Buick goes full Electra

General Motors’ Buick brand announced earlier this week that it will fully electrify its lineup in North America, led by a new badge and brand identity. It will bring its first electric vehicle (EV) to market in North America in 2024. Future EVs 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 will be mounted on the front fascia of Buick products starting next year. The redesigned columns of the tri-shield have roots in company founder David Dunbar Buick’s ancestral heraldry.

“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.

In addition to the new badge, Buick’s revamped identity will include new typography, an updated color palette, and a new marketing approach. The brand will update its physical and digital properties over the next 12 to 16 months.

Simultaneously, Buick introduced its all-new brand identity in China, signifying its accelerated transformation toward an electric future and long-term commitment there. The event marked the debut of the Buick GL8 Century flagship MPV tailored for the China market, and the Electra-X, its first all-electric SUV concept developed on GM’s Ultium platform.

“As Buick embarks on a global transformation to become a brand on the cutting edge of technology, we have the same unwavering commitment to continuously develop in China for China,” said Aldred.

To support its transformation, Buick will introduce 12 new products—including five all-new EVs in China—through 2025. They include two EVs to be revealed this year. Buick’s new EV portfolio will be powered by the Ultium platform, covering the mainstream MPV, SUV, and sedan segments.

The design influencer: Wildcat EV concept

The Wildcat EV concept was developed to convey the new design language that will influence Buick production models for the foreseeable future. The use of the Wildcat name is significant in that, for nearly 70 years, it has been reserved for innovative Buick concept vehicles that push the boundaries of design and technology.

The first Wildcat show vehicle in 1953 previewed the next generation of Buick design. The Wildcat II and III concepts of 1954 and 1955, respectively, were overseen by legendary GM Chief Designer Harley Earl. The 1985 Wildcat concept employed a mid-mounted DOHC V6 engine and featured an early head-up display system.

“The Wildcat EV concept represents the real design future for the brand,” said Gauci.

It introduces a new face for Buick, distinguished by a forward-leaning front end that features a low-mounted, trapezoidal grille. The 2+2 coupe has a low, wide stance. Its windshield wraps around and flows into the side glass, which tapers dramatically with the fastback roofline.

The shape is “the result of careful attention to the proportions and sculptural beauty derived from the intersection of forms, not lines,” said Bob Boniface, Director, Global Buick Design.

Other exterior design highlights include semi-swing doors for easy entry and exit.

Micro-LED lighting technology and thin-beam projector lenses are used for the front lighting, with the primary lighting at the outer edges of the grille. Blade-style taillights in the roof’s sail panels culminate in “check-mark-style” horizontal lamps, echoing the front lighting. An external state-of-charge indicator is visible through the hatchback glass.

Inside, the cabin’s “glow” is meant to be inviting and comforting. Color plays an important role in the interior’s warmth and comfort, with Legato Green accented with brushed or polished aluminum trim and orange elements like the seat belts.

“It’s a space intended to strike an emotional chord,” said Therese Pinazzo, Buick Exterior and Interior Design Manager. “It is defined by simple, graceful forms that convey balance, harmony, and a feeling of warmth.”

The prominent console, extending from the base of the instrument panel to the rear seating area, uses graphic and color contrasts to create a visually floating perception. Additional interior design elements include a flat-bottom steering wheel and seats with cantilevered headrests that appear to be floating. Infotainment interaction is by an instrument panel touchscreen and complementing console screen.

“One of the most groundbreaking ways Wildcat will develop and enrich the lives of drivers and passengers alike is the use of advanced artificial intelligence and biometric technology,” added Pinazzo. “The cabin adapts to its user to make suggestions on a variety of functions, from infotainment, to comfort, and vehicle functions.”

For instance, if the vehicle detects an elevation in the driver’s heart rate, it automatically adjusts vehicle settings to calm he/she down. When Zen Mode is activated, it dims the cabin lights, disperses calming aromatherapy scents, and activates massaging seats.

The Ultium pioneer: Electra-X concept

While the Wildcat sets the design direction, the Electra-X concept SUV unveiled the same day in China is closer to production reality.

Developed by GM’s PATAC engineering and design team in Shanghai, the concept previews the production version of Buick’s new generation of EVs in China. It is inspired by the PURE Design philosophy, which is intended to be forward-looking and future-inspired.

“Buick is well known across China for its beautiful styling,” said Matt Noone, Executive Director of SAIC-GM PATAC Design. “The Electra-X will be a significant game-changer for Buick in offering products that are not only electric but also sporty and attractive to younger customers. Many of the design elements from the concept will be applied to future production models.”

As with the Wildcat, the Electra-X leverages form-based surfacing instead of complex lines. Designers gave the four-seat Electra-X a “coupe-like expression” and a low-profile silhouette for an “athletic persona.”

In front is an aggressive trapezoidal grille, a forward-leaning “shark nose” front end, and the new Buick badge mounted on the front fascia. Another similar design theme is the high-mounted horizontal check-mark-style lamps and separate “aviation-inspired” lamps at the edge of the “grille.” Both will become new Buick signatures, supporting a distinctive welcome lighting animation that greets users when approaching the vehicle.

Other design highlights include information projection at the side and rear of the vehicle for pedestrian communication. The concept’s 21-in wheels feature an optimized design for improved aerodynamics to improve EV range.

Special GS graphic patterns are etched in the interior and exterior, previewing the future styling of Buick’s sporty sub-brand in the digital era.

The four-seat layout takes advantage of the Ultium EV architecture by maximizing cabin space through a long wheelbase and efficient layout. A large windshield and panoramic glass roof add to the open, spacious feel.

As with the Wildcat, the Electra-X interior is meant to evoke warmth and ensure a rich sensory experience, but here copper accents provide “metallic warmth.” The driver-focused instrument panel has “hidden” slim air vents. The color scheme transitions from the lower medium/dark gray to the upper sky/cool gray. The SUV’s lightweight seats are wrapped in 3D knit fabric made from recyclable PET plastic bottles.

The concept’s Virtual Cockpit System (VCS) enables new design thinking and a more connected experience. The underlying digital ecosystem is powered by a Qualcomm Snapdragon 8155 chip. With over-the-air (OTA) capability, the system can evolve over time to keep up with technological advances.

The segment-exclusive Eyemax 30-in freeform main IP display produces clearer and higher-quality images with up to 6K resolution. It can reflect a billion colors with a pixel density that is close to the limits of human vision.

Multi-zone voice command supports nearly 50 scenarios and functions including control of navigation, audio system, air-conditioning, seats, interior ambient lighting, and sunroof. The iKey functionality enables remote unlock, control, park, and share their vehicle via a smartphone.