GM’s Buick is set to embark on a brand transformation that will fully electrify its lineup in North America by the end of the decade. It’s also revealed a new badge and brand identity.
In support of General Motors’ vision of a zero-emissions, all-electric future, Buick will bring its first electric vehicle to market for North America in 2024.
Its future EV products will carry the Electra name.
The new badge, which is the first significant change to the emblem since 1990, will be body-mounted onto the front fascia of Buick products starting next year.
The brand transformation will also include a more seamless connectivity experience, as new retail Buick vehicles in the US will include three years of OnStar and Connected Services Premium Plan.
Services such as remote key fob, Wi-Fi data and OnStar safety services will be included as standard equipment on the vehicle.
Duncan Aldred, global vice president, Buick and GMC, says: “The Buick brand is committed to an all-electric future by the end of this decade. Buick’s new logo, use of the Electra naming series and a new design look for our future products will transform the brand.”
“Our forthcoming products will adopt a new design language that emphasizes a sleek, dynamic and forward-looking appearance,” adds Sharon Gauci, executive director, Global Buick and GMC Design. “Our exteriors will incorporate fluid movements that contrast with tension to convey motion. Interiors will balance modern design, new technologies and attention to detail to evoke warmth and a rich sensory experience.”
2021 was Buick’s best sales year ever for its current lineup, with US retail sales up 7.6%. This portfolio helps attract a significant number of new customers to the brand, with nearly 73% of sales coming from customers that are new to Buick.
Keyword: GM’s Buick Brand Commits to All-Electric Portfolio by End of Decade, First EV by 2024