Buick will release its first electric vehicle for the North American market in 2024.
Future electric vehicles from Buick will bear the Electra name.
“The Buick brand is committed to an all-electric future by the end of this decade. Buick’s new logo, use of the Electra naming series and a new design look for our future products will transform the brand.” said Duncan Aldred, global vice president, Buick and GMC.
Beginning next year, the new badge, which represents the first significant change to the emblem since 1990, will be body-mounted onto the front fascia of Buick vehicles. The emblem no longer features a circular design, but rather a sleek, horizontally aligned layout. The redesigned columns of the tri-shield, which have their origins in the ancestral heraldry of company founder David Dunbar Buick, incorporate fluid movements that will be seen in future vehicle design.
“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.” said Sharon Gauci, executive director, Global Buick and GMC Design.
The Buick Wildcat EV concept exemplifies the new global brand design language that will be evident in future production vehicles. Next year, the new Buick logo and design will debut on production vehicles.
In addition to a new logo, Buick’s redesigned brand identity will include new typography, a refreshed color palette, and a new marketing strategy. Within the next 12 to 16 months, Buick will update its physical and digital assets.
New retail Buick vehicles in the United States will come with three years of OnStar and the Connected Services Premium Plan1 as part of the brand transformation. Beginning this month, services such as remote key fob, Wi-Fi data, and OnStar safety services will be standard equipment and included in the Manufacturer’s Suggested Retail Price.
As Buick looks to the future, its products continue to perform well domestically and internationally. Last year was the best sales year ever for Buick’s current lineup in the United States, with retail sales increasing 7.6 percent. This portfolio helps to attract a substantial number of new customers to the brand, with nearly 73% of sales coming from new Buick customers.