Buick unveils new design and brand with sleek gold Wildcat EV

Buick is in the midst of an “evolution” as it introduces a new model based on the Wildcat EV concept. The company unveiled a new tagline and brand campaign, “Beautiful by design,” illustrated by the sleek gold model of the Wildcat EV.

Buick unveils design language inspired by Wildcat EV

Although Buick has yet to launch its first EV in the US, the automaker is gearing up for its next era. The redesign began with an updated tri-shield in June 2022, unveiling the iconic Wildcat EV concept.

of Buick new design, introduced on Tuesday, is inspired by the Wildcat EV. The company said its unique “Unique by design” language will eventually carry over to the entire brand.

Claiming to be “the industry’s fastest-growing flagship in 2023,” more than 70% of Buick’s sales came from new customers.

Molly Peck, chief marketing officer for Buick and GMC Global, said, “After bringing the Wildcat EV design language to production on the all-new 2024 Encore GX and Envista, we’ve realized that good design and quiet luxury set Buick apart from the competition.”

The new “Exceptional by design” Buick celebrates the brand’s history while looking to the future. The 2024 Buick Envision and 2025 Enclave will be the first to use the new design language.

The company showed a new tagline and design inside video which “celebrates the brand’s rich history while sharing a glimpse of the future.” You can see the beautiful gold of the Wildcat EV appearing at the end.

Where are the EVs?

Although Buick has yet to launch its first EV in the United States, the brand has been selling electric vehicles in China since 2022.

Under the GM SAIC-GM joint venture, Buick revealed its first Ultium-based EV, the Electra E5, in November 2022. The Electra E4 went on sale two months later. Meanwhile, Buick launched the new Velite 6 last summer, starting at $15,500 (112,800 yuan).

Buick soon reduced price with the lower-priced Electra E4 and E5 models in China, starting at $22,200 (159,900 yuan).

The brand says it set a new benchmark for “price performance” in the mass market of electric SUVs, breaking into the 150,000 yuan price range. Buick’s Electra E5 now starts at $23,600 (169,900 yuan).

Buick has unveiled trademarks for Electra models, or “E” models one through nine, suggesting the brand plans to launch EVs in different segments. When exactly is still unknown. Buick says it will go all-electric by 2030.

However, nearly half of Buick dealers in the U.S. choose to buy from GM instead of committing to EVs. That leaves GM with about 1,000 US dealers. Buick said about 89% of the US population still lives within 25 miles of a business.