GM will drop the name "Ultium" for its electric vehicle batteries and supporting technologies after spending years promoting the brand. The company said the batteries and technologies will remain but the name "Ultium" will not.

It looks as though GM will give the Ultium brand the boot as it relates to the company's proprietary EV battery and EV drive motor technologies.

General Motors reports its electrification program is approaching profitability, but the Ultium lithium-ion architecture, battery and cells will carry a new name.

GM has since implemented the Ultium strategy with EVs for three out of four of its U.S. brands, plus the BrightDrop electric vans (now part of Chevrolet). The odd man out, Buick, is expected to get its own Ultium-based models soon as well. Ultium components were also to be used for the cancelled Cruise Origin self-driving car.

GM will discontinue the Ultium battery brand name as it looks to expand the types of cells and chemistries it uses in its electric vehicles. During an investor event today, Kurt Kelty, GM’s VP of batteries and a former Tesla executive,