Back in May 2021, Ford announced that it would be referring to its next-generation lineup of all-electric vehicle batteries as IonBoost and IonBoost Pro, which would be the branding used for its retail and commercial units, respectively. The automaker then proceeded to trademark “IonBoost” in early 2022, but since then, we haven’t heard a peep about that term, nor have we seen it used on any real-world application. Meanwhile, Ford’s cross-town rival General Motors has marketed its own line of EV batteries and electric motors under the Ultium name since their inception, though it seems as if that will no longer be the case.
According to GM Authority, GM Vice President of Batteries, Kurt Kelt, announced that the automaker will be ditching the Ultium name while speaking during the recent GM Investor Day presentation. However, it isn’t giving up on Ultium altogether, only as it pertains to EV batteries and motors – not the company’s joint-venture with LG Energy Solution or on its various battery production facilities, which will continue to utilize the Ultium name. It’s unclear at this time if GM will use a different name for its EV batteries and motors moving forward, or if it will just simply choose to leave them unbranded.
It’s also unclear why GM is giving up on Ultium at this point, though it’s possible that the automaker’s recent deal with Samsung SDI – which will result in the erection of a new production facility in Indiana – could be to blame, as that partnership spawned from LG Energy Solution’s failure to reach a deal with GM beforehand. Regardless, GM has made some other big announcements pertaining to EVs recently, folding its BrightDrop division of EV vans into Chevrolet, and dialing back its total all-electric vehicle production goal for 2025.
Facing the same sort of demand lull as Ford and other automakers, GM is working to cut costs in a variety of ways. Those include executing layoffs both in the U.S. and China, while also collaborating with Hyundai on the co-development and production of both retail and commercial vehicles, as well as internal combustion engines, hydrogen-powered vehicles, and EVs.
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