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GM Drops Electra GS Trademark Filing In The U.S.

GM has dropped its trademark filing for the Electra GS, a name GM Authority anticipated would represent future Buick EVs with a sportier character or a stronger focus on performance.

GM abandoned the Electra GS filing on August 28th, 2023, GM Authority has learned, while the trademark application was originally filed with the United States Patent and Trademark Office (USPTO) on October 4th, 2022 with the assigned serial number 97618863.

The original Electra GS trademark filing.

However, while GM’s choice to drop the trademark filing means that a standalone model specifically named the Buick Electra GS is not in the works, it doesn’t mean the GS badge won’t show up on Buick Electra E1 through Buick Electra E8 models eventually. The badge could still appear on sporty or performance-focused variants.

Meanwhile, the Buick Electra E5 is one of five models slated to be introduced to the U.S. through 2025, alongside the all-new 2024 Buick Envista, the updated 2024 Buick Envision, the refreshed 2024 Buick Encore GX, and the all-new 2025 Buick Enclave that was recently caught undergoing testing in prototype form. The Buick Electra E5 is currently on sale in China and is expected to arrive in the U.S. as a 2025 model-year vehicle within the next 18 months.

The Electra E5 is popular with Chinese consumers, with 8,000 orders placed in the first 10 days after it was first made available. The Electra E5 is the first Buick EV model that is powered by GM’s Ultium Battery technology and Ultium Drive motors.

Side and front three quarters view of the Buick Electra E5 and Buick Electra E4.

Chinese models of the Buick Electra E5 and E4.

The all-electric Buick Electra E4 is also now on sale on China, having officially launched in June with a starting MSRP of 189,900 yuan or roughly $26,520 USD for the base Smart trim level. The E4 has a Gran Sport named trim level, the Buick Electra E4 GS, but GM has no current plans to import the E4 to North America, again making the trademark filing superfluous in this case.

The Electra E4 GS gives a look at some possible aesthetics for a future GS trim level, with its exterior featuring  a black diamond-pattern grille, aggressive trim design, 20-inch wheels with bronze accents and Brembo six-piston brake calipers. Inside the cockpit, the E4 GS includes a blacked-out cabin with bronze-colored accents, unique panels, and a customized infotainment system interface.

Rear three quarters view of the 2023 Buick Electra E5.

With a nameplate borrowed from a 1959 Buick executive car, the all-electric Buick Electra concept debuted at the 2020 Beijing Motor Show as a midsize crossover riding with the GM BEV3 platform under the body panels.

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Comments

  1. I still do not understand why Buick (If they truly will be All Bev) got rid of their ICE vehicle names for a dumb strategy like Elactra with a number.
    Same goes for Cadillac. They should have kept all their current names and just added iq to show it is the BEV version like BMW and Mercedes have done. They said once ICE is over then they retain the current nomenclature.

    Reply
  2. For Buick these will be all-new vehicles and an all-new direction. And with the vehicles being electric, they decided to play up an historic Buick model name, Electra, adding a number to each variation just like some other automakers do.

    Reply
    1. @Christopher Popa
      Having the so called first BEV names Electra is fine but why the entire lineup?
      Buick spent Millions to get people to know their models so why flip now?
      Makes no sense.

      Reply
  3. I question if we will see this generation of models in the US. I think they will be only made for the Chinese market for right now and the US market will get Ultium 2 models instead. Especially after the battery plants get up and running.

    Reply
    1. So you think they’ll start building Buicks in the US? Currently only the Enclave is.

      Reply
      1. Oh no, we don’t want Buick and GM quality to suffer by moving production to the US!

        Reply
  4. Lectra Lectra 225

    Reply
  5. Why not also import Electra 4? It’s a nice design. Wouldn’t cost GM much.
    Dropping legacy names is a huge mistake. In the case of Buick GM seems intent on rebuilding the brand. Unfortunately, these vehicles do not scream luxury and look like VW rivals.

    Reply
  6. Buick = Cars for old people
    EVs = Cars for young people
    Buick EVs = Cars for nobody

    Reply

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