The age of bro lectrification is nigh – Breaking News & Latest Updates 2026
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The age of ‘bro-lectrification’ is nigh.

General Motors’ Super Bowl ad, featuring Will Ferrell driving a GMC Sierra Denali EV through a zombie wasteland, embody the embiggening of the current crop of electric vehicles. And Curbed’s Alissa Walker explains why that is extremely worrisome from a climate and safety perspective.

If “petro-masculinity” defined the past decade, as oversize, gas-guzzling SUVs and trucks came to make up more than 80 percent of all new vehicle purchases, we’re now heading into an age of “bro-lectrification.” We’ll ditch the fossil fuels but hold on to everything else that’s so toxic about American car culture — the road fatalities, the sprawl, the land and mineral costs of extraction, the bombastic Super Bowl ads equating your masculinity with the size of your zero-emission mobile bunker.

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