Jump to content
Create New...
  • William Maley
    William Maley

    Buick Trademarks Electra.. Could This Mean A New Vehicle?

    William Maley

    Staff Writer - CheersandGears.com

    June 19, 2012

    General Motors has trademarked another old nameplate, this time from Buick. Left Lane News reports that General Motors filled a trademark application on June 5th for Electra. No other details were revealed in the filling.

    Electra was a Buick nameplate introduced back in 1959 to replace the Roadmaster and Limited models. The nameplate would last till 1990.

    So why is General Motors trademarking Electra? Left Lane has two theories.

    Theory one is a flagship sedan that will use the LWB Epsilon II platform as a base. Using the Electra nameplate makes sense because the name was used for Buick flagships.

    Theory two is a Buick version of the Chevrolet Volt. General Motors has given the green light to a Cadillac version (ELR) to help with costs. Plus, the Electra nameplate would be a perfect fit.

    We have a theory as well. General Motors filled the trademark application to protect the Electra name.

    Update: Nick Richards, Head of Communications at Buick, tweeted this in reply to this article. - DD


    Source: Left Lane News

    William Maley is a staff writer for Cheers & Gears. He can be reached at william.maley@cheersandgears.com or you can follow him on twitter at @realmudmonster.

    User Feedback

    Recommended Comments

    Agree with dfelt...

    Although I would take a lot of different "electras."

    Personally...if they could have done a second gen of the Kappa cars and built a little ragtop and called it the Wildcat...

    They would have had my money in a heartbeat.

    Link to comment
    Share on other sites

    It will be a Volt. What is funny is a $40,000 Volt doesn't sell well, so a $50,000 Volt with a Buick badge or a $60,000 Volt with a Cadillac badge could really struggle. I get GM is trying to broaden the range and use the technology but we saw when Lexus tried a hybrid Prius, that bombed and the Prius people actually buy.

    These eco cars are tough, because Prius buyers (and other greenies) don't care about performance or even style or equipment, they have that minimalist view to some degree. So basic and efficient they like. A hybrid battery car with lots of luxo goodies doesn't appeal to that segment, and people that spend $60k now on performance luxury sedans don't want an economy car.

    Link to comment
    Share on other sites

    Actually I disagree. Look at the Tesla S roadster....or the Fisker Karma...or why else is Porsche building Hybrids?

    The volt is a sexy car, actually....and I'm glad to have another brand or type of auto enthusiast, ones who like electric cars.

    Link to comment
    Share on other sites

    IMO, Electra is a great name for a Buick version of the Volt.

    But IMO, GM shouldn't do a Buick version of the Volt. Chevy & Cadillac only. Though I guess if they're targeting China, where Buick carries a lot of weight...

    Link to comment
    Share on other sites

    My folks had a 1967 Electra, our last Buick before we started buying Cadillacs. Please don't defile the name and thoughts of what Buicks used to look like by putting that name on one of these ugly things they build now and call a Buick.

    Link to comment
    Share on other sites

    While many of you have found memories and want to stay with the past memories, THIS is a GOOD thing for GM and Buick.

    Remember, to grow our AMERICAN AUTO COMPANY, we need to give stepping stones which are clear steps up the auto ladder as people earn more.

    The VOLT is sexy in it's own way with tech people and as people get more comfy and aware of it, they will buy more.

    Chevy Needs to do more Drive Volt Shows so people can come to learn about the technology and drive it and compare it. The best thing one could do is have the Volts and Prius side by side and even include the ugly Nissan Leaf for comparison and let the chips fall.

    Buick and Cadillac will have a successful hit if they keep to their own design language.

    Buick could sell tens of thousands of these in China alone which will help reduce the cost for the rest of the world.

    Caddilac will end up being that special one people will strive for to outdue their neighbor.

    Link to comment
    Share on other sites

    I'd go with theory 3 (nameplate protection), then theory 1 (LaCrosse successor/flagship). I don't really see a Buick Voltec anytime soon; Cadillac ELR will be the premium Voltec offering.

    Link to comment
    Share on other sites

    Ugh, to sully the Electra name by pasting it onto a golf cart? Blasphemy! It should only be proudly displayed on Buick's Omega or Zeta II vehicle.

    If this were the '60s or the '70s, I would agree. But a Buick Electra that was a full electric not only makes sense, it is a no brainer. Targeting the Fisker or Tesla with a fully appointed Electra is essentially a great idea for whose time has come. It could completely update Buick's image in a way even the Enclave or Verano could not. Of course, that assumes there will be a new car with the Electra on the decklid.

    Link to comment
    Share on other sites

    Join the conversation

    You can post now and register later. If you have an account, sign in now to post with your account.
    Note: Your post will require moderator approval before it will be visible.

    Add a comment...

    ×   Pasted as rich text.   Paste as plain text instead

      Only 75 emoji are allowed.

    ×   Your link has been automatically embedded.   Display as a link instead

    ×   Your previous content has been restored.   Clear editor

    ×   You cannot paste images directly. Upload or insert images from URL.

  • Similar Content

  • Posts

    • @oldshurst442 Thank you for the kind words.  Is it okay if I laugh about part of the post?  I own being a real nerd when it comes to certain topics.  For one, I am fascinated by geography and always have been.   One life shaping event was moving back (and forth) to Europe 2 times with my parents before I was a teenager.  That involved crossing the Atlantic on the few ships that were still doing that voyage and even crossing America on Amtrak from the West Coast to the NYC suburbs, where we stayed with relatives for a few days before boarding for the sailing.  So, by the time you are 8 years old, and you can study maps, I was able to trace the ocean crossing - seeing the ports we stopped in as well as the Azores, which you sail through - as well as the train trip across the U.S.  Every place looked different.  So did the people.  But, mostly, the scale was staggering, when you compare it to going from L.A. to Las Vegas, or even N.Y. to Miami. My dad also contributed to this.  Before being allowed to come to the U.S., he moved to Australia, as did others from Mediterranean countries.  Australia was sort of open at the time and he got in.  He stayed 3 years.  He did not like it.  He also took the ship to and from Australia.  That trip is 3x as along as crossing the Atlantic.  You go through the Suez Canal, the Red Sea, and then cross the Indian Ocean along South Asia and then down to Australia.  I heard about all this and saw photos from these journeys.  I'm glad he didn't like Australia!  I much preferred growing up in the U.S. Cars and planes were such an evolving "art form" when growing up.  Both had a lot of personality and kitsch that's lacking today.  Yes, there was less worry about the environment, sustainability, and global warming.  So, ignoring that, cars were going for new styling frontiers, crazier interiors, and bigger engines.  And I loved following all that, and even sketching it up at times.  The same was true for planes.  We lived about 6 miles from the international airport and I would ride my bike there, just to be at the airport and look at all the planes and even the different airport buildings.  The 747 kept getting updated and better.  The L.A. Times would always have big ads for the different airlines and their gimmicks, including a Hawaiian styled lounge in the coach section from the West Coast to Honolulu on certain Continental 747s!  How cool is that?  I would tear out some of these newspaper ads and keep them.  You were very likely to fly from L.A. and S.F. to N.Y. or Chicago on 747s.  In fact, it was fun to look at their schedules and find those odd trips where the transcontinental trip had another leg on it so, just maybe, you could fly on a jumbo jet somewhere close, like to San Francisco for 45 minutes.  But kids and teens couldn't take trips like that, unless you convinced your parents to go, too. The above is absolutely hilarious by today's standards but, when you're a kid, you took it for granted.  This is on a Continental 747 ... in "coach."  Today, losing this many coach seats to a "lounge" would never pencil and you'd be attracting the bar flies.  But, maybe that would be better than having people on planes being hostile to flight attendants and each other.  We didn't hear much about that when I was a kid. The above is American Airline's rendition of the 747 coach lounge.  This is nuts, including facing sideways and backwards.  That lady looks like Jill St. John. The above is upstairs in first class, again on a Continental 747 ... another kitsch laugh riot. "Those were the days" because I don't think that, despite so much progress, QOL is much better in the last decade or so. @Robert Hall also has interesting stories and I like hearing about the compare-contrast between living in the Desert Southwest and the Rocky Mountain states, especially since both have pipelines of people going to and from California.  And, along with many others, how people originally from the Eastern Time Zone headed the call to "go West" and what that was like.   Stories about immigration and transplantation fascinate me.  I'm all ears for those.
    • I would agree. While the truck is built in the U.S. and many parts are supplied by U.S. companies, the profits return to Japan to a Japanese corporation. I find this a contradiction that I am seeing allot this fall which I think is due to it being a mid-presidential term election year. I wonder how people can be on this Beat the American Drum kick and yet their own buying habits contradict their statements. On the October spotting, there must be a local old car get together somewhere around here locally on Sunday as I just ran an Errand to Home Depot and on the way home, half a dozen old autos were following each other up highway 99 here.
    • The Tacoma is built in San Antonio but still a whole lot of contradiction there lol.
    • Saw two things this morning while running errands. First was a very old Chevrolet Suburban from the 1950's era in the process of being restored. It was on a trailer being towed someplace while I was driving on I5. Second thing was a Toyota Tacoma that had an interesting bumper sticker.  Pro-America Buy America Anti-Trump So not a political statement or discussion I want to start, but I am interested in what others think is meant by the Pro-America/Buy America part of this.  IMHO I find this a contradiction that they are driving a Toyota with that part of the bumper sticker. Thoughts?
  • Social Stream

  • Today's Birthdays

    1. martha3065
      (44 years old)
    2. mjd1001
      (50 years old)
  • Who's Online (See full list)

    • There are no registered users currently online
  • Create New...

Write what you are looking for and press enter or click the search icon to begin your search