​LAS VEGAS— General Motors Co. has unveiled its Chevrolet Bolt at the Consumer Electronics Show here, the auto maker’s latest electric vehicle aimed in part at making inroads with the brand in California and urban areas.

GM is positioning the Bolt, with a range of 200 miles, as a mainstream electric vehicle that will further the auto maker’s technological bona fides. GM has said in the past that the car would be priced roughly at $38,000 and cost around $30,000 after the federal $7,500 income-tax rebate for electric car purchases.

The vehicle comes at a time when Silicon Valley startups are trying to disrupt car makers with ride-sharing services. And electric cars and other alternative-fuel vehicles face challenges amid plunging prices at the gas pump.

“The Chevrolet Bolt represents the first serious electric vehicle available to mainstream consumers,” Karl Brauer, senior analyst at Kelley Blue Book said. “It will be an interesting test to see how the market embraces the Bolt in this era of cheap gas; But from a value and function standpoint, it sets a new benchmark in alternative-fuel options.”

​GM’s Chevrolet Volt electric-car model, introduced several years ago with a shorter range, hasn’t been a big seller. The Volt marked GM’s return to the electric-vehicle market, and the Bolt aims to garner wider appeal.