Earlier this month, General Motors moved to trademark Buick Electra in Canada through a filing with the Canadian Intellectual Property Office (CIPO). Now the automaker has filed to trademark Buick Electra in the United States, as well – a potential sign that this name will be applied to a future Buick production vehicle.
Filed on December 20th, 2021 with the United States Patent and Trademark Office, the application is assigned serial number 97180202. The application was filed under a Goods and Services category reserved for “Motor land vehicles, namely, automobiles.”
As we noted in our report regarding the Canadian filing for Buick Electra, GM previously unveiled a battery-electric concept vehicle called the Buick Electra at the 2020 Beijing Motor Show last September. Classified as a mid-size crossover, the Buick Electra Concept 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 a GM-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. While it’s unclear if the production model will have much in common with the concept, this show vehicle at least serves as proof Buick is interested in the Electra name once again.
Additionally, the Canadian trademark filing for Buick Electra was a good sign that Buick plans to use the name on a future production vehicle, but this U.S. patent filing serves as even more concrete evidence. Buick has already divulged plans to launch at least two battery-electric production crossovers between now and 2025, so it seems likely one of these vehicles will adopt the Electra name.
The Buick Electra name was first applied to a large Buick executive car released for the 1959 model year and remained in the automaker’s lineup in one form or another until 1990. GM is likely interested in reviving the Electra name as it serves as both recognition of Buick’s long, storied past and references its battery-electric future, as well.
We plan to follow this story closely in the coming months, so be sure to subscribe to GM Authority as we bring you the latest Buick Electra Concept news, Buick news and ongoing GM news coverage.
Comments
I am excited to see the production Electra, and Enspire, both promising concepts.
Great use of a classic name for Buick.
Would make sense for Chevy use ‘Bel Air’ on a new electric vehicle.
gm seems too quick to flush the huge value they have in some classic names that resonate out there.
Anyone at Cadilliq listening?
The whole “iq” nameplate makes no sense, and to be Frank it makes the car brand viewed as lower with the Ebonics vibe. Cadillac needs to take notes from Bentley, Rolls Royce, Lamborghini on how to keep your namesake safe. Adding iq to each new name is not cool. Just add an E to the trim. Eventually rid of the ICE trims and everyone will know the Escalade is electrified. You see how successful the Mustang Mach-E is successful. However eboniq is not the way. It is what it is.
Hey, this is supposed to be a thread about Buick.
I believe that a more production-ready Electra is shown in the picture of GM vehicles from the 2021 CES (the one with Michael Simcoe standing in front of the GM EVs). If that is the Electra, it’s styling is toned way down.
Now we need LeSabre , Riviera and Skylark too.
How about the Wildcat, based on the future electric Corvette ?
What is surprising to me is that GM would have ever allowed the rights to that name to expire. I wonder how many others have.
Ford made that mistake. It wanted to revive “Futura” for a midsize, but guess who wouldn’t give up the name? Pep Boys, for a line of tires. Fusion it was, then. (If they bring it back, make it Mondeo, please: get reciprocal with the rest of the world!)
If this vehicle comes to production, it won’t look anything like this…GM has a history of promising beautiful concepts , but disappointing production models like the 1990 Pontiac Sunfire and 2007 Chevrolet Volt for example….
Buick Electras were always beautiful cars, unlike this turd.
I grew up in Buick family and had strong attachment to the brand, until they dropped cool names like Electra and Riviera and Roadmaster. Names with history and cool designs. I don’t care much anymore. I think GM should look deeply at what makes Cadillac Escalade tick, perhaps sticking to its roots while adding modern cues to the design.
Until electric cars have a reasonable mileage distance, I will reserve my choice to be a hybrid. Drive around town on electric, and enjoy a distance venture with confidence. It will still save money in the long run (Pun intended).