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The motor industry peers into an electric future and sees bumps ahead


The motor industry peers into an electric future and sees bumps ahead
© Provided by Independent Online (IOL)
DETROIT - Will Ferrell has it out for Norway. Did you know that Norway sells way more electric cars per capita than the US? he asks before smashing his fist through a plastic globe. In an unlikely and very expensive Super Bowl ad made by the usually-staid General Motors, a disheveled, bearded Ferrell shouts Well I won t stand for it!
During a break in the Super Bowl action, the comedian vows to crush Norway and recruits help from Kenan Thompson of Saturday Night Live and actress and rapper Awkwafina in a multimillion-dollar promotion for GM s Ultium battery. At the end, after Ferrell mistakenly winds up in Sweden and Thompson and Awkwafina mistakenly end up in Finland, the ad says We re coming, Norway. ....

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Carmakers struggle with batteries, software, convenience and customer preferences

The global automobile industry is peering into an electric future, possibly the most profound turning point in a century, certainly since the 2009 financial crisis. But there are many bumps in the road ahead. The carmaker of the future will have to be as much a battery or software company as it is an engineering company, and several of the biggest companies are already stumbling over that, for cultural and technical reasons alike. ....

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Auto industry peers into an electric future and sees bumps ahead

The global automobile industry is peering into an electric future, possibly the most profound turning point in a century, certainly since the 2009 financial crisis. But there are many bumps in the road ahead. The carmaker of the future will have to be as much a battery or software company as it is an engineering company, and several of the biggest companies are already stumbling over that, for cultural and technical reasons alike. ....

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