Buick teases EV crossover and finally joins Ultium parade » LATEST NEWS » Car-Revs-Daily.com
GM’s revolutionary Ultium EV technology is shaping up to be a powerful green-inspired engine for the brand’s sales. However, while GMC, Cadillac, Chevrolet and even the relaunched Hummer sub-brand all got in on the act, a notable absence was GM Buick’s entry-level luxury brand with the three-shield brigade only mentioning nothing about their EV offerings. Buick is changing that narrative, however, and released a teaser to help celebrate GM’s recent pair of Super Bowl commercials while potentially reviving the Electra nameplate.
Offer focused on Buick’s promising design with Electra
We are all fans @GM EVs, but this summer we’ll show you our dreams of a groovy electric future. ⚡️ We’re sure a mastermind who makes their own quasi-futuristic clothes will be impressed. 🤯 https://t.co/7r3Czy8CXV pic.twitter.com/e1XzwFEVsJ
—Buick (@Buick) February 13, 2022
Not much is known about Buick’s Ultium-infused offering, but we do know it will be a CUV with the brand that ditched sedans and other non-utility models a few years ago. The solitary teaser image shows a slice of the front, with a swoopy LED running light front and center with a small Buick logo sticking out from the far right corner.
The hood also features sporty design cues, but Buick was quick to point out that the model will initially appear as a concept vehicle, so look for the production version to perhaps make a few concessions for the sake of production. The new model could also be called the Electra due to the fact that GM recently renamed the name after the original Electra died out, with the last of those models being produced in the early 1990s. Look for the Electra (if it keeps that moniker) to follow the Equinox EV in infusing more sportiness into its design, which would be a notable departure from the ICE-powered SUV lineup.
Promises to be a game changer
A key element of Buick’s sales success is its desirability to women, with the brand revealing that more than 56% of its sales in 2021 came from female buyers. Look for the Electra (name pending) to potentially capitalize on this market success, particularly if Buick can deliver the goods when it comes to some of the features, technology and performance these buyers are looking for.
The Electra could also borrow technology from other Ultium entries like the Cadillac Lyriq and Equinox EV, but without a better look at the Electra, we’ll have to wait and see if that’s indeed the case or the Electra will bring new things to the table that will be exclusive to her as opposed to being shared with other members of the Ultium family. Either way, the Electra name embodies the electronic power that will power the CUV, and it will be a very interesting revival of an iconic nameplate that once defined Buick in the 1950s and 1960s.
Carl Malek has been an automotive journalist for over 10 years. Starting out as a freelance photographer before moving into writing in college, his work has appeared on numerous automotive forums as well as websites such as Autoshopper.com.
Carl is also a huge fan of British vehicles, with most of his devotion going to the Morgan Motor Company as well as offerings from Lotus, MG and Caterham. When he’s not writing about automobiles, Carl enjoys spending time with family and friends in the Detroit metro area, as well as spending time with his adorable pets.