Buick is going all-electric with its throwback Electra line

Buick is going all-electric with its throwback Electra line thumbnail
, is going all-electric.

First launched in 1903, the Buick brand has been around for well over a century. Buick, the division that is now considered the General Motors brand between Cadillac and Chevrolet on the luxury scale, announced on June 1 that it would launch its first all-electric model for the 2024 model years. This will be the first of a long line of EVs Buick will launch. It also announced that this new EV would be the platform to make Buick an all-electric brand. Buick is also looking to the future by reviving its Electra brand name in a move that focuses on the brand’s past.

The Electra name was introduced in 1959, and denoted Buick’s largest and most luxurious model available at the time, slotting in above the Invicta and LeSabre. The Electra was a comfortable American luxury cruiser for over three decades. It downsized in the late 1970s as a response to competition and rising fuel prices, but continued to fill the same slot in the General Motors lineup of automobiles. The name was last used in 1990 when the sixth-generation Electra was replaced by a vehicle with a totally new shape called Park Avenue.

Buick has been a somewhat obscure brand for the past 20 years, with little in the way of an identity. Its resonance with the Chinese market kept it alive through the 2008 financial crisis, which claimed former GM stablemate Oldsmobile. The brand’s American dealerships have been largely supported by rebadged imports from Germany, South Korea, and Germany for many years. Buick was once a vibrant sub-luxury automaker that had many models. Now, it has three small crossovers.

The company is now preparing to transform itself into an electric brand by the end o ten years. It will start with the Electra, a name that has been inactive for much longer than it was used. Buick will continue to use the long-dead name Electra as a sub-brand for all its battery-electric vehicles starting next year.

“The Buick Brand is committed to an electric future by the end this decade,” stated Duncan Aldred (global vice president, Buick & GMC), in an . release. “Buick’s new logo and use of the Electra naming sequence, as well as a new design look for future products, will transform the brand .”

Buick also revealed a brand new concept car as part of its June 1 announcement. This was to show the future of the brand’s design language. The new Wildcat EV concept, also inspired by Buick’s past nameplate, shows that the brand and its designers can still create a forward-thinking and inspired design aesthetic.

” The Wildcat EV concept is the brand’s real design future,” Sharon Gauci, executive Director, Global Buick & GMC Design, said. “Buick has always been forward-looking and this expression is an indication of where we are going and the optimism that we have for the endless possibilities of an electric future .”

The concept 2 2 coupe (which refers to two seats at the front and two at the rear) is striking in a way Buicks haven’t been for a while. It retains the elegance that Buicks once had. The concept has a combination of luxury and sporty performance that gives it an almost Lexus-like visual hook. Buick does not quote any headline-grabbing performance figures or out-of-this world performance figures, unlike many other concept cars in recent years. This design was clearly designed to stand alone and show what future electric Buick models might look like.

Along with the transition to EVs and a new design language that was previewed by Wildcat, Buick is also updating its logo. The company’s trishield badge, which has remained relatively unchanged for more than thirty years, will also be getting a new look.

Back in January of 2021, General Motors made a commitment to discontinue all gasoline and diesel-powered light-duty vehicle sales by 2035, across all of its brands: Chevrolet, Buick, GMC, and Cadillac. Buick is apparently moving that goal forward by half-a decade, removing all internal combustion products prior to 2030.. The three models that remain are quite old and need to be replaced are the three remaining models of Buick.

View a video about Wildcat EV below:

YouTube video

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