GM's Buick Division is Getting a Makeover, Will Only Offer Electric Vehicles by the End of the Decade
【Summary】General Motors division Buick will become a fully-electric brand by the end of the decade. The automaker also announced that the first of these new Buick EVs will debut in 2024. Buick’s future EV products will also carry the "Electra" name, drawing inspiration from the brand’s history.
General Motors division Buick will become a fully-electric brand by the end of the decade. The automaker also announced that the first of these new Buick EVs will debut in 2024.
Buick's future EV products will also carry the Electra name, drawing inspiration from the brand's history. Buick is one of GM's oldest nameplates and the Electra name seems appropriate for a luxury EV brand.
Buick is also getting a new logo to reflect its transformation into an electric-only brand. The new badge is the first significant change to the emblem since 1990. It will be mounted onto the front fascia of all Buick vehicles starting next year.
According to GM, the new badge incorporates a sleek, horizontally aligned layout that builds upon Buick's recognizable tri-shield design, which have roots in company founder David Dunbar Buick's ancestral coat of arms.
"The Buick brand is committed to an all-electric future by the end of this decade," said Duncan Aldred, global vice president, Buick and GMC. "Buick's new logo, use of the Electra naming series and a new design look for our future products will transform the brand."
In addition to the new Buick badge, the brand's updated identity will also include new typography, an updated color palette and a new marketing approach. Buick will update its physical and digital properties over the next 12 to 16 months.
Buick's future EVs will draw inspiration from the recently unveiled Wildcat EV concept. This design language will be apparent in production vehicles going forward.
"Our forthcoming products will adopt a new design language that emphasizes a sleek, dynamic and forward-looking appearance," said 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."
Buick's new badging will debut next year.
Buick transformation will also include a more seamless connectivity experience for customers. All Buick vehicles sold in the U.S. will include three years of OnStar and a Connected Services Premium Plan. The service plan includes Wi-Fi data and OnStar safety services as standard equipment on the vehicle and included in the MSRP.
GM's transformation of Buick into an electric brand comes as sales continue to rebound. Last year was Buick's best sales year ever for its current lineup, which includes the Envision and Enclave SUVs. U.S. retail sales of Buick models were up 7.6% in 2021. GM said that nearly 73% of sales are from customers that are new to Buick.
Buick will join Cadillac as an electric-only brand by the end of the decade. Cadillac's first electric model is the Lyriq SUV, which went into production in March. The Debut Edition of the Lyriq has a starting price tag of $59,990 and is set to be delivered to the first reservation holders this summer.
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