There’s an old saying in the auto media biz that brand management means logos get bigger. Buick today changed its logo while teasing a 2024 Electra EV that is coming to North America. Buick’s future EV products will use the Electra name as it transitions to an all-electric line by 2030.
The latest badge, the first tweak since 1990, will be body-mounted on the front fascia of Buick products starting next year. No longer circular, the badge incorporates a horizontal layout that builds upon Buick’s tri-shield, which has roots in David Dunbar Buick’s ancestral heraldry.
The Buick Wildcat EV concept, a large a 2+2 coupe with what appear to be challenging sight-lines for the driver, demonstrates the new global brand design language that – it’s claimed – will be used on production vehicles going forward. The pointy nose could present a problem – when parking or when parking the badge.
In addition to the new badge, Buick’s face-lifted brand identity will also include new typography, an updated color palette and a new marketing approach. Buick said it will update its physical and digital properties during the next 12 to 16 months.
The brand transformation will also include what’s claimed to be a more seamless connectivity experience, as new retail Buick vehicles in the U.S. will include three years of the OnStar and Connected Services Premium Plan1. Services such as remote key fob, Wi-Fi data and OnStar safety services will be included as standard equipment on the vehicle and included in the Manufacturer’s Suggested Retail Price starting this month.
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Inevitable GM footnote
1Connected vehicle services vary by vehicle model and require active service plan, working electrical system, cell reception and GPS signal.OnStar links to emergency services. See onstar.com for details and limitations. All plans are subject to change or terminate without notice.