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.
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Comments
It be foolish if GM don’t use the name on Buick’s 1st US EV…
Will this be the vehicle shown in the upper left corner of the photo of various forthcoming EVs, taken with Michael Simcoe at the 2021 CES?
I am excited to see how Buick Electra, and Enspire translate to production vehicles. Will they be awesome, or belly flop?
I think the one on the left in the CES photo last year was the Enspire as most of the lines look like the concept.
The design in their current lineup looks pretty good. Now that they’re free of Opel, the design can really start to breakthrough.
Maybe then with design, Buick sales can really start to improve.
Curious why gm has to trademark a name they have used before? Does the trademark rights expire at some point?
They do not expire as long as the name is in use, if the name is no longer in use after 10 years from registration they lose the name. They have to provide proof the trademark is in use or going to be used and apply for it.
Thank you Meh.
So basically, they’re just doing it to prevent another manufacturer from using it.
Yeah Ford got burned by letting the Futura name lapse. That was what the Fusion was supposed to be called but I believe PepBoys started using it for something.
They should bring back skylark and invicta as well
Nice job Buiick now Cadillac should go back using names as well…enough of this BMW Wana be letters and numbers. The Lyric is hopefully the first Cadillac to being names back.
Its Lyriq. All EV Cadillacs from now on will have a name ending with IQ. Even the Escalade EV will be called Escalade IQ.
Sorry for the misspelling… Thank Google auto word correct for that one. And thank God Cadillac is bringing names back.
I seriously doubt that God had anything to do with naming the car. You might want to thank the big guys at Cadillac for that, instead.
I wonder if it will be 225″ long???
It IS UGLY!!!!!!!!!!!
That’s a concept. The production version hasn’t even been shown.
That car design is beautiful, better than anything done by Cadillac, and GM’s best EV concept so far!! Peugeot did a similar design but not nearly as well executed.
Buick concepts are always fantastic and the sort of amazing that GM needs. Why can’t Cadillac do equally fine work? Maybe GM should put more energy behind Buick as it’s Audi rival premium brand. I’m sure in China that they could create cleavage better mainstream Buick and a luxury line!