with new models, including the Blazer EV and Silverado EV (WT) edition launching.

With several new models expected to begin rolling out next year, it looks like GM is putting its investments to better use.

FTC: We use income earning auto affiliate links. More.

Continue Reading

Environment

Tesla Robotaxi launch news hub and watch party

Published

on

By

Tesla Robotaxi launch news hub and watch party

Tesla is holding its ‘We, Robot’ event today, which is expected to be the launch of its new Robotaxi, a vehicle dedicated to self-driving.

Here, you will find our news hub for the event, which will contain all the most important information about the event and our watch party.

Before being called its ‘We, Robot’ event to “unveil the future of autonomy”, Tesla called today’s 10/10 event the “unveiling of its Robotaxi”.

The Tesla Robotaxi is a vehicle that CEO Elon Musk has been talking about for the past two years.

Since 2016, Musk claimed that all Tesla vehicles built from then on would be capable of full self-driving capabilities through future software updates enabling owners to use them as “robotaxis”.

That has yet to happen and Musk made some owners worried when he started talking about Tesla building a new vehicle dedicated to self-driving: the Robotaxi, which is also sometimes referred to as the Cybercab.

This unveiling event is not only going to be interesting as our first official look at Tesla’s new vehicle, but many Tesla owners and shareholders want to know how this new dedicated vehicle fits into Tesla’s self-driving effort.

The vehicle itself is expected to be a two-seater with butterfly wing doors, no pedals or steering wheel, and have a design inspired by the Cybertruck.

Considering the event is about autonomy, we expect Tesla to also give an update about Optimus, its humanoid robot, at the event.

There could also be a surprise unveiling of Tesla’s upcoming new vehicles, like the next-gen Roadster or two cheaper vehicles based on Model 3 and Model Y.

Tesla is holding the event on Warner Brothers’ studio lot in Los Angeles, which has non-public streets. Some have speculated that Tesla is holding the event there to do some self-driving demos without getting a self-driving permit, which the automaker has avoided getting in California for years.

The event is set to start at 7 PM local time or 10 PM ET, and it will be live-streamed here:

Here’s our Tesla Robotaxi unveiling news hub, where you can find our articles about the most important news that comes out of the event (refresh the page for more stories):

We are also hosting a very informal watch party with myself, Fred Lambert, and Jamie Dow. Some other Electrek staff members might join too.

FTC: We use income earning auto affiliate links. More.

Continue Reading

Environment

Rivian’s R1T is getting a new solar-powered tonneau cover ‘to go further’ and ‘do anything’

Published

on

By

Rivian's R1T is getting a new solar-powered tonneau cover 'to go further' and 'do anything'

Rivian’s (RIVN) electric pickup is getting unique new accessories. Worksport (WKSP) is releasing aftermarket accessories for the Rivian’s R1T, including its solar-powered SOLIS tonneau cover.

Known for its tonneau covers for trucks, Worksport is quickly expanding its lineup. The company announced plans to develop aftermarket accessories specifically for the Rivian R1T this week.

Worksport said its existing tonneau cover lineup, fitted for the Rivian R1T, is almost complete. The covers are designed to improve efficiency, protect the vehicle against outside elements, and provide a safe space to store stuff.

Building on its existing products, Worksport claims its SOLIS is “the world’s first folding solar tonneau cover.”

According to Worksport, the solar-powered truck bed cover can provide up to 650 watts of clean energy.

Combined with its COR battery system, Worksport’s SOLIS cover can harness solar energy and store it for later use. The bundle could be used to upgrade your next camping trip, work site, or anywhere off-grid.

Rivian-R1T-solar-powered-tonneau
Rivian R1T (Source: Rivian)

Rivian R1T to get a new solar-powered tonneau

Worksport claims that, with expected Level 2 charging capabilities, the solar cover will be able to act as a last-mile range extender.

Steven Rossi, Worksport’s CEO, said, “Rivian owners deserve an exceptional bed cover and power system to go further and truly do anything.”

Rivian-R1T-solar-powered-tonneau
Rivian R1T electric truck (Source: Rivian)

The company said its SOLIS solar-powered tonneau cover will be made at its West Seneca, NY, production facility, where it manufactures current accessories.

Rivian’s R1T is not the only electric truck set to get Worksport’s solar-powered tonneau cover. In February, Worksport announced it was developing a solar and battery storage system for Ford’s F-150 Lightning.

Rivian-production
Rivian EV production at its Normal, IL plant (Source: Rivian)

After delivering another 10,018 vehicles in Q3, Rivian’s deliveries reached 37,396 through the first nine months of 2024.

Rivian aims to deliver between 50,500 and 52,000 vehicles this year, slightly higher than the 50,122 handed over last year. The EV maker will launch its smaller, more profitable R2 in early 2026 as it expands into new markets.

FTC: We use income earning auto affiliate links. More.

Continue Reading

Environment

Tesla Giga Berlin worker council gets a win as 500 temp workers are made permanent

Published

on

By

Tesla Giga Berlin worker council gets a win as 500 temp workers are made permanent

Tesla has announced that it will permanently hire 500 temporary workers at Gigafactory Berlin, a win for the local worker council.

Tesla made the announcement today (via Reuters)”

Tesla on Thursday said it would give permanent jobs from Nov. 1 to 500 temporary workers at its German gigafactory near Berlin, in what the U.S. electric carmaker called an “optimistic assessment of the further development of e-car production”.

The move was made at the request of the worker’s council at Gigafactory Berlin.

In Germany, there’s a sort of union structure where employees form local worker councils to negotiate management. They are not necessarily linked to a broader union, but unions can be influential within a worker’s council.

Earlier this year, a majority of Tesla Gigafactory Berlin workers voted against union representatives of IG Metall in their new work council, but the union has still made significant progress securing about 40% of the seats on the council.

Tesla. which is notoriously anti-unions, made sure to let everyone know that IG Metall had nothing to do with this decision to permanently hire 500 current temporary workers.

It’s more about the company’s confidence in its business. Tesla said:

At a time when many companies are talking about job cuts and plant closures, the news that a further 500 people will be offered a long-term perspective at Tesla in a permanent position is particularly pleasing.

At Gigafactory Berlin, Tesla is currently only producing the Model Y for European markets. The production rate is believed to be about 5,000 units per week.

The company employs about 12,000 people at the factory.

CEO Elon Musk said earlier this year that Tesla might bring production of the Tesla Semi, its electric class 8 truck, at the factory for European distribution.

FTC: We use income earning auto affiliate links. More.

Continue Reading

Trending