Tuesday, December 6, 2022
News The First EV from Buick Could See the Return of the Electra...

The First EV from Buick Could See the Return of the Electra Name

Buick trademarked a name from its past that will likely be used on its first electric vehicle

  • Buick trademarked the Electra name in the United States and Canada

  • Buick’s most luxurious sedans were called Electra from 1959 to 1990

  • This EV will be an SUV built on the Ultium platform from General Motors

Buick is working on its first electric vehicle that will be released in a few years and a recent trademark application in Canada hints at a return of the storied Electra name to the brand’s lineup.

Documents from the Canadian office for intellectual property show that General Motors applied to have the Electra name trademarked for use on a motor vehicle on December 20th.

Buick Electra Electric Crossover Concept | Photo: Buick

This suggests that the first electric vehicle from Buick could be a reworked version of the Electra concept that was shown in China in 2020, the brand’s largest global market by far.

If true, this means that this upcoming vehicle will be a compact SUV which will make use of the company’s Ultium platform and motors according to Buick.

The concept featured a style that is definitely not ready for production, but it can give an idea of the styling direction that will be used on the road-going model. For example, the shape of the headlamps and grille could be transferred to the production version, but the butterfly doors are most likely going to be replaced by conventional units. Inside, the concept features a very minimalistic design, with only a massive combined infotainment and gauge cluster screen and a yoke-steering wheel. This will definitively be reworked and made more conventional before the model goes on sale.

In terms of powertrains, the concept used two Ultium electric motors that develop a combined output of 583 horsepower, enough to power it to 60 mph (96 km/h) in 4.3 seconds according to the company. The range provided by the Ultium battery is more than 372 miles (600 kilometers).

1959 Buick Electra | Photo: Buick

The Electra name seems very fitting for use on an electric vehicle and this is a good opportunity for Buick to bring back an influential name from a place in its past where the brand was seen as aspirational and when driving a Buick meant you were doing pretty well in your career. The Electra nameplate designated the brand’s most luxurious sedans from 1959 to 1990, when it was replaced by the Park Avenue.

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