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Back in early June, Buick introduced an all-new electric vehicle (EV) plan for its new lineup, a first for the automaker. Back then, there was a lot of talk about the upcoming Buick zero-emissions, all-electric future, with the first known as the Buick Wildcat EV, an electric coupe wearing the company’s new logo and incorporating an all-new design language for an expressive presence while also seemingly laid back with its electric powertrain. Many were wondering if the Electra name would be revived, and the Wildcat seemed like it was going to be the first concept to get the greenlight. Based on the heritage of Buick is strong in the Electra name, and it will be the name used for the new electric lineup, much like Dodge eMuscle with the new Fratzog logo. By 2024, we’ll be seeing a new Electra EV by Buick.
“Our forthcoming products will adopt a new design language that emphasizes a sleek, dynamic and forward-looking appearance…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.” - Sharon Gauci, executive director, Global Buick and GMC Design
Drawing from the brand’s history, the design of the Electra models will be wearing the new badge, an icon that hasn’t changed since 1990, and mounted onto the front fascia of all upcoming EV Buick models. Building upon the recognizable tri-shield, dating back to company founder David Dunbar Buick’s ancestral heraldry, the columns have been redesigned for a more fluid style that gets rid of the circular perimeter and leans into a sleeker horizontal layout. Honestly, it looks clean and nice (seen above).
Seems like the Buick Wildcat EV concept is still set up as the first EV model to be released. With a new brand identity comes new styling cues, new typography and updated and flashy color palette, and eventually a new marketing campaign to spread the world. Over the next 12 to 16 months, Buick will be preparing for launch by updating its physical and digital properties to reflect its commitment to a zero-emissions, all-electric future. During the 2022 Consumer Electronics Show (CES), many automakers were presenting mobile digital living spaces, where consumers could stay connected to their digital online life while on the road. Upcoming Buick models will also be offering a more seamless connectivity experience to devices on hand and away from the vehicle or home. Many vehicles have integrated Amazon Alexa and Google Home features for car-home connectivity, and it’s going to become a lot more common with virtual assistants that can communicate with several devices and apps via voice command.
As Buick focuses on its future electric lineup, its gasoline-powered models will still be available for quite some time. Performing well in the U.S. and global markets, Buick saw its best sales year ever with a 7.6-percent increase in the U.S. market alone. 73-percent of those sales were also from consumers new to Buick models. This would translate into 2022 and 2023 being a good time to give EV models a jump start with new consumers and a new demographic as more environmentally conscious consumers enter the buying market.
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