• Jun 15, 2012
Could General Motors be planning to dust off another moniker from its heyday and reintroduce a Buick Electra? The General filed an application to protect the trademark on June 5, which might hint at a future, full-size Buick model.

Once Buick's top-of-the-line sedan, the Electra did the same slow fade in the '80s as so many classic GM names, with the final 1990 Electra being supplanted by the Park Avenue. While those last Electras were examples of GM badge-engineering at its worst, Electra 225 models of the 1960's were among Buick's best. With fender skirts and monstrous V8 engines, the Bill Mitchell-designed Electras were trumped in the GM pantheon only by full-size Cadillac models.

But as much as we might like to see GM reintroduce a Buick land yacht, we find that notion unlikely. If the Electra name returns – which this trademark application certainly doesn't guarantee – it is more likely to be attached to a vehicle that's 180-degrees different from the traditional Buick model.

We say this because the last time we heard rumors of GM reviving the name, it was because Electra sounds a lot like "electric." Back in 2008 GM was considering badging the Opel and Vauxhall version of the Volt as "Electra," but of course decided to go with Ampera instead. We'd be more likely to believe that this new trademark filing was prompted by similar motives than any return to form for a Buick Electra flagship.


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  • 115 Comments
      transam
      • 2 Years Ago
      I disagree that the last Electras "were examples of GM badge-engineering at its worst". The Electra along with the Oldsmobile Eighty Eight/Ninty Eight and Pontiac Bonneville were all shared platforms, but still had distinct styling from one another (especially the Pontiac) and by the late 80s at least were very reliable. There are still a good number of them on the road. It bothers me that AB and others keep blasting GM for badge-engineering jobs when EVERY other manufacturer does the same practice. The new Scion FRS and Subaru BRZ dont even have different bodies, they even share the same wheels! At least GM never did that. Stop the GM bashing please, and try to be a little less bias.
      jhrochesterny
      • 2 Years Ago
      Bring back a 2 DOOR Riviera. Maybe that would make me buy a Buick again.
        aeheywood
        • 2 Years Ago
        @jhrochesterny
        TOTALLY AGREE. Just BEAUTIFUL.The best looking American 'sedan' ever. And the Corvette Sting Ray was the best looking convertible ever.. And I'm a Brit. Whay can't GM still turn out such beauties?
      throwback
      • 2 Years Ago
      A new deuce and a quarter? I'll giveGM credit for not taking Buick down the alpha numeric path. Why can't Caddy get the same love?
        • 2 Years Ago
        @throwback
        [blocked]
          • 2 Years Ago
          [blocked]
      Rob Ascough
      • 2 Years Ago
      Is it possible Buick is planning something above the LaCrosse? Or maybe the LaCrosse will be getting a new name when the next generation arrives? As a LaCrosse owner (who's nowhere near retirement age... former 3301 and TL owner... go figure), my biggest issue with the car is the name. Even the Allure name used in Canada would be better. It would be nice to see Buick continue to round out its variety of offerings. A sporty Verano coupe would be nice, and maybe a range-topping luxury coupe (Riviera?) as well as something off the Volt platform, as I see that being the basis for many GM products in the future.
        transam
        • 2 Years Ago
        @Rob Ascough
        I've always liked the Electra name, sounds cool...Allure, not so much.
        • 2 Years Ago
        @Rob Ascough
        [blocked]
      Mark
      • 2 Years Ago
      Bring Pontiac and the GTO back.............. THEN they've got my vote.
      brian
      • 2 Years Ago
      I've been saying this for years - All Buick hybrids should be called Electra: Regal Electra, Lacrosse Electra, Riviera Electra, etc...
      ccdae5
      • 2 Years Ago
      Wow, what a great idea!! Good luck Buick with the new Electra!
      nosirrahg
      • 2 Years Ago
      So the Electra 220? (220, 221...whatever it takes.)
        dan1malk
        • 2 Years Ago
        @nosirrahg
        Haha. "How 'bout a little trim on the mustache, Ron?"
      flbob
      • 2 Years Ago
      Bring back the Grand National.
        • 2 Years Ago
        @flbob
        [blocked]
      barney
      • 2 Years Ago
      owned a 78 and 83 and they were awesome..........but the best Buick I ever owned was 6 cyl 65 Special
      GERRY
      • 2 Years Ago
      I HAVE A 1989 BUICK ELECTRA WITH THE 3.8 ENGINE. MY CAR HAS 400,000 MILES ON IT AND IT STILL RUNS GREAT. I HAVE ONLY HAD A FEW ISSUES SINCE I BOUGHT THE CAR WITH 190,000 MILES ON IT. VERY GOOD CAR, THANKS,BUICK!!!!
      Eric Bryce
      • 2 Years Ago
      I remember as a really big deal when as a small child back in 1959 the night our local Buick dealer unveiled the Electra, Lasabre, and Invicta. The dealer was open into the night and searchlight swept the sky. Back then the fall debut of the new cars was a big yearly event. The makers changed the look of every model yearly. Every car line had several sized cars and all of them was available as a station wagon and for many as a convertable.
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