Buick just announced a variety of news regarding its all-electric future, pulling the sheets on the new Wildcat EV concept, as well as outlining its plans to offer a fully electric portfolio by 2030. In addition, Buick announced its new brand identity and unveiled a new logo.
Let’s start with the new Buick logo. The last time the Buick logo received a major redesign was more than 30 years ago in 1990, with this latest logo marked as a significant change for the brand going forward. As before, the new Buick logo will once again include the usual “tri-shield” layout, a design that gives a nod to company founder David Dunbar Buick’s ancestral heraldry. However, rather than the ascending shield layout used previously, the new Buick logo places the three shields in a horizontal pattern, with spacing between the individual columns. The circular outline used previously was also deleted, while the shields themselves include “checkmark” inner detailing in red, white, and blue. Look for the new Buick badge to debut on the brand’s production vehicles next year.
In addition to the new badging, Buick is also overhauling its brand identity with a variety of changes set for inclusion across its physical and digital properties, including new typography, a new color palette, and a new marketing approach. Look for the update to take place over the course of the next 12 to 16 months.
Naturally, all of these changes coincide with new styling language as well, as previewed by the Buick Wildcat EV concept. With its low-slung, extra-wide stance, the Wildcat EV presents a taut and streamlined silhouette with cab-back proportions, as well as a chiseled and angular front end. The interior of the concept is laid out in a 2+2 seating arrangement, with a large infotainment screen splayed across the dash.
Buick plans on bringing its first all-electric vehicle to market for North America in 2024, with the goal of going fully electric by the end of the decade. More broadly speaking, GM aims to offer all of its new light-duty vehicles with zero local emissions by 2035.