General Motors brand Buick has announced its transition to an all-electric car manufacturer by the end of this decade. Buick's future e-cars will be marketed under the Electra label and will use GM's Ultium platform.
The first Buick Stromer for North America is planned for 2024, according to GM. For Buick, it will be much more than just a new model with electric drive: the US company is also giving its brand a complete relaunch in the process.
Currently, the most obvious feature is the new logo: Although the so-called "tri-shield design" remains, the three shields are no longer slightly offset and enclosed by a chrome-plated circle, but will in future be placed next to each other at the same height - without a frame. The new logo is to be fitted to the cars as early as next year, the current logo dates back to 1990.
According to the press release, the slimmer brand emblem is just a harbinger of a new design language that is also intended to be sleeker and more modern. A glimpse of this is provided by the Wildcat EV concept car now unveiled, a 2+2 coupe. With a long front hood and implied grille, however, the design is more conventional - albeit more dynamic and aggressive than the current models. Buick does not provide technical data on the study.
"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 name and a new design for our future products will transform the brand."