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Buick has pledged to become an all-electric brand by the end of the decade. Previewing its electric transformation, Buick unveiled a new logo and brand identity and confirmed it will be using the Electra nameplate for its upcoming EVs, with the first one to arrive in North America in 2024.
The new badge will be rolled out in 2023, representing the most significant change since 1990. It does away with the circular element, bringing more emphasis on the tri-shield which has grown larger and is horizontally aligned. Buick says that the fluid design of the tri-shield previews the styling of future models.
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The brand identity has been revamped accordingly with new typography and an updated color palette, elements that will be expanded throughout Buick’s physical and digital properties over the next 12-16 months.
Buick’s new design language is showcased in the new Wildcat EV concept. Sharon Gauci, executive director, Global Buick and GMC Design, said: “Our forthcoming products will adopt a new design language that emphasizes a sleek, dynamic and forward-looking appearance. 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”.
Moving on to the Electra name, its return in production models was rumored for a while now, since it is strongly associated with Buick’s past and sounds quite fitting for EVs. In the modern era, it was first used by the 2020 Buick Electra concept, with a trademark filing following in 2021 and a new Electra-X concept teaser in 2022.
Finally, Buick announced “a more seamless connectivity experience” for its US models, since they will now be offered with three years of OnStar and Connected Services Premium Plan. Standard equipment of all Buicks will include features like the remote key fob, Wi-Fi data, and OnStar safety services.
