Buick News: Old is New as GM patents Buick Electra in Canada and the US after Showing the Buick Electra Concept at Shanghai Autoshow

[David]

Debates have raged over the name Electra with some saying it should never be used on an EV only ICE while others have said it is the perfect name for launching a Buick EV global push. GM today seems to agree as they have filed to patent the name Electra in both Canada and the US.

Based on GM's Ultium Platform of battery and engines, Buick looks to kick off their EV transition with a 4 door AWD SUV. Leveraging stat-of-the-art technology, Buick plans to move forward with moving to a zero emissions portfolio. 

Combining the athletic look of a four-seat crossover with Gran Turismo aesthetics, the Electra previews the 21st century design language for the EV generation.

The Electra has a clean, minimalist styling inspired by a space capsule. The evolving sculptural beauty is distinguished by a spacious glass interior pod that is part of an aerodynamic wing-form bodyshell and riding on 23" wheels that feature an optimal design, to enhance aerodynamics while contributing to the futuristic look of the Electra.

Front and rear Matrix LED lamps features parametrical mathematic lighting strings with a three-dimensional effect. This compliments a full LED-illuminated grille and rear screen nameplate to provide dramatic digital lighting interaction.

The Electra butterfly wing doors support facial recognition and provide a robust opening for convenient access.

The Buick Electra takes advantage of the all new Ultium platform with what is being called a Zero-Gravity environment. This lack of traditional A/B pillars results in a maximum extension of the cabin with a longer wheelbase, a more efficient package and a more spacious, open interior.

Buick offers an intuitive and immersive user experience that rewards all the senses by starting with Buick's next-generation eConnect system using a large industry-leading freeform curved retina display. This system like all GM systems will get OTA or over the air updates that provides on-demand driving information, advanced driver assistant systems via the infotainment.

Augmented reality-enhanced head-up display with advanced live-view navigation of roads. A 410-mile range via the Ultium battery pack with 583 HP allowing a 0 to 60 acceleration in 4.3 seconds.

Buick Makes Bold Statement with Its Vision for Future EV Design (gm.com)

Trademark Status & Document Retrieval (uspto.gov)

Canadian Trademarks Details: BUICK ELECTRA — 2155303 - Canadian Trademarks Database - Intellectual property and copyright - Canadian Intellectual Property Office - Innovation, Science and Economic Development Canada

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[balthazar]

I remind folks that Buick also trademarked 'Invicta' around 2002- and nothing came of that trademark.

There's no way to support a full catalog of 'electricity' names, so there's no reason to start with an 'Electra' nameplate.

Edited December 28, 2021 by balthazar

[David]

11 hours ago, balthazar said:

I remind folks that Buick also trademarked 'Invicta' around 2002- and nothing came of that trademark.

There's no way to support a full catalog of 'electricity' names, so there's no reason to start with an 'Electra' nameplate.

Totally disagree, the future is electric and the best way to start the transition to electric auto's is with a name that truly embraces this and that is the Buick Electra EV SUV. This has always made sense and totally makes sense here.

CES 2022 my gut tells me we will see more of this roadmap show up and I for one am excited by having an AWD Buick Electra EV.

[balthazar]

So should Chevrolet call the upcoming EV pickup truck the 'Kilowatt', because, 'the future is electric'??

Maybe the Corvette can become the 'Outlette' 😆 😆 😆 😆 😆 😆 😆 😆 

[balthazar]

Of course, they're already using 'Bolt' and 'Spark' (and have retired 'Volt'), so not sure what the other current 14 models are going to be 'electrically' renamed as. 🤔

[smk4565]

Electra makes sense as it fits the product and is a name from their past.  I assume this will be a small-midsize crossover like Mach-e, Model Y size.

[ccap41]

11 hours ago, balthazar said:

Of course, they're already using 'Bolt' and 'Spark' (and have retired 'Volt'), so not sure what the other current 14 models are going to be 'electrically' renamed as. 🤔

Could you imagine every car company trying to come up with cleaver "Electricity" names?!?! 

[Robert Hall]

Electra makes sense...it's one of those names that fits perfectly w/ an EV, like Bolt and Volt..so why not use it?     Better than some alphanumeric nonsense like Buick X12L-e or something...

Edited December 29, 2021 by Robert Hall

[balthazar]

Branding is complex.

[ccap41]

The only reason it really makes sense is because they've used the name in the past. 

[Robert Hall]

10 minutes ago, ccap41 said:

The only reason it really makes sense is because they've used the name in the past. 

I don't see Buick doing a nostalgia or retro play w/ the name, though..    

[ccap41]

16 minutes ago, Robert Hall said:

I don't see Buick doing a nostalgia or retro play w/ the name, though..    

But they 100% would be. 

[Robert Hall]

19 minutes ago, Robert Hall said:

I don't see Buick doing a nostalgia or retro play w/ the name, though..    

I just don't see people nostalgic for Grandpa's car from decades ago will drive sales of something new and very different.  The name fits with EV without the nostalgia...'Electra' connotes 'electric', 'EV', etc...

[balthazar]

Cadillac isn’t using obvious ‘electricity’ names, and Chevrolet has numerous heritage nameplates they’ve long invested in to just dump. 

Is Buick going to use all ‘electricity’ nameplates going forward? What would other ones be? Or will it be 1 ‘electricity’ nameplate and a handful of non-E nameplates? 

Gotta think longer-term than just the next 6 months / the blatantly obvious. 

I don’t believe Buick is looking to be a 1-vehicle brand…

[Robert Hall]

4 minutes ago, balthazar said:

Cadillac isn’t using obvious ‘electricity’ names, and Chevrolet has numerous heritage nameplates they’ve long invested in to just dump. 

Is Buick going to use all ‘electricity’ nameplates going forward? What would other ones be? Or will it be 1 ‘electricity’ nameplate and a handful of non-E nameplates? 

Gotta think longer-term than just the next 6 months / the blatantly obvious. 

I don’t believe Buick is looking to be a 1-vehicle brand…

Electra also fits with their 'e' naming scheme...I assume they will make EV-versions of the Encore, Envision and Enclave eventually...

4 minutes ago, balthazar said:

Cadillac isn’t using obvious ‘electricity’ names, and Chevrolet has numerous heritage nameplates they’ve long invested in to just dump.  

Different naming schemes for different brands...marketing stuff.. at least Cadillac is creating new names and identities rather than tacking on 'EV-series' with something like XT5-EV, CT5-EV which would have been obvious..(though it sounds like they may do something like that w/ an EV Escalade eventually?)

And Chevy could use 'ChEVy' and 'ChEVrolet'

Edited December 29, 2021 by Robert Hall

[balthazar]

Sure; BE variants of the other Buick models. But is there a thought-out naming proposal going forward, or is it going to be ‘Electra’ and ‘EV2’, ‘EV3’, ‘EV4’ ??

can YOU think of ANY more ‘E’-based ‘electricity’ names for Buick? I believe ‘Energizer’ is taken, BTW.

Because ‘Electra’ here is a 1-minute bar-napkin solution with no continuance going forward.

 

Marketing is complex.

[Robert Hall]

19 minutes ago, balthazar said:

Sure; BE variants of the other Buick models. But is there a thought-out naming proposal going forward, or is it going to be ‘Electra’ and ‘EV2’, ‘EV3’, ‘EV4’ ?? 

Maybe it's more about fitting w/ their existing naming scheme.  Encore, Envision, Enclave, Electra...it fits.

Since GM is calling their EV technology 'Ultium', Buick could revive the 'Ultra' trim for the EVs.... Encore Ultra, Envision Ultra, Elclave Ultra..that could work.

It's going to be interesting to see what is to come over the next few years, and how GM differentiates their new EV models across the brands. 

Edited December 29, 2021 by Robert Hall

[oldshurst442]

I find it appealing to have Buick name one of their EVs as Electra.  It is a name from their past so its a no brainer for them to use it. 

But...many folk dont even know its a former Buick name of the past so maybe using Electra could be seen as cliché, tacky and cheesy.  Maybe folk that KNOW its a Buick name of the past will also think its cliché, tacky and cheesy.

 

Like it was pointed out though by @Robert Hall,   Electra fits Buick's current (yes, pun intended!!!) naming scheme. 

Buick could make it work if they hired this lovely and very sexy lady to peddle it.  

Just replace the tri-star logo in the background with the tri-shield and voila!  A marketing campaign has been born!!! 

 

@balthazar  asked what other names we could we dream up of for EV Buicks.   

I got one!   As with Electra, and its related to the Electra, its a Buick name of the past.  And as Robert mentioned, put the Ultra tag on it for EV if you wanna!!!   

 

With a twist though.   Park (Electric) Avenue.    The Avenue Avenir Ultra for the really really upscale EV from Buick.  Call up Eddy to have the rights to the music and voila!  Marketing  campaign #2! 

And Im not joking. Im serious.  

The Buick Avenue has a nice ring to it for an urban sized EV CUV. 

For a less serious take.

If Buick was to go alphanumeric on us...I think a Buick EMF would rock it!

EMF for Electromotive Force and also know as English Motherphoquer! 

Now wouldnt THAT kick ass???!!!

Get the rights to EMF's I get knocked down but I get up again and it could be Buick's battle cry in making a comeback! 

How can the song NOT bring back Buick from the dead???!!!   Lyrics like "Pissing the night away" is almost CERTAIN to hit consumers in the heart with feelz!!! 

 

'Xcept the song is not from EMF...    They sang "You're Unbelievable"

Oh well, I didnt say I was a marketing genius... 

 

[Robert Hall]

Always liked the ‘Tubthumping’ song.  And the Park Avenue Ultra.  Never thought I’d see them mentioned in the same post. 

[David]

I could see some German brands use the Port naming scheme for their EVs.

• USB
• USB-C
• USB-D

 Electric after all!  

[oldshurst442]

21 hours ago, Robert Hall said:

Always liked the ‘Tubthumping’ song.  And the Park Avenue Ultra.  Never thought I’d see them mentioned in the same post. 

Just doing what I do best! 

In all honesty though. The EMF thing was kind of a mistake post.

I really did think it was EMF that sang Tubthumping and when I youtubed searched EMF for the song, I quickly realized that I done goofed with the connection I wanted to make.  So I course corrected and came up with the rest of the joke.

The really funnny thing is that when I realized I had forgotten and mixed up the groups, the Antonio Banderas reaction gif was EXACTLY how I reacted.  So it all fit perfectly...    

[surreal1272]

I'm going to be honest. I got a headache just reading this thread.

 

(Tips out)