Basic Motors has filed trademark functions for the Buick Electra title within the U.S. and Canada.

First noticed by a Rivian Homeowners Discussion board consumer, the Canadian trademark utility covers “motor land autos, specifically, vehicles.” We discovered the identical language in a second utility filed with america Patent and Trademark Workplace.

The Electra nameplate was a fixture in Buick’s lineup for many years. It first appeared for the 1959 mannequin 12 months and lasted till 1990. Buick changed the Electra with the Park Avenue. Vehicles had already been sporting Electra Park Avenue badges for a couple of years at that time, anyway.

Whereas the Electra title has a variety of historical past, it is nonetheless unclear if GM really plans to apply it to a brand new Buick. Automakers typically trademark names they don’t have any rapid plans to make use of, generally as a solution to keep management of names with particular significance. For instance, Ford and Toyota have renewed emblems for the Thunderbird and Celica names, respectively, a number of occasions lately, however there isn’t a indication that new variations of these iconic fashions are on the best way.

GM additionally utilized for a trademark on the Buick Electra title in 2012, and unveiled an Electra EV idea in Shanghai, China, in 2020. The idea wasn’t meant to preview a selected manufacturing mannequin, however GM is within the midst of a big EV push that features Buick. The Electra title is ideal for an EV.

The model is engaged on at the least two electrical SUVs due by 2023. One can have typical proportions, whereas the opposite can have a extra coupe-like profile, based on a 2020 GM announcement. Might certainly one of them be named Electra? Keep tuned.