The grille of the 2011 Buick Regal

Buick trademarks Electra name - is it a Volt derivative or a new flagship?

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The news has surfaced that General Motors’ Buick division has filed a trademark request with the US Patent and Trademark office for the Electra name and while this could mean nothing – it could also indicate the existence of a future model but would the modern Buick Electra be a new range-topping sedan of a derivative of the Chevrolet Volt?

The Buick Electra name made its debut in 1959 and between that first year and 1990, the Electra was Buick’s flagship luxury model with forms including coupes, convertibles and sedans. These cars were massive in their glory years although the final generation of the Electra from 1985 to 1990 was a much smaller front wheel drive model (yet it still preserved the premium attitude). The Electra name resurfaced in 2008 when General Motors was considering reviving the name for European use on the Opel and Vauxhall versions of the Chevrolet Volt but in the long run – GM went with the name Ampera for the Euro-Volts.

History would lead one to believe that a modern Buick Electra would be a range-topping flagship model – most likely a sedan. Even though the classic Electra was offered in both two- and four-door configurations, we would expect that a modern Buick flagship would be a sedan; possibly based on the same architecture as the Cadillac XTS and the upcoming Chevrolet Impala. The Buick brand offers models that sit between the affordable Chevrolet models and the high end Cadillac models so a new Buick Electra could offer more luxury and more amenities than the 2014 Chevrolet Impala while leaving some room (both in standard equipment and in price) for the new Cadillac XTS. This Electra sedan would effectively outrank the Buick LaCrosse that currently serves as the top of the line model from GM’s affordable luxury brand. Unfortunately for Buick lovers who dream of a modern premium Electra, if there is a new range-topping Buick sedan on the way, with no news to that effect thus far it would likely be a few years before this model hit showrooms.

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The next possibility is that the new Buick Electra could be unique badged (and hopefully skinned) version of the Chevrolet Volt electric vehicle. Cadillac is reportedly planning to launch a new electric coupe powered by the drivetrain of the Chevy Volt but with that high end electric vehicle being a two-door model, there is room in the GM lineup for a more premium version of the Chevy Volt. GM opted not to use the Electra name for the European versions of the Volt – perhaps keeping it in their pocket for use on a more luxurious sedan based on the Volt. A Buick Electra powered by the Voltec drivetrain would likely feature more goodies than the Volt along with a plusher interior – along with a higher price. This would satiate those prospective Volt buyers who want a “nicer Volt” but who do not want the smaller two-door Cadillac ELR.


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