Buick updates the trademark “Electra”

Buick updates the trademark “Electra”


Buick has once again filed for the registration of the legendary Electra name, and we think the future direction of the brand has become clear. The new name hints at the emergence of a new full-size sedan, which is powered by an all-new 850-horsepower Roots 16-cylinder supercharged diesel engine. Unlikely, though.

Most recently, Buick used the Electra name on a space capsule-style electric SUV concept that was unveiled at the 2020 Shanghai Auto Show. The Electra name has been tied to the company for thirty years, and now it seems easy to use it on a production electric vehicle.

The only question is when and where – in particular, whether such a car will appear in the US or will it be exclusive to China, where Buick remains a popular brand.

The last time Buick sold the Electra was in 1990, but the name has a deep history. Back in 1959, the Electra and Electra 225 replaced the Super and Roadmaster as Buick’s top models. Those were the days when a person was judged by the size of their car, and the name Electra 225 stood for the whopping 225.4 inches of a modern Chevrolet Suburban.

The Electra name was also used on the Estate’s large rear-wheel drive station wagons from 1985 to 1990. Ironically, when the station wagons changed their shape in 1991, the Electra name was changed to Roadmaster.

We’re not surprised Buick retained the Electra name – in the electrifying days it seems obvious, and to be honest, we’re a little surprised that some other division of GM hasn’t given the legendary name.

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