Buick Debuts New Logo, Commits To 'Electra' Portfolio

Buick is debuting a new logo and brand identity as it prepares to bring its first electric vehicle to market in 2024.

The General Motors division’s future EV products will carry the Electra name, which draws inspiration from the brand’s history, according to the automaker.

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 sleek, horizontally aligned layout that builds upon Buick’s recognizable tri-shield. 

The redesigned columns of the tri-shield, which have roots in company founder David Dunbar Buick’s ancestral heraldry, incorporates fluid movements that will be found in future vehicle design.



“The Buick brand is committed to an all-electric future by the end of this decade,” said Duncan Aldred, vice president, Buick, in a statement. “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 will also 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.

New vehicles will include a more “seamless” connectivity experience, as new retail Buick vehicles in the U.S. will include three years of the OnStar and Connected Services Premium Plan. Services such as remote key fob, WiFi data and OnStar safety services will become standard equipment for the vehicle and included in the manufacturer’s suggested retail price starting this month.

New product designs will emphasizes a sleek, dynamic and forward-looking appearance, said Sharon Gauci, executive director, global Buick and GMC esign.The Buick Wildcat EV concept vehicle is the first example.

“Interiors will balance modern design, new technologies and attention to detail to evoke warmth and a rich sensory experience,” Gauci says in a statement.

Last year was Buick’s best sales year ever for its current lineup, with U.S. retail sales up 7.6%. This portfolio helps attract a significant number of new customers to the brand, with nearly 73% of sales coming from customers that are new to Buick.

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