HomeNews and EventsBuick Files Another Trademark for Electra

Buick Files Another Trademark for Electra

Is the old name ripe for Buick’s EV game?

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The Electra was Buick’s oft-graceful flagship series that was the favorite of dentists from 1959-90. Though the spirit of the Electra more recently lived on in the Lacrosse, the market decided four-door sedans were old hat and it was discontinued (though the Lacrosse lives on in China). But what is that I hear, Buick faithful? Is the Electra truly coming back?

As part of Buick’s drive towards a fully electric lineup by 2030, the Electra should be making a return in 2024. According to Motor Authority, General Motors filed nine trademarks under the section “motor land vehicles” in October, adding to the trademarks “Electra” and “Electra GS” that had been filed previously.

In 2020, Buick debuted an Electra crossover concept, then again applied the name to the Electra-X crossover concept this past summer. Buick has claimed these concepts were previews of EVs bound for China, but the design language is there for American consumers to see what may trickle down our way.

Buick, Buick Files Another Trademark for Electra, ClassicCars.com Journal
Buick Electra-X Concept

What certainly is known is that Buick plans two EV SUVs for the immediate future for the U.S. market based on the Ultium platform, one being somewhat conventional while the other being more coupe-like. There is a suggestion that the stateside Electras will include the base and GS while, in China, Electra may have more involved branding opportunities that would include Electra alphanumerical combinations like Electra E1 through Electra E9.

Buick, Buick Files Another Trademark for Electra, ClassicCars.com Journal
Buick Wildcat EV Coupe Concept

There also was a Wildcat EV concept earlier this year, which may contribute to this nod towards Buick history, or it simply may be a way to keep names fresh and within the control of GM — most certainly the future will tell us more.

Diego Rosenberg
Diego Rosenberg
Lead Writer Diego Rosenberg is a native of Wilmington, Delaware and Princeton, New Jersey, giving him plenty of exposure to the charms of Carlisle and Englishtown. Though his first love is Citroen, he fell for muscle cars after being seduced by 1950s finned flyers—in fact, he’s written two books on American muscle. But please don’t think there is a strong American bias because foreign weirdness is never far from his heart. With a penchant for underground music from the 1960-70s, Diego and his family reside in the Southwest.

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