Buick, using sleek new concept vehicle to illustrate the direction of its future design, says by the end of the decade it plans to become an all-electric brand in both the United States and China, its largest global market by far.
Duncan Aldred, global vice president of Buick GMC, said during reveal of the Buick Wildcat concept vehicle, Buick is embarking on a transformation that will not only electrify its line-up but also include new badge and brand identity. In addition, Buick’s future EV products will carry the Electra name to draw inspiration from the nameplate’s long and storied history.
“The Buick brand is committed to an all-electric future by the end of this decade,” said Aldred. “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 in the U.S. starting next year. No longer a circular logo, the badge incorporates a sleek, horizontally aligned layout that builds upon Buick’s recognizable tri-shield. The change started today in China.
The redesigned columns of the tri-shield, which have roots in company founder David Dunbar Buick’s ancestral heraldry, incorporate fluid movements that will be found in future vehicle design, according to Buick designers.
New design language in the pipeline
The Buick Wildcat EV concept illustrates the new global brand design language that will be apparent in the brand’s production vehicles starting next year.
“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.”
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, which will start appearing on Buick’s physical and digital properties over the next 12 to 16 months.
Plans for the transformation will also include a more seamless connectivity experience, 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.
Molly Peck, vice president of marketing for Buick and GMC, said Buick products continue to perform well in the U.S. and globally. Last year was Buick’s best sales year ever for its current portfolio, with U.S. retail sales up 7.6 percent. This portfolio helps attract a significant number of new customers to the brand, with nearly 73% of sales coming from customers that are new to Buick.