Buick will fully electrify its lineup in North America and will update its brand identity with a new badge, the automaker announced. The company will also bring its first electric vehicle to market for 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.”
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, the company said. No longer a circular logo, the badge incorporates a sleek, horizontally aligned layout that builds upon Buick’s recognizable tri-shield.
“Our forthcoming products will adopt a new design language that emphasizes a sleek, 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.”
The new Buick badge and design will debut on production vehicles starting next year.
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.
The brand transformation will also include an improved connectivity experience, the company said, as new retail Buick vehicles in the U.S. will include three years of OnStar and Connected Services Premium Plan. Services such as remote key fob, Wi-Fi data and OnStar safety services will be included as standard equipment on the vehicle and included in the Manufacturer’s Suggested Retail Price starting this month.