Buick is going all-electric under a new name: Electra. They’ll still be called Buicks, but the new Electra line with otherwise distance itself from the Buick we currently know with new fonts, a new color palette, and new legacy-inspired tri-shield emblem slapped on the front of every new model. By the end of this decade the Buick brand will be all-EV, so it’s only appropriate to shepherd in a new age with the first major shake-up to the brand image since the 1990s.
The tri-shield emblem design heralds back to Buick founder David Dunbar’s family ancestry and crest, with “fluid movements” that reflect the new fluid exterior vehicle design previewed by the one-off Wildcat concept last week. Gone is the circular shape, with a new simple, horizontally arranged tri-shield that’s now body-mounted, and still recognizable as a Buick.
The future design language of Buick will incorporate not only the shield, but also new typography for the lineup, and an updated color palette and marketing plan that will begin to roll out over the next 12 to 16 months. “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.”
Sharon Gauci, executive director, Global Buick and GMC Design, says Buick’s “exteriors will incorporate fluid movements that contrast with tension to convey motion,” and “interiors will balance modern design, new technologies and attention to detail to evoke warmth and a rich sensory experience.” The new design strategy will debut on a production vehicle next year, but it won’t be a production version of the Wildcat, unfortunately. Future Buicks will get remote key fob, Wi-Fi data connectivity, and GM’s OnStar remote safety services all as standard equipment, starting with next year’s future production vehicle debut.
Buick says 73 percent of its growing sales are customers new to the brand, and this new direction of Electra-branded crossovers should help bolster Buick’s attractiveness to new, younger audiences even more.