Tue. Nov 29th, 2022

A recent trademark filing suggests that General Motors will retain the Buick GS sports badge for future electric cars.

GM filed a trademark application for the Electra GS name on October 4, combining the GS badge with the Electra license plate that the automaker previously claimed would be used for upcoming Buick electric vehicles.

Short for Gran Sport, the GS badge dates back to 1965. It was used on various Buick muscle cars, but it survived the muscle car era and was used periodically over the decades since, including an early 2000s Regal GS with manual gearbox. . The last production model to get the GS badge was a version of the Buick Regal Sportback that debuted for the 2018 model year.

Buick Regal GS 2018

Buick Regal GS 2018

GM in June confirmed that future Buick electric vehicles will receive the Electra badge, which, along with a new logo, is part of an attempt to remake the brand for the era of electric vehicles. The automaker said these electric vehicles will also use an alphanumeric suffix to denote body size and style, leaving room for the GS badge to attach to denote sportier variants.

GM also indicated that it is willing to buy Buick dealers who don’t want to make the EV transition, which will include significant investments in charging hardware. The automaker has also offered acquisitions to Cadillac dealers, but not Chevrolet and GMC dealers.

While GM is laying the groundwork for the Buick EV shift now, the first production Buick EV for the United States is not expected to go on sale until 2024, with an unveiling later this year. They will most likely be EV crossovers, Buick’s planned range of electric vehicles will use the same Ultium battery and engine architecture as other upcoming GM electric models.

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