GM luxury brand trademarks Buick badge for Aussie market as Wildcat concept signals EV future
General Motors has announced that Buick is going all-electric, with the US luxury brand’s first dedicated EV to be released in North America in 2024.
While that model is still to be confirmed, the 2022 Buick Wildcat EV concept was revealed overnight to preview an all-new 2+2 electric coupe that underscores the brand’s commitment to becoming a full-electric brand by 2030 under the Electra moniker.
But the real kicker is that Holden’s surviving sister brand could make it to Australia as part of the General Motors Speciality Vehicles (GMSV) stable.
GM says Buick’s electric transition has been solidified through the emergence of a “new badge and brand identity” – a badge that’s been trademarked locally under Class 12 (automobiles) with IP Australia.
Originally submitted on March 21, the application was formally accepted yesterday, and while the local trademarking of a new brand logo isn’t always a sign of things to come, it is at least a step in the right direction.
GM has previously trademarked the Cadillac name and logo Down Under (October 2020) but we’re yet to see the fruit of that labour.
With the Chevrolet Corvette supercar and Chevrolet Silverado pick-up already on Aussie soil, Buick (and Cadillac) would be well placed to provide key models in the luxury passenger car and SUV segments.
GM executives confirmed overnight that Buick’s EV transformation will be complete by the end of the decade, with the new badge set to paired with new typography, a new colour palette, reworked marketing campaign and an all-new design language, one lead by the new brand emblem.
“Buick’s new logo, use of the ‘Electra’ naming series and a new design look for our future products will transform the brand,” said Buick and GMC global vice-president Duncan Aldred.
Global design executive director – and former Holden colour and trim chief – Sharon Gauci added that the new design language would emphasise “a sleek, dynamic and forward-looking appearance”, with the logo set to be mounted proudly to each car’s front and rear fascia.
“Our exteriors will incorporate fluid movements that contrast with tension to convey motion,” she said.
“Interiors will balance modern design, new technologies and attention to detail to evoke warmth and a rich sensory experience.”
No technical or projected data has been released regarding either the future Buick Electra range or the Wildcat EV concept, but they’re expected to be underpinned by GM’s modular Ultium platform and electric drive systems.
Join the conversation at our Facebook page
Or email us at [email protected]
Keyword: Buick to become EV brand by 2030 – and is eyeing Australia