General Motors has led automotive innovation since 1908, from launching the first concept cars to pioneering the EV1, the first mass-produced electric vehicle. Yet despite its role in shaping American car culture, GM’s image has drifted away from its roots in technology and human ingenuity. With the visionary eye of Mattia Balsamini and his team, we captured the inner workings of GM—its people, its process, and its purpose—to reestablish the brand as the elevated automotive force it truly is.

mattia balsamini, photographer
teo zanin, photo assist