General Motors is done with Ultium, at least in name. According to a report by CNBC, GM is axing the branding, but not the technology that lies underneath its stable of EVs. While GM could accurately argue that the decision to ditch the Ultium branding is a financial decision backed up by a number of spreadsheets and board meetings, ultimately, it seems that GM couldn’t get the Ultium name to latch onto any cultural or technological capital like Tesla
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