Buick Embraces the Electric Future: A Brand Transformation

new buick logo

Buick, the iconic American automotive brand, is embarking on an exciting journey towards a fully electrified lineup in North America. With a new badge and brand identity, Buick is embracing General Motors’ vision of a zero-emissions, all-electric future. In 2024, Buick will introduce its first electric vehicle to the North American market, paving the way for a new era of sustainable transportation.

Electrifying the Future

Buick’s future electric vehicles will carry the Electra name, taking inspiration from the brand’s rich history. This commitment to an all-electric future by the end of the decade is a testament to Buick’s dedication to sustainability and innovation. Duncan Aldred, global vice president of Buick and GMC, believes that this transformation, along with the new logo and design, will shape the future of the brand.

Redefining the Logo

The new badge represents the first significant change to Buick’s emblem since 1990. Moving away from the circular logo, the new design features a sleek, horizontally aligned layout that builds upon Buick’s recognizable tri-shield. The redesigned columns of the tri-shield, inspired by the heraldry of Buick’s founder, David Dunbar Buick, incorporate fluid movements that will be reflected in the design of future vehicles. This fresh and dynamic logo will be body-mounted onto the front fascia of Buick products starting next year.

A Design Language of Movement

Buick’s forthcoming products will adopt a new design language that emphasizes sleekness, dynamism, and a forward-looking appearance. Sharon Gauci, executive director of Global Buick and GMC Design, envisions exteriors that convey motion through contrasting fluid movements. Interiors will balance modern design, new technologies, and attention to detail to create a warm and sensory-rich experience. The Buick Wildcat EV concept provides a glimpse into the global brand design language that will be apparent in future production vehicles. The new logo and design will make their debut on production vehicles from next year onward.

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Revamped Brand Identity

Buick’s brand transformation goes beyond the logo and design. It includes new typography, an updated color palette, and a fresh marketing approach. Over the next 12 to 16 months, Buick will update its physical and digital properties, creating a seamless and engaging experience for its customers.

Connectivity and Safety

Buick’s commitment to customer satisfaction extends beyond aesthetics. The brand transformation includes a more seamless connectivity experience. New retail Buick vehicles in the U.S. will come with three years of OnStar and Connected Services Premium Plan. This plan includes essential services such as remote key fob access, Wi-Fi data, and OnStar safety services, which will be included as standard equipment. Buick continues to prioritize safety and convenience, ensuring that customers can stay connected on the road.

Buick’s Success Story

While looking forward to the electric future, Buick’s current lineup continues to perform exceptionally well both in the U.S. and globally. Last year, Buick experienced its best sales year ever for its existing models, with U.S. retail sales up by 7.6%. This success has attracted a significant number of new customers, with nearly 73% of sales coming from those new to the Buick brand. Buick’s sculptural designs, refined performance, modern interiors, and thoughtful personal technologies have resonated with buyers looking for attainable luxury.

FAQs

Q: When will Buick introduce its first electric vehicle in North America?

A: Buick is set to bring its first electric vehicle to market in North America in 2024.

Q: What changes are being made to Buick’s logo?

A: The new badge, the first significant change to the emblem since 1990, features a sleek, horizontally aligned layout that builds upon Buick’s recognizable tri-shield design. The redesigned columns of the tri-shield incorporate fluid movements inspired by the heraldry of Buick’s founder.

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Q: What can we expect from Buick’s future design language?

A: Buick’s forthcoming products will adopt a design language that emphasizes sleekness, dynamism, and a forward-looking appearance. Exteriors will convey motion through contrasting fluid movements, while interiors will balance modern design, new technologies, and attention to detail for a rich sensory experience.

Conclusion

Buick’s brand transformation marks an exciting shift towards an all-electric future. With a new logo, design language, and brand identity, Buick is embracing sustainability and innovation. The forthcoming electric vehicles under the Electra name will pave the way for a new era of Buick automobiles that combine sculptural designs, refined performance, modern interiors, and thoughtful personal technologies. Buick’s commitment to customer satisfaction, safety, and connectivity ensures that driving a Buick is a truly exceptional experience.

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