The Buick brand of General Motors Co. in Detroit announced it will bring its first electric vehicle to market in 2024 and will shift to a fully electric lineup in North America by the end of the decade.
The shift will be marked by a badge change, and the company’s future EV products will carry the name Electra. The new badge, which is the first significant change to the emblem since 1990, will be body-mounted onto the front fascia of Buick products starting next year.
No longer a circular logo, the badge incorporates a horizontally aligned layout that builds upon Buick’s recognizable tri-shield.
“The Buick brand is committed to an all-electric future by the end of this decade,” says Duncan Aldred, global vice president of 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.”
In addition to the new badge, Buick’s revamped brand identity also will include new typography, an updated color palette, and a new marketing approach. Buick will update its physical and digital properties over the next 12 to 16 months.
“Our forthcoming products will adopt a new design language that emphasizes a sleek, dynamic and forward-looking appearance,” says Sharon Gauci, executive director of 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 brand transformation will also include a more seamless connectivity experience, as new retail Buick vehicles in the U.S. will include three years of OnStar and Connected Services Premium Plan. Services such as remote key fob, Wi-Fi data, and OnStar safety services will be included as standard equipment on the vehicle and included in the MSRP starting this month.
As Buick looks toward the future, its products continue to perform well in the U.S. and globally. Last year was Buick’s best sales year ever for its current lineup, with U.S. retail sales up 7.6 percent. This portfolio helps attract a significant number of new customers to the brand, with nearly 73 percent of sales coming from customers that are new to Buick.