Buick commits to an all-electric future
As General Motors' pure luxury brand, Buick has stated its commitment to a brand transformation that will fully electrify its lineup in North America by the end of the decade. Like many other automakers, Buick identified 2030 as the target year for the end of internal combustion engines.
The announcement was accompanied by the unveiling of a new badge and a concept car designed to inspire future electric Buicks. Buick also announced that it will bring its first electric vehicle to market in North America in 2024. Buick's future EV products will carry the Electra name, drawing inspiration from 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, 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."
A new logo
The new Buick 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 builds upon Buick's longtime three-shield logo. The redesigned logo suggests sleek designs that will be found in future Buick vehicles.
"Our forthcoming products will adopt a new design language that emphasizes a 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."
Wildcat EV concept vehicle
The Buick Wildcat EV concept illustrates the new global brand design language that will be apparent in production vehicles going forward. The new Buick design will debut on production vehicles starting next year.
Buick's history with the Wildcat name goes back to 1953, when the first Wildcat was a show vehicle that previewed next-generation Buick design. The Wildcat II and III concepts followed in 1954 and 1955, respectively, and the designs of all were overseen by legendary chief designer Harley Earl. In 1985, another Wildcat concept debuted. It was a futuristically styled, mid-engine, AWD supercar developed to showcase new engine technologies.
The newest Wildcat was developed to convey the new design language that will influence Buick production models for the foreseeable future. The Wildcat concept is designed around an all-electric driveline. The vehicle design is imagined as a 2+2 coupe with an all-new, laid-back proportion complemented by a low, wide stance. The windshield wraps around and flows into the side glass, which tapers dramatically with the fastback roofline to accentuate the profile.
"The Wildcat EV concept represents the real design future for the brand," Gauci said. "Buick has always been forward looking and this expression is a glimpse of where we're going, and the optimism we have for the limitless possibilities of an electric future."
Sales are up
As Buick looks toward an all-electric 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%. Nearly 73% of Buick sales last year came from customers new to the brand.
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