Buick Commits to All-Electric Portfolio by End of Decade

Buick, a renowned automotive brand, is all set for a significant transformation. The aim is to completely electrify their vehicle lineup in North America, adhering to a new badge and brand identity. In line with General Motors’ profound vision for a zero-emission, all-electric future, Buick is gearing up to launch its first electric vehicle in the North American market in 2024. The future electric vehicles will be released under the name “Electra”, a moniker inspired by the brand’s illustrious history. This transition underscores Buick’s commitment to innovation and sustainability, fundamentally changing the way we view mobility and transportation.

“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.”

The new badge, marking the first significant modification to the emblem since 1990, will be body-mounted onto the front fascia of Buick products starting from the next year. This transition from the circular logo introduces a sleek, horizontally aligned layout that leverages Buick’s recognizable tri-shield. The reimagined columns of the tri-shield, inspired by company founder David Dunbar Buick’s ancestral heraldry, incorporate fluid movements that are anticipated to be reflected in future vehicle designs. This shift symbolizes a synergy between Buick’s rich heritage and its ambitious vision for the future.

“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.”

The Buick Wildcat EV concept represents a pivotal step in this transformation journey, showcasing the new global brand design language that will be evident in production vehicles moving forward. Elegantly blending technology with style, the Wildcat EV concept is a testament to Buick’s design prowess and its commitment to a sustainable future.

The car’s silhouette, characterized by the elegant sweeps and confident stance, not only nods to Buick’s rich heritage but also symbolizes the brand’s evolutionary leap towards electrification. Furthermore, the new Buick badge, an emblem of change, will debut on production vehicles from next year. This new sleek and modernized badge is another step in Buick’s journey, marking the dawn of a new era and paving the way for the future of mobility.

In addition to the emblematic badge, Buick is also reinventing its brand identity through the introduction of a fresh typography, an updated color palette, and a novel marketing strategy. The new typography exudes modernity, reflecting Buick’s forward-thinking vision, while the updated color palette harmoniously combines tradition and innovation, creating a visual narrative that echoes Buick’s evolution.

The revamped marketing approach will focus on strategically presenting Buick’s transformation towards sustainability and future-readiness to a global audience, amplifying the brand’s commitment to lead the next era of mobility.

As part of this transformative journey, Buick is set to update its physical and digital properties over the next 12 to 16 months. This comprehensive rebranding exercise will ensure a seamless integration of Buick’s new identity across all platforms, enhancing its brand perception and reinforcing its position as a pioneer in the automotive industry. The evolution of Buick’s brand identity underscores the brand’s commitment to setting new standards in design, innovation, and sustainability.

More information about Buick vehicles is available at buick.com.