GM has filed to trademark the Electra GS name, GM Authority has learned.
Filed on October 4th, 2022 with the United States Patent and Trademark Office (USPTO), the application is assigned serial number 97618863. The application carries a Goods and Services description of “Motor land vehicles, namely, automobiles.”
From the off, it looks as though this new Electra GS trademark filing indicates GM is considering the development of a future Buick EV with a sporty flavor. For those readers who may be unaware, the Buick GS (or Gran Sport) name has been in use for several high-performance Buick models in the past, including standout examples like the Buick Skylark GS and Buick Riviera GS, as well as more modern examples like the Buick Regal GS.
Now, however, the Buick brand is set to make a transition to all-electric powertrains, with the first all-electric Buick set to hit the North American market by 2024. Buick has also set the goal of making its entire portfolio all-electric by 2030.
Back in June, Buick revealed the Buick Wildcat EV, a two-door, four-passenger design study meant to convey the brand’s latest design language. The reveal of the Buick Wildcat EV coincides with the launch of a new brand identity as well, plus a new look for the Tri-Shield logo.
Put it all together, and this recent Electra GS trademark certainly makes it appear as though GM is set to introduce a new, sportier all-electric Buick. The Electra name is also interesting, given GM filed to trademark the Buick Electra name in the U.S. late last year. GM previously unveiled the all-electric Buick Electra concept at the 2020 Beijing Motor Show, revealing a midsize crossover riding on the GM BEV3 platform and utilizing GM’s Ultium battery tech and GM Ultium drive motor tech. Originally applied to a large Buick executive car released for the 1959 model year, it now looks like the Electra will return as a fresh EV, possibly with a sportier variant in tow.