Buick Commits to All-Electric Portfolio, Reveals New Logo

Buick has announced its plans for an all-electric portfolio by 2030. Supporting General Motors’ vision of a zero-emissions future, Buick will bring its first EV to North America in 2024. The brand’s forthcoming EVs will arrive with the “Electra” nameplate, drawing inspiration from Buick’s storied history.

“Our forthcoming products will adopt a new design language that emphasizes a sleek, dynamic, and forward-looking appearance,” said Sharon Gauci, Executive Director of 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.”

Buick vehicles will sport a new logo for the first time since 1990. Gone is the circular design in favor of a floating-style tri-shield that harks back to company founder David Dunbar Buick’s ancestral heritage. The new logo is expected to appear on 2023 Buick models.

“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.”

Brand Overhaul

Buick’s EV-centric brand identity will include modernized typography, an updated color palette, and a new marketing approach. The automaker will update its physical and digital properties over the next 12 to 16 months.

Fresh off the debut of its Wildcat EV concept, Buick is expecting its new brand overhaul to resonate well with consumers. 2021 was Buick’s best sales year ever for its current lineup, with U.S. retail sales up 7.6 percent. Nearly 73 percent of the automaker’s retail sales in 2021 came from customers new to Buick.