The American legend Buick is thriving again in China
This page is translated from the original post "La légende américaine Buick revit en Chine" in French.
- 24/04/2025 11:15
Buick unveiled its ELECTRA GS concept in Shanghai, illustrating its bold vision for the electric era.
This spectacular model, designed by the Sino-American team at SAIC-GM, the joint venture between the two groups, is a strong statement of the brand’s commitment to the energy transition, while reaffirming its roots in China, its main market. Since 1998, Buick has sold over 10 million vehicles in China, where it continues to position itself as a major player through close collaborations with local partners.
Founded in 1903, Buick is one of the oldest car brands still in operation. It played a key role in the creation of General Motors in 1908 and has often been perceived as a symbol of affordable luxury in the United States. However, it was in China that Buick found a second life starting in the late 1990s, becoming a reference for consumers seeking high-end vehicles.
A Good Big Buick
The ELECTRA GS, with its 5,300 mm length and massive 23-inch wheels, embodies over-sized luxury and the Chinese market’s preference for large imposing sedans. The massive dimensions of this concept evoke more a high-end vehicle than an accessible electric car. The model currently has no technical specifications, but could be based on the powerful Ultium electric motors already used in the GMC Hummer EV.
The interior, entirely redesigned thanks to a flat electric platform, offers exceptional space. The cabin is distinguished by its four individual seats wrapped in high-end materials and its sleek design. Emphasis is placed on technology and comfort: a head-up display for the driver and a 16.3-inch ultra-wide screen for the front passengers. Buick clearly aims to meet the technological expectations of a sophisticated Chinese audience, although some choices, such as the probable absence of Apple CarPlay, raise questions.
Stuart Norris, director of design at SAIC-GM, emphasizes that the ELECTRA GS is much more than a simple concept car: it is a manifesto. “In a connected world, where design transcends borders, we are proud to shape a global vision from a Chinese perspective.” This strategy demonstrates the strategic importance of China for Buick and its desire to remain competitive in the face of the rising power of local manufacturers.
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