Trademark’s Reveal the Buick Electra is Back!

The Electra name is ready for a revival, and for Matt Murdock’s sake, no, it is not Elektra. Instead, the real resurgence comes from the Electra that Buick enthusiasts witnessed fade into the background nearly thirty years ago. On December 20, 2021, General Motors filed a trademark for the “Buick Electra” nameplate through the United States Trademark and Patent Office.      

Although the revival of the Buick Electra is mere speculation, the name restoration comes as no surprise with the recent pivot to electric vehicles. Buick unveiled an electric Electra (great play on words, by the way) concept at the 2020 Beijing Auto Show. 

More than likely, Buick’s new EV will assume the name Electra. Like the Electra concept, the electric vehicle will don GM’s latest electric hardware, most commonly known as Ultium. To sum up the Ultium in a nutshell, the new Electra may share battery pack options, electric motors, and the necessary platform with other GM electrics like the 2023 Cadillac Lyriq.  

While devotees don’t anticipate a simple swap from the Lyriq’s crest for the Buick’s tri-shield badge, the potential Electra will garner unique sheet metal. Likewise, there’s zero expectation for the concept’s scissor-hinged doors, but Buick may eliminate the traditional two-box body-style typical for most EV SUVs for the concept’s coupe shape.       

While the Electra concept might veer away from Buick, the iconic name might belong to an entirely different vehicle. Or, GM filled the trademark with just the right word. There’s no coincidence GM opted to trademark a name pinned to a concept design to enlighten devotees about the promising future of the Buick brand. 

Your Beautiful Buick was Once a Concept 

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