Buick announced in a statement plans to electrify its lineup in North America, led by a new badge and brand identity. In support of General Motors’ vision of a zero-emissions, all-electric future, Buick will bring its first electric vehicle to market for North America in 2024.

Buick’s future EV products will carry the Electra name, drawing inspiration from the brand’s history.

“The Buick brand is committed to an all-electric future by the end of this decade,” said Duncan Aldred, global vice president, Buick and GMC in the statement. “Buick’s new logo, use of the Electra naming series, and a new design look for our future products will transform the brand.”

The new badge, which is the first significant change to the emblem since 1990, will be body-mounted onto the front fascia of Buick products starting next year. No longer a circular logo, the badge builds upon Buick’s recognizable tri-shield with redesigned columns of the tri-shield, that have roots in company founder David Dunbar Buick’s ancestral heraldry.

“Our forthcoming products will adopt a new design language that emphasizes a sleek, dynamic and forward-looking appearance,” added Sharon Gauci, executive director, Global Buick and GMC Design. “Our exteriors will incorporate fluid movements that contrast with tension to convey motion. Interiors will balance modern design, new technologies, and attention to detail to evoke warmth and a rich sensory experience.”

In conjunction with the announcement, Buick also unveiled the Wildcat EV concept, developed to convey the new design language that will influence Buick production models for the foreseeable future. The new badge and design will debut starting next year. 

In addition to the new badge, Buick’s revamped brand identity will also include new typography, an updated color palette, and a new marketing approach. Buick will update its physical and digital properties over the next 12 to 16 months.

The brand transformation will also include three years of OnStar and Connected Services premium plan. Services such as remote key fob, Wi-Fi data, and OnStar safety services will be standard starting this month.