In April, Buick introduced the Envista compact crossover coupe, which is as gorgeous as any recent Buick. On its nose is a new, stylized version of the tri-shield Buick logo and on its window is a starting price of $23,495. Its style predicts the future, but its gasoline engine will stay in the past as Buick goes all-electric by 2030.
“We see a great market opportunity for the Envista, and you’ll see elements incorporated into the Envista — like the new Buick design language and its focus on occupants’ well-being — that will translate to Buick’s future EV offerings,” said Duncan Aldred, global vice president, Buick and GMC. “The Buick brand is committed to an all-electric future by the end of this decade. Buick’s new logo, use of the Electra naming series and a new design look for our future products will transform the brand.”
Deuce and a quarter
The Electra was introduced in 1959 as the Electra 225, named for its 225-inch length and referencing the Lockheed Electra airliner. Early models came with a 401 cubic-inch V-8 connected to a 2-speed Dynaflow automatic transmission. Electras dropped the 225 moniker when the fifth-generation arrived with slimmer forms in 1977, and the model would transition to Park Avenue after 1990.
Before its sad eclipse, the Electra had earned a lot of street cred, as well as a colorful street name, immortalized in the Prince song "Deuce & a Quarter."
In my deuce and a quarter feelin’ funky funky fine …
Convertible top down so I can see the honeys passin’ me by.
So, why would Buick resurrect a pop culture reference from decades ago?
“Electra is a name that draws inspiration from Buick’s storied past while appropriately moving it towards an electric future,” Aldred said. “Electra will be the new global naming series for Buick EVs going forward. With the existing name recognition, I can’t think of anything more appropriate for an electric vehicle than the name Electra.”
It may be a skillful way to wed Buick’s past and future.
“While some consumers might find the name to be almost too much of a cliché for an electric vehicle, for those in the know, it more than makes sense,” said Ivan Drury, Director of Insights, Edmunds. “It feels sort of destined to happen that a brand could resurrect a buried nameplate with more meaning now than ever.”
Expressive Wildcat design
As the 1954 Wildcat concept predicted low hood lines, wrap-around windshields, and tailfins that soon appeared on production Buicks, the recent Wildcat EV concept predicts where it’s traveling next.
“The Wildcat EV concept represents the real design future for the brand,” said Sharon Gauci, executive director, Global Buick and GMC Design. “This expression is a glimpse of where we’re going, and the optimism we have for an electric future. Our exteriors will incorporate fluid movements that contrast with tension to convey motion. Interiors will balance modern design, new technologies and attention to detail to evoke warmth and a rich sensory experience.”
You can see the Wildcat’s influence in the Envista’s new emblem, low-profile silhouette, forward leaning nose, and squinty LED lamps. Accentuated fenders and sculpted waistline add to the family resemblance. Check the Ultrawide infotainment display inside. The turbocharged three-cylinder engine is plenty peppy with 136 horsepower and 162 lb.ft. of torque, but Buick already moved beyond gasoline with the Electra E5 crossover in China.
“Today, Buick sells four EVs in our largest market, China,” Aldred said. “I cannot share what specific EVs are planned for the U.S. at this point, but I can tell you that each markets’ product portfolio is tailored to serve that specific market.”
The Electra E5 is the first Buick on GM’s Ultium EV platform that will underpin many of the automaker’s new models. It’s a handsome crossover with retracting door handles and sharing the Evista’s design cues, but lavishes the interior with a 30-inch free-form curved screen, super cruise hands-off driving, Bose audio and floating console. Fast charge for 385 miles range and 0-62 mph in 6.7 seconds.
Not a bad start.
Change taking form
While Buick has found a niche within GM as a conveyor of near-luxury crossovers for the aspiring middle class, it still faces challenges beyond the difficulty in finding charging stations and figuring out which EVs qualify for the $7,500 federal credit. EVs from Mercedes-Benz, BMW, Audi, Kia and even other GM brands are invading its space. Going electric offers Buick a chance at renewal.
“There aren’t too many instances in which a century-old brand is afforded the chance to metamorphose its image,” Drury said. “For Buick, electrifying the lineup is that chance. In 2022, Buick was just one of every 20 GM products sold. Buick has fallen off considerably and will need to associate itself with something more than subtle sheet metal changes compared to its more successful sibling brands.”
Expect sleek designs, glassy infotainment systems, and serene driving experiences to become Buick traits.
“This is an exciting time for Buick as we’re in the midst of five new vehicle launches over the next 18 months,” Aldred said. “We’ll have three additional products coming between now and the first half of 2024. A sleek, dynamic and futuristic appearance will make Buick EVs stand out from the crowd. While I can’t share specific types of vehicles, we are experimenting with new futuristic features such as artificial intelligence, biometrics and aromatherapy that are designed to enhance our occupants’ sense of well-being.”
Sure, but strong sales would enhance Buick’s well-being.
“The good news for Buick is that we’ve seen consumers are so eager to get their hands on EVs that they’re willing to change all their prior buying habits,” Drury said. “To their credit, some brands have successfully proven they can reinvent themselves by shifting business strategy, operations and even their customer base.”
If Buick can get butts in seats, and America’s charging network keeps pace, it will have a new generation of drivers feelin’ funky fine.
