Starting in 2024, Buick is planning to release its first electric vehicle in the North American market, followed by a fully electric lineup by the end of the decade. During this transition to electric Buick will also be going through a brand transformation. Everything from the Buick badge to the brand's typography will be updated.
As the new EVs are released, they will carry the Electra name.
“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 design as well as the product design will debut next year. The badge will no longer be a circular logo and instead, a horizontal layout of Buick's tri-shield. As for product design, Buick's Wildcat EV concept shows the direction of what consumers can expect to see in future vehicle designs.
“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.”
Additionally, Buick will be updating its typography and color palette and implementing a new marketing approach. These updates will take place over the next 12 to 16 months.
The last part of this brand transformation includes a better connectivity experience. In the U.S. new Buick vehicles will include three years of On Star and Connected Services Premium Plan, and have a remote key fob, Wi-Fi data, and OnStar safety service included as standard equipment on the vehicle. These services will be included in the Manufacturer's Suggested Retail Price beginning this month.
