Buick reinvents itself with a new logo and announces the release of the Electra EV in 2024.
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Buick is introducing a new logo that looks more dynamic and elegant, while confirming that the Electra electric vehicle will arrive in North America in 2024. The brand also announced full electrification by the end of this decade.
Buick is set to embark on a brand transformation that will fully electrify its lineup in North America, led by a new badge and corporate identity. In support of General Motors' vision for an all-electric, zero-emissions future, Buick will launch its first electric vehicle in the North American market in 2024.
Electra: a new series of electric cars from Buick
Buick's future electric vehicles will carry the Electra name, inspired by the brand's history.
"The Buick brand is committed to an all-electric future by the end of this decade," said Duncan Aldred, global vice president of Buick and GMC. "The new Buick logo, the use of the Electra series of names, and the new design for our future products will transform the brand."
The new logo will be used on cars from next year.
The new badge, which is the first major badge change since 1990, will be featured on the body on the front of Buick products starting next year. The new badge is no longer a circular logo, but has a sleek horizontal design based on Buick's recognizable triple shield. Based on company founder David Dunbar Buick's ancestral heraldry, the redesigned triple shield pillars incorporate fluid motions that will be found in the design of cars of the future.
Elegant and forward looking
“Our future products will use a new design language that emphasizes an elegant, forward-thinking and dynamic appearance,” said Sharon Gauci, CEO of Global Buick and GMC Design. “Our exteriors will incorporate flowing movements contrasted with tension to convey movement. The interiors will combine contemporary design, new technology and attention to detail to evoke warmth and a rich sensory experience.”
The Buick Wildcat EV concept illustrates the global brand's new design language that will be evident in future production vehicles. Buick's new badges and styling will debut on production vehicles starting next year.
New font and color palette
In addition to the new badge, the updated Buick branding will also include a new font, an updated color palette and a new marketing approach. Buick will update its physical and digital specs over the next 12-16 months.
Full and standard connection
The brand transformation will also include a more hassle-free connectivity experience, as new U.S. retail Buick vehicles will include a three-year OnStar subscription and a Connected Services Premium plan. Services such as key fob, Wi-Fi data and OnStar security services will come as standard equipment in the vehicle and will be included in the MSRP starting this month.
As Buick looks to the future, its products continue to perform well in the US and around the world. Last year was the best sales year for the current Buick lineup, with US retail sales up 7.6%. This portfolio helps bring a significant number of new customers to the brand, with almost 73% of sales coming from customers who are not familiar with Buick.
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