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Buick applies the GS treatment to an electric Electra

A sporty Buick in the 21st century? A contradiction, some might think. But the product planners at Buick — usually the most conservative brand in General MotorsÂ’ stable — apparently think otherwise. Earlier this month, GM filed an application with the United States Patent office for the Electra GS nameplate, pairing the “Gran Sport” badge with a name that dates back to the first Electra model that debuted more than six decades ago. GM showed an Electra EV concept in 2020 in China and a sleek Buick Electra-X concept SUV this summer. As part of its plans to go to a fully electric lineup by 2030, Buick announced in June that an electric Electra — nice fit, no? — would be shown later this year and released in 2024. The addition of the prestigious Gran Sport badge refers back to the Buick muscle cars of the mid-Sixties, including the Skylark GS and the Riviera GS. It since has been applied to other Buicks, including the Regal GS. The brand has also indicated that it will launch at least two electric SUVs next year, but that plan might not entice some dealers to continue to sell and service Buicks: GM last month said it would offer dealerships in the United States buyouts if they balked at investing in the considerable upgrades required to service EVs. “Not everyone necessarily wants to make that journey, depending on where theyÂ’re located or the level of expenditure that the transition will demand,” Buick Global Vice President Duncan Aldred told the Wall Street Journal. “So if they want to exit the Buick franchise, then we will give them monetary assistance to do so.”       

Looking back at how and why GM saved Buick

Still uncomfortably fresh in our collective minds is 2008, the year when the US economy tanked, auto sales collapsed, and both General Motors and Chrysler endured federally managed bankruptcies. Then 2009, when, among other draconian measures, the government task forces dictating what they were compelled to do to earn taxpayer financial support ordered thousands of dealers cut and GM to discontinue four of its eight US brands. Three of those chosen for GM's axe were fairly obvious: off-road icon Hummer had become politically incorrect, Swedish-born Saab was a perennial money loser, and product-starved Saturn had sadly sagged after its strong early start. On the other hand, high-volume value brand Chevrolet, luxury Cadillac, and high-profit GMC seemed clear keepers. That left Pontiac and Buick, both boasting strong brand heritage and histories but both languishing at the time with lackluster image and sales. Most believed that "old man's car" Buick would be killed and once-youthful Pontiac and its performance image would be revived. So few understood why when exactly the opposite happened: Buick lived, Pontiac died. One key factor was Buick's long, distinguished history in China. In the early 20th century, many of that country's most influential citizens owned, drove, or were driven in Buicks. By 1930, one out of every six cars on the roads in Shanghai was a Buick. So when GM launched vehicle production at a Shanghai joint-venture plant in 1999, the chosen brand was Buick. Today it remains GM's best-selling brand in that fast-growing market. Another was an appealing new design direction that began with a shapely 2006 three-row crossover concept called Enclave. Inspired by the Buick Velite concept convertible of 2004, its curvaceous "form vocabulary," GM Design vice president Ed Welburn said at the time, previewed coming Buick production car and CUV design. "The body shape flows, like there's wind blowing over it," he enthused, adding that the Enclave concept's richly trimmed cabin foretold "a renaissance in interior design for GM." And when the production Enclave arrived for 2008, followed by platform siblings from Saturn and GMC (and later Chevrolet), it indeed caught the public's eye and started selling well. And once past GM's painful and embarrassing bankruptcy, Buick has been on a major roll. Continuing to sell strongly in China while growing substantially in the US, it has enjoyed four straight years of global sales records.

China-market Buick Envista rumored possible replacement for the Encore

Buick currently sells four crossovers, the Encore, Encore GX, Envision, and Enclave. That number will soon be whittled to three, the Encore expected to end production after this model year. If speculation provided by GM Authority is correct, there could be changes afoot in the middle of the line in time for the 2024 model year. Buick has said it will maintain four ICE-powered crossovers, so the brand will need something to fill the coming gap. GMA sources suggest the China-market Buick Envista could get the nod. Buick launched the coupe-esque model across the Pacific in August, a relation to the Chevrolet Seeker that appeared on the Chinese market in April. The Envista debuted the brand's latest design language inspired by pure-electric concepts like the Electra-X and WIldcat. Thin, angled headlights frame a wide, low grille, leading back to a roof that slopes into a high back and double spoilers. GM applied to trademark the Envista name in the U.S. in early 2019, then maintained it with extension requests until earlier this year. Then, in September 2022, the automaker abandoned the application, which could bode ill for whatever chance there was, if any. Another snag could be that the Envista is 182.5 inches long, 71.5 inches wide, and 61.6 inches high on a 106.3-inch wheelbase. Various reports have pitched the Envista to fill the (small) space between the Encore GX and the Envision; however, the Envista falls just 0.10 short of the Envision's length, and it's three inches smaller in every other dimension. On the other hand, the Envista is 11.1 inches longer and 0.1 inch wider than the Encore GX, with a wheelbase 4.1 inches longer. That makes a lot of overlap in the dimensional Venn diagram. Were the Envista to come as-is, it wouldn't so much be a replacement for the Encore as be a different kind of compact SUV from the Envision on a more modern platform. Further speculation from "sources familiar with the matter" says a U.S.-market Envista could get the Avenir treatment. Avenir marks the ultimate in Buick luxury, an appellation currently restricted to the Envision and Enclave. According to a separate report, the Encore GX is also headed into the Avenir club with the compact crossover gets refreshed for the 2024 model year. An Encore GX Avenir would adopt some exterior tweaks like 18-inch alloys, and turn a load of optional equipment available for the Encore GX Essence trim into standard equipment. Related video: