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BrightDrop

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BrightDrop
Company typeSubsidiary
Industry
FoundedJanuary 12, 2021; 3 years ago (2021-01-12)
Defunct2024[1]
FateMerged into Chevrolet
Key people
Travis Katz (President and CEO, January 2021 – December 2023)
ProductsBrightDrop Zevo
ParentGeneral Motors
Websitegmenvolve.com/brightdrop

BrightDrop is a subsidiary[2] business created by the American manufacturer General Motors in 2021.[3] The business offers a system of connected products targeting first- and last-mile delivery customers, including light commercial electric vehicles, ePallets, and cloud-based software.[4]

Its first products, the BrightDrop Zevo delivery van and Trace electric cart, were unveiled at the Consumer Electronics Show in Las Vegas, Nevada on 12 January 2021.[5] General Motors invested $800 million to produce the Zevo 600 in the CAMI Assembly manufacturing facility in Ingersoll, Ontario.[6] In 2022, CEO Travis Katz shared as part of GM's Investor day that the company was on track to generate $1 billion in revenue in 2023.[7][8]

In 2024, the BrightDrop division will be merged into Chevrolet, with the Zevo being renamed the Chevrolet BrightDrop beginning with the 2025 model year.[9]

History

[edit]

BrightDrop was one of the first successful businesses started in GM's Global Innovation incubator, headed at the time by engineer Pam Fletcher.[10] Study of potential concepts for urban delivery began in September 2019 under the code name Smart Cargo. By February 2020, the Smart Cargo concept had evolved to include a potential electric delivery van and an electrically propelled container for delivery businesses. Later that year, GM appointed technology entrepreneur and investor Travis Katz to become president and CEO of BrightDrop.[11] Previously, Katz had held executive roles at Redpoint Ventures, Skyscanner, and MySpace; he was also CEO and co-founder of Trip.com.[12]

GM CEO Mary Barra introduced the BrightDrop brand as part of her address at the Consumer Electronics Show in January 2021.[13] After the announcement, GM's stock reached its highest price since its initial public offering in 2010.[14]

In 2021, FedEx was announced as the first commercial customer for BrightDrop vehicles,[12] which placed an initial order for 500 Zevo 600 vehicles.[13][15] Merchants Fleet, a fleet management company, is slated to purchase an additional 12,600 Zevo 600s starting in 2023.[16][17]

BrightDrop changed the names of its entire lineup of products in April 2022. The EV600 was renamed to Zevo inclusive of two variants, the Zevo 600 and Zevo 400 (previously known as EV600 and EV410 respectively) and the BrightDrop Trace (previously known as EP1.)[18]

In 2022, GM retooled the CAMI Assembly plant in Ingersoll, Canada to the BrightDrop platform, to become General Motors Canada's first commercial electric vehicle manufacturing plant. GM stated that it invested $2 billion converting the plant to a state of the art EV manufacturing facility.[19] Canadian Prime Minister Justin Trudeau and Ontario Premier Doug Ford attended the opening of the plant in December, 2022.[20]

In March 2023, BrightDrop shipped the first 500+ Zevo 600s built at the CAMI Assembly facility.[21]

As of April 2023, BrightDrop had more than 30 commercial customers, including Walmart, Hertz, DHL Express, Purolator Inc., American Tire Distributors, WasteNot Compost and Rexel USA.[22] Ryder plans to purchase 4,000 BrightDrop Zevo 600 and Zevo 400 electric vans for its lease and rental fleet through 2025, with the first 200 arriving in 2023.[21]

On November 16, 2023, GM integrated BrightDrop more closely into GM's Envolve commercial business to provide fleet customers with an "efficient single point of contact."[23] CEO Travis Katz stepped down from the CEO role.[24]

Products

[edit]
Further information: Chevrolet BrightDrop
BrightDrop Zevo 600 all-electric delivery van
BrightDrop Trace electric delivery cart

BrightDrop's first two products are the Zevo 600 electric van and Trace electric pallet.[25] The Zevo 600 is powered by GM's Ultium battery platform[26] and is purpose-built for the delivery of goods and services over long distances.[27] It has a built-in security system[4][28] and a range of 250 miles per charge.[14] Its name is a play on its 600 cubic feet of cargo space.[29]

The BrightDrop Trace can carry up to 23 cubic feet[30] and 200 pounds.[29] It has a built-in electric motor[4] to move at a speed of up to 3 miles per hour, adjusting to the walking speed of its operator.[31] It helps delivery workers move goods over short distances, like from a van to a customer's front door.[25] It has adjustable shelves and doors that can be remotely locked and unlocked.[4] In a pilot program with FedEx, couriers were able to handle 25% more packages per day with the Trace[27] and experienced less physical strain.[31]

The company also has a cloud-based software platform accessible by web or mobile app.[4] Its software can monitor vehicle locations[28] and battery charges,[32] manage vehicles remotely, predict maintenance needs,[25] and optimize routes.[33]

A smaller version of BrightDrop's van, to be called the Zevo 400, will be built at the CAMI Assembly Plant in Ingersoll, Canada from 2023, with the first models going to the fleet of Verizon.[34]

Operations

[edit]

BrightDrop developed electric vans, related hardware, support services and software for use by commercial delivery firms.[11] It was part of a larger initiative at GM to have an all-electric lineup of vehicles by 2035.[25]

References

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  1. ^ "BrightDropped: General Motors Moves Its EV Delivery Van Unit to Chevrolet". autoweek.com. August 29, 2024. Retrieved 2024-09-22.
  2. ^ "BrightDrop Acquires Tech Startup Marain's AI Software to Help Fleet Owners Lower Operational Costs" (Press release). US: Brightdrop. 10 June 2022. Retrieved 1 August 2022.
  3. ^ "GM Launches 'BrightDrop' Brand For Electric Commercial Vehicles". Forbes. 12 January 2021. Retrieved 12 January 2021.
  4. ^ a b c d e Korosec, Kirsten (12 January 2021). "GM targets delivery companies with new EV business unit BrightDrop". TechCrunch. Retrieved 22 April 2021.
  5. ^ "GM creating new EV business to speed delivery, logistics — BrightDrop". Detroit News. 12 January 2021. Retrieved 12 January 2021.
  6. ^ Szymkowski, Sean. "GM's Brightdrop electric delivery van production slated for Canada". Roadshow. Retrieved 5 April 2021.
  7. ^ Trop, Jaclyn (2022-11-17). "BrightDrop is tracking $1 billion revenue in 2023". TechCrunch. Retrieved 2022-11-18.
  8. ^ Holland, Frank (2022-11-17). "GM EV unit BrightDrop expects $1 billion in 2023 revenue, mass production of all-electric delivery vans to start in December". CNBC. Retrieved 2022-11-18.
  9. ^ "BrightDropped: General Motors Moves Its EV Delivery Van Unit to Chevrolet". August 29, 2024.
  10. ^ Lutz, Hannah (12 January 2021). "GM launches commercial EV brand, with FedEx as first customer". Automotive News. Retrieved 22 April 2021.
  11. ^ a b Lienert, Paul; Klayman, Ben; White, Joseph (7 April 2021). "CEO Mary Barra bets GM can grow beyond cars and trucks". Reuters. Retrieved 21 April 2021.
  12. ^ a b Brown, Chris (1 February 2021). "How GM's New BrightDrop EV Business Will Work with Fleets". Fleet Forward. Retrieved 21 April 2021.
  13. ^ a b Klayman, Ben; Lienert, Paul (12 January 2021). "GM shares jump on plans for electric delivery vehicle business". Reuters. Retrieved 22 April 2021.
  14. ^ a b Foldy, Ben; Colias, Mike (12 January 2021). "New GM Electric-Truck Business Targets Delivery Market". Wall Street Journal.
  15. ^ Wayland, Michael (12 January 2021). "General Motors unveils EV van as part of new commercial business unit". CNBC. Retrieved 22 April 2021.
  16. ^ "Merchants Fleet to purchase over 12,000 EV600s from BrightDrop". FleetOwner. 5 February 2021. Retrieved 22 April 2021.
  17. ^ Kane, Mark (4 February 2021). "Merchants Fleet To Procure 12,600 BrightDrop EV600s". InsideEVs. Retrieved 22 April 2021.
  18. ^ Hall, Kalea (1 April 2022). "GM's BrightDrop announces new names for its EV products". The Detroit News. Retrieved 2 April 2022.
  19. ^ Baertlein, Lisa (2022-12-05). "GM's BrightDrop signs first customer in Canada, unveils country's first large EV factory". Reuters. Retrieved 2022-12-08.
  20. ^ "A van from GM's brand-new Ontario electric vehicle plant could soon be bringing a package to your door". therecord.com. 2022-12-05. Retrieved 2022-12-08.
  21. ^ a b "GM's BrightDrop ships first 500 electric delivery vans out of Ontario plant". The Detroit News. Retrieved 2023-04-18.
  22. ^ "Order Update: Your BrightDrop EV is on the Way". BrightDrop. Retrieved 2023-04-18.
  23. ^ "Electric Delivery Startup BrightDrop Becomes Part of General Motors". news.gm.com. Retrieved 2023-11-19.
  24. ^ Korosec, Kirsten (16 November 2023). "GM absorbs commercial EV unit BrightDrop, CEO is out". TechCrunch. Retrieved 17 November 2023.
  25. ^ a b c d Lutz, Hannah (28 February 2021). "Q&A with BrightDrop CEO Travis Katz". Automotive News. Retrieved 21 April 2021.
  26. ^ Cole, Craig (12 January 2021). "GM's BrightDrop EV600 all-electric van looks ready to deliver at CES 2021". Roadshow. CNET. Retrieved 4 May 2021.
  27. ^ a b "GM Unveils New Electric Delivery Van & EV Business Unit". Automotive Fleet. 12 January 2021. Retrieved 22 April 2021.
  28. ^ a b Gitlin, Jonathan M. (12 January 2021). "FedEx will be the first customer for GM's new electric delivery van". Ars Technica. Retrieved 22 April 2021.
  29. ^ a b Welch, David (12 January 2021). "GM Expands Plug-In Push to Delivery Vans, Ultra-Luxury Cars". Bloomberg. Retrieved 22 April 2021.
  30. ^ Levin, Tim (12 January 2021). "GM announces new electric delivery van with its own motorized pallet as part of new move into logistics". Business Insider. Retrieved 22 April 2021.
  31. ^ a b Cole, Craig (12 January 2021). "GM debuts BrightDrop EP1, a motorized delivery box at CES 2021". Roadshow by CNET. Retrieved 22 April 2021.
  32. ^ Hawkins, Andrew J. (12 January 2021). "GM unveils electric delivery van with 250 miles of range as part of new spinoff business". The Verge. Retrieved 22 April 2021.
  33. ^ Geman, Ben; Muller, Joann (12 January 2021). "General Motors and FedEx join the race to electrify package delivery". Axios. Retrieved 22 April 2021.
  34. ^ "GM's BrightDrop Starts EV600 Production And Unveils Smaller EV410 For Verizon". Carscoops. 2021-09-29. Retrieved 2022-08-12.
[edit]
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