Buick has announced a major shift for its EV-focused Electra sub-brand, expanding it to include not only battery-electric vehicles (BEVs), but plug-in hybrid electric vehicles (PHEVs) and extended-range electric vehicles (EREVs) as well. The move will broaden the reach and appeal of Buick Electra models as GM faces increasing competition from domestic brands in the Chinese market. However, all of this means the Buick Electra E5 crossover may be headed for the door, as well.
For those readers who may be unaware, the Buick Electra E5 made its official debut in December of 2022, offering buyers a variety of battery configurations and trim levels. The crossover officially launched in April of 2023.
Originally, the Buick Electra sub-brand originally focused exclusively BEVs, but Buick has since redefined the Electra sub-brand to include a broader range of New Energy Vehicles (NEVs). In addition, Buick is set launch its all-new “Xiao Yao” architecture to support the broader powertrain offerings. The new platform will underpin a wide range of body styles as well, such as MPVs, SUVs, and sedans, plus front-, rear-, and all-wheel drive configurations.
“With the launch of Xiao Yao and Electra, Buick will further sharpen its focus on premium NEVs in China,” said GM China in a statement this past April. “In the next 12 months, Buick will launch six NEV models based on the all-new Xiao Yao architecture.”
Among the first vehicles to emerge from the new strategy is the Buick Electra NEV Crossover, which also showcases Buick’s next-generation Kinetic Sculpture design language. However, taking all this into account, it remains uncertain where the Buick Electra E5 may slot into the overarching strategy – if it slots in at all. Adding to the uncertainty is the fact that Buick has quietly discontinued three models from its Chinese lineup, including the Buick Encore Plus, the Buick Envista, and the Buick Electra E4.
Although the Buick Electra E5 was initially expected to make it to the North American market, GM reversed course on those plans last year, with a company spokesperson telling GM Authority in a statement, “Buick’s previously announced EV has been deferred indefinitely, the decision was driven by market dynamics and ongoing portfolio optimization.”
With the ongoing trade war, it’s all but certain the Electra E5 won’t make it to these shores. Which leads us to wonder – is the Buick Electra E5 ultimately doomed?
Comments
Invicta, Apollo, Centurian, Somerset, Rendezvous, Rainier, E5…….we hardly knew ya. Come back anytime.
0 0 i Rate This Comment
Makes me wish that Cadillac would take a page from the Buick book and offer a few hybrids and/ or extended range vehicles in the US vs. an all-electric portfolio. I would consider a hybrid, but don’t want a full Electric vehicle.
I agree. I definitely know both Cadillac and Buick are going to be both All-Electric brands by 2030. Cadillac will continue to offer Gas Powered vehicles past 2030. Buick should definitely do the same and completely follow Cadillacs current and future plans and also share All Future vehicle platforms with Cadillac as well. Buick needs to completely abandon and stop using platforms with Chevrolet and GMC. It cheapens the Buick brand and makes way more sense for Buick to use only and share Cadillac platforms for future product development and future vehicles. Buick is a Premium Entry-Level Luxury brand and needs to move way more up market positioned below Cadillac but not on it. Buick should continue to offer gas powered vehicles past 2030 as well and adopt Plug-In Hybrid vehicles besides offering EVs. I definitely hope Buick has a future in the U.S. and doesn’t end up disappearing from the North American market or worse ending up becoming extinct like Oldsmobile and Pontiac. That’s what worries me the most. Buick and Cadillac are two of my favorite GM brands and I want for them to both have a bright and successful future with Lots of potential here in North America with Lots of Exciting and Amazing products and to also attract new buyers especially Gen-X and Millennial buyers.
Buyer studies agree with you Frank. While EV sales currently sit at around 8% of the US market (actually 7.5% last quarter) the momentum has slowed considerably. Depending on which study you read, 18% of buyers are “likely or very likely” to buy a full EV for their next vehicle down from 23% in 2023.
Consideration for hybrids on the other hand is around 33%…and growing. Like you, I’m in that catagory.
Basically, trying to skip the obvious interim hybrid step to go all in on EV’s was not a smart strategy for gm.
Withdraw from China. They screw over everything and everyone
I’d Love for GM to bring Buick over to Europe and Australia as a brand like they currently do with Cadillac. I think the Europeans and Australians would really like Buick. Buick should be a Global brand like Cadillac currently is and also should offer Right-Hand Drive versions of their current and future models and have their own European dealer networks. Ford should do the same with Lincoln.
Buick should have Australian dealership networks as well.
GM can compete with all brands in terms of design, performance, and price. The elephant in the room, is dependability. When is GM going to challenge Toyota and Honda for reliability. How many times have you heard the statement legendary Toyota reliability from Automotive journalists, mechanics and sales people. The purchasing public is tuned in and aware of the reliability factor more now than in the past, due mostly to social media and the internet. I’m sure GM is cognizant of their reliability reputation, but either they do not have the resources or the balls to take the problem head on. It may mean a shake up of suppliers and assembly line workers, and suits. Culture, mindset, and pride come to mind.
Who cares, Buick with it’s boring lineup of 4 boxy Milk Trucks will soon join Oldsmobile, Pontiac, and Saturn in GM’s museum of failed brands.
Absolutely 💯 agree!
“Buick is set launch its all-new “Xiao Yao” architecture”.
Such a sad distressing sentence. Buick meant so much to so many Americans for such a long time.
That was pretty much DOA in the Chinese market as soon as it was unveiled unfortunately.
The specs on Ultium are just not good enough for that market.
It is too bad because it is a great looking vehicle inside and out.
Is that a Buick? NO! It’s an embarrassment and a sad excuse for a vehicle. Bye Buick
According to Google: “Xiao Yao is a Traditional Chinese Medicine (TCM) herbal formula known as ‘Free and Easy Wanderer’ or ‘Rambling Powder. It’s used to regulate liver qi, strengthen the spleen, and nourish the blood, addressing a wide range of health concerns like irritability, headache, dizziness, and irregular menstruation.” All the things I want a Buick to do!