GM has filed to trademark the Electra E1 through E9 names (Electra E1, Electra E2, Electra E3, etc.), GM Authority has learned.
Filed on October 27th, 2022 with the United States Patent and Trademark Office (USPTO), the applications carry a Goods and Services description of “Motor land vehicles, namely, automobiles.”
It appears as though these nine new trademark filings were made in anticipation of a range of new all-electric Buick models. The model designation sequence is similar to that employed by Hyundai and the Ioniq sub-brand, which includes the Ioniq 5, Ioniq 6, Ioniq 7, etc.
The new naming conventions follow the debut of the Buick Wildcat EV in June, which revealed Buick’s new design language set for use with both its EV product range and new internal-combustion vehicles as well. Alongside the debut of the Buick Wildcat EV was the launch of a new brand identity and a new Tri-Shield logo to boot.
Buick Wildcat EV concept
Looking ahead, Buick plans to make a full transition to all-electric power by the 2030 calendar year, with the first all-electric Buick set to hit the North American market by the 2024 calendar year.
Interestingly, GM filed to trademark the Electra GS name earlier last month, indicating GM was considering the development of a new Buick EV model with a sportier flavor. For readers who may not know, the Buick GS (or Gran Sport) name has been used in conjunction with a number of high-performance Buick models in the past, including examples like the Buick Riviera GS or more-modern Buick Regal GS.
Per previous GM Authority coverage, a prototype Buick EV crossover model was recently spotted undergoing on-road testing in China. It’s possible that this new all-electric crossover may make its formal introduction at the 2022 Guangzhou Motor Show set to take place later this month, where it could wear a variant of the Electra nameplate and incorporate GM’s latest Ultium EV technology.
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Comments
For the love of god, please no! We’ve been down this road before with Cadillac and it just isn’t working. Why on earth would GM think going to a bland and brain-dead number system for Buick would be good when they have given up the alphabet soup with Cadillac and are going back to names? Does anyone here actually think Hyundai number naming is good? It lacks imagination. It lacks character. It lacks any type of luxury. It truly looks and sounds like they just gave up and went home, allowing the janitor to pick up the pieces and name them with numbers.
The only good news in this is that maybe (by the E1-E9) they will have 9 different EV models to work with? I’m a Buick fan and have been for many years. I would love a Buick sedan EV. So if they come out with one and if I like the looks of it and if I were to buy one and if they had some stupid E number for a name, I’d just take it off and replace it with a real Buick name from years ago.
I bet they think the name “Electra” is an ideal one for a line of EVs, so – in their mind – if it’s good for one, it’s good for all. If some had their way, they’d probably drop the “Buick” name and just go with Electra, similar to how some wanted GM to rechristen Oldsmobile as “Aurora.”
yep ditch the Buick name and rebrand it Electra with its models simply named 1, 2, 3 . . . . And the new logo fits right in.
Well, who has complained that BMW is using a series of X models starting from the X3 to the X6 with more to come.
GM fan: I don’t know about you, but I do NOT wish for Buick to be yet another BMW wanna be. Personally, I feel Buick is a much better brand and deserves better. Not saying BMW’s are bad, but that Buick’s are their own and should never try to be a BMW. It’s bad enough that GM sold Cadillac’s soul to be another German brand. Buick needs to stay Buick.
🫤 Not great. Something with it seems off…maybe the “E” is unnecessary.
The alphanumeric doesn’t bother me. What will be interesting is where the first two Buick EVs, due for 2024, fall in that numbering.
P.S. – While I think of it, regarding that small teaser photo of the deep blue left front and corner of, I guess, the Wildcat Concept… Buick has yet to show that whole vehicle in that color. Why not? I suppose it was the same shade of blue as the Buick Avista Concept, would that be why?
Jonathan, thank you for this report. But in Buick nomenclature, “GS” stands for Gran Sport (not Grand Sport).
Thank you for calling out that typo, Christopher! Post has been updated
GM following Hyundai’s lead pretty much says it all
If Buick is gong to be only BEV’s by 2035 then why not just use the Vehicle Names they currently have?
Makes absolutely zero sense.