Buick is undergoing a significant transformation with the introduction of a new design inspired by the Wildcat EV concept and a fresh brand campaign featuring the tagline “Exceptional by design.” The company’s evolution is evident in its revamped tri-shield logo unveiled in June 2022, followed by the stunning Wildcat EV concept.
Although Buick has yet to launch its first EV in the US, the brand is gearing up for its next chapter. The new design, showcased by a sleek gold Wildcat EV model, is set to influence the entire Buick lineup.
See also: Buick’s Aesthetic Odyssey: Tracing the Journey of the Wildcat EV Concept
Buick, which claims to be the “fastest-growing mainstream brand in the industry in 2023,” saw over 70% of its sales coming from new customers. Molly Peck, chief marketing officer at Buick and GMC Global, emphasized the brand’s commitment to beautiful design and quiet luxury, setting Buick apart from the competition.
The new “Exceptional by design” tagline celebrates Buick’s heritage while looking toward the future. The 2024 Buick Envision and 2025 Enclave will be the first models to adopt this new design language.
While Buick has yet to launch an EV in the US, the brand has been selling electric vehicles in China since 2022. Under GM’s joint venture SAIC-GM, Buick introduced its first Ultium-based EV, the Electra E5, in November 2022, followed by the Electra E4. The brand also launched the new Velite 6 last summer, offering competitive pricing starting at $15,500 (112,800 yuan).
See also: Buick Slashes Prices on Updated Electra E4 Electric SUV in China Amidst Auto Price War
Buick recently reduced prices for its Electra E4 and E5 models in China, aiming to set a new “price-performance” benchmark in the mid-to-large electric SUV market. The Electra E5 now starts at $23,600 (169,900 yuan).
Buick has filed trademarks for Electra models one through nine, indicating its plans to introduce EVs across different segments. The brand has committed to going all-electric by 2030.
Despite this ambitious goal, nearly half of Buick dealers in the US opted for a buyout from GM instead of committing to EVs, resulting in around 1,000 US dealerships. Buick reassured that approximately 89% of the US population still lives within 25 miles of a dealership.
