GM Cuts Production of BrightDrop Electric Vans Amid Demand Challenges
Date: Detroit, MI — General Motors has announced a significant reduction in the production of its BrightDrop electric delivery vans, primarily affecting operations at its CAMI assembly plant in Ingersoll, Ontario. The changes are expected to impact employment and production schedules extending into 2025.
Production Adjustments at CAMI Plant
Effective immediately, GM will scale back operations from two shifts to one at the CAMI assembly facility, resulting in the loss of approximately 500 jobs. This adjustment follows a prior shutdown that began in May 2025 and will last around 20 weeks, concluding in October.
Additionally, the assembly of battery packs at the plant will temporarily cease during the weeks of April 21 and April 28, as part of the initial slowdown phase.
Market Demand Influences Decision
The automaker clarified that this decision is driven by an effort to align with market demands and to manage their inventory levels more effectively. “This adjustment is directly related to responding to market demand and re-balancing inventory,” GM stated in an email announcement.
Union Response and Community Impact
Lana Payne, president of Unifor, the union representing the workers at the CAMI facility, criticized the production cuts, describing them as a “crushing blow” to local families dependent on the plant. She called on GM to take measures to minimize job losses during this challenging period.
Payne also emphasized the need for government intervention to support workers and ensure the viability of Canadian-manufactured products in the market.
BrightDrop Performance and Sales
Initially launched as an independent subsidiary in 2021 and later integrated into GM’s fleet business and then into the Chevrolet brand, BrightDrop was expected to become a significant revenue stream for the automaker. However, actual sales have fallen short of expectations, with only around 2,000 electric vans sold in 2023 and 2024, which is far below the projected $1 billion in revenue for 2023.
Reports indicate that a large number of BrightDrop vehicles are currently stored in a lot in Flint, Michigan, illustrating the challenges the brand faces in the marketplace.
Future Outlook
Looking ahead, Unifor has expressed concerns regarding the future support for the CAMI facility, even as GM remains committed to planning upgrades for the 2026 model year. The union attributes part of the challenges faced by GM to tariffs and market conditions, particularly those involved during the Trump administration.
“The reality is the U.S. is creating industry turmoil,” Payne stated, articulating fears that foreign automakers could gain an advantage in the electric vehicle sector without stronger domestic support.