Big news for Buick this week. Not only did the tri-shield brand take the wrapper off its new Wildcat EV Concept car on Wednesday, but it also introduced a redesigned logo and dusted off an important historical name that will be used on future electric models.
The most-important story here is the announcement that upcoming Buick EVs will wear the Electra name, a historically significant moniker from deep in the brand’s past. And the good new is, we don’t have to wait long to see what this means. The first battery-powered Buick is expected to go on sale in North America sometime in 2024.
“[The] brand is committed to an all-electric future by the end of this decade,” said Duncan Aldred, vice president of Buick, in a release provided by the automaker. “Buick’s new logo, use of the Electra naming series and a new design look for our future products will transform the brand,” he added. The Wildcat EV Concept, which also debuted on Wednesday, should give us a solid idea of what the tri-shield’s future vehicles will look like.
As for this brand’s venerable logo, which was inspired by company founder David Dunbar Buick’s ancestral heraldry, it’s gone largely untouched since 1990, a really long time ago. The revamped 21st century emblem is familiar but more distinctive, once again comprised of a trio of shields, though they’re swoopier looking and more modern, plus they’re all aligned in a row, opposed to stepping upward from left to right. A nod to tradition, the leftmost shield is accented with red, the middle one with white and the right hand example with a splash of blue. Red, white and blue, how patriotic! What’s missing, however, is the outer circle. Historically, those shields were contained within a chrome ring, but that’s been tossed out like last week’s recycling.
Buick’s swanky new logo will be mounted to the front fascias of its vehicles starting next year, not affixed to the grille as they are now. GM’s premium-but-not-as-fancy-as-Cadillac division is also working to update its brand identity. In the next year to 16 months, expect Buick to introduce new typography, revamped color palettes and fresh marketing approaches, both digitally and on physical properties.
That new logo should dovetail nicely with the brand’s future vehicles. “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 in a news release about the use of the Electra name and updated company logo. “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.”
Aside from upscale design, the brand will also offer more technology to help bring well-heeled motorists into its showrooms. Starting this month, new Buicks sold in the US will come standard with three years of OnStar as well as the Connected Services Premium Plan. This gives drivers access to a remote key fob, in-vehicle Wi-Fi and a host of OnStar-related safety and convenience features. Best of all, these amenities are rolled right into the vehicle price.
As automotive brands go, Buick is usually pretty laid back, but there’s a lot going on at the company these days, a plenty to get excited about.