Buick, a division of General Motors, will undergo a brand transformation that will electrify its entire lineup in North America. The transformation will be led by a new brand identity and badge.
Buick’s future electric vehicles will carry the brand name ‘Electra.’ The new badge will be sleek and horizontally aligned with redesigned columns of the tri-shield incorporating fluid movements. This new badge will be body-mounted on the front of the vehicles from 2023.
“Our forthcoming products will adopt a new design language that emphasizes a sleek, dynamic and forward-looking appearance,” explained 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 new brand identity will also include new typography, a new color palette and a new marketing approach. The Buick physical and digital properties will also be updated over the next 12 to 16 months.
As part of the brand transformation, Buick will offer a more seamless connectivity experience. Buick vehicles in the U.S. will include three years of OnStar and Connected Services Premium Plan. A remote key fob, Wi-Fi data and OnStar safety services will be offered with vehicles and included in the Suggested Retail Price from June 2022.
Buick will launch its first EVs in North America in 2024, in line with General Motors’ vision of a zero-emissions, all-electric future.
“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.”
