Buick's updated tri-shield logo — the first change it has made since 1990 — will be body-mounted on the front of Buick vehicles starting next year and on the upcoming EVs. Buick's new image also will feature different typography, an updated color palette and a fresh marketing approach, the brand said in a statement.
Buick will distinguish its EVs from its combustion-engine vehicles with the Electra name, but they will share a design philosophy. The EVs will have more space inside the cabin and often a wider stance because of GM's Ultium battery architecture, Aldred said.
"The familiarity across the vehicles will be there," Aldred said. "We're not trying to create Russian dolls within our portfolio. Each vehicle will have its own distinct character, but it will have a familiarity which joins all the vehicles together."
Buick plans to introduce five EVs in China by 2025, but the brand has not yet announced plans to convert its entire portfolio in China — the world's largest vehicle market — and other countries, to EVs. The vehicles will carry the Electra name globally, said Rob Peterson, marketing manager for Buick.
"The power of the brand comes from the consistency in the product that we offer between the two," Peterson said. "But how you market those vehicles is unique to an American customer versus a customer in China."