Buick is in a new age of design. Here's what to expect once the storied automaker starts to add electric vehicles into the mix.Buick has revamped the design of its entire portfolio—by late summer it will be the freshest lineup in the industry. The recasting of the brand dates back years to grassroot sketches of a. Early sketches in 2018 led to the first scale model in 2019 and eventually the concept we now know as theemerged.
For Buick, 2025 is the start of the EV era. When the first of the planned EVs goes on sale next year, as a 2025 model year, it will continue the Wildcat design theme. Electric vehicles require some adjustments, says director of Global Buick Design Bob Boniface, but the overall design language will continue. Some changes are obvious. Electric vehicles have flat floors which opens up more room in the interior. The exterior shape will be crafted for better aerodynamics.
Making an EV look distinctive from ICE vehicles was more important 10 years ago when electric vehicles were new and automakers wanted to send a message. But now that electric vehicles are ubiquitous, that is no longer necessary and Boniface prefers that they look like the rest of the family.Meanwhile, grassroot designs continue in the pursuit of timeless design. More design studies are underway in the Buick studio, including new takes on compact and midsize SUVs .
Reuss said he loves that the team is breathing life back into Buick, the brand where he worked early in his career. And dad Lloyd Reuss’s days as general manager of Buick were among his happiest. Reuss said he is excited by what the brand is becoming again, and its recent sales growth. “It’s very personal and passionate for me.” Today about 700 people work in the new design center that is decorated with local art by GM employees.