General Motors has filed to trademark Buick Electra in Canada, GM Authority has uncovered.
Filed on December 20th, 2021 with the Canadian Intellectual Property Office (CIPO), the application is assigned serial number 2155303. The application was filed under the Nice Classification category 12, which is reserved for various transportation vehicles including “Motor land vehicles, namely, automobiles.”
GM unveiled a battery-electric concept vehicle called the Buick Electra at the 2020 Beijing Motor Show last September. This Canadian trademark filing could therefore be a sign the automaker has plans to use the Buick Electra name on a production-ready battery-electric crossover model here in North America.
The Buick Electra Concept, which is classified as a mid-size crossover, rides on GM’s BEV3 dedicated electric vehicle platform and utilizes the automaker’s Ultium modular battery design and Ultium Drive electric motors. The vehicle has an estimated driving range of more than 412 miles (660 kilometers) and is powered by a dual-motor, all-wheel-drive powertrain generating a combined output of 583 horsepower.
Buick will launch at least two battery-electric production crossovers between now and 2025. One of these vehicles will likely adopt the Electra name, although we have yet to uncover any trademark filings that could hint toward the name of the second offering.
As many GM Authority readers will recall, the Buick Electra name was first applied to a large Buick executive car in 1959 and remained in the brand’s lineup in one form or another until it was discontinued in 1990. With the advent of battery-electric vehicles, however, the Electra nameplate was likely too good for Buick to pass up – simultaneously serving as both a nod to the brand’s past and as recognition of its battery-electric future.
The first electric Buick crossover model is expected to hit the market in 2024.