GM's Buick unveils new badge, vehicles in China

General Motors' Buick marque opened a new chapter in China with the local introduction of a new logo and latest models on June 1, as a sign of its transformation toward an electric future and long-term commitment in China.

The new badge, which is the first significant change to the emblem since 1990, adopts a modern expression with a sense of technology.

It is no longer a circular logo, the new sleek, horizontally aligned layout builds upon Buick's iconic tri-shield and inherits the brand’s DNA, said the brand.

Buick also unveiled the GL8 Century a flagship MPV tailored for the China market, and the Electra-X, its first all-electric SUV concept developed on the electric Ultium platform.

Buick said the Electra-X concept SUV showcases the brand's next generation of design language that is tech-forward and future-inspired. It said the GL8 Century is designed to redefine MPV luxury in China.

"As Buick embarks on a global transformation to become a brand on the cutting edge of technology, we have the same unwavering commitment to continuously develop in China for China," said Duncan Aldred, global vice president of Buick.

To support its transformation, Buick will introduce 12 new products – including five all-new electric vehicles in China – through 2025.

Buick said it will also speed up the deployment of advanced technologies, including Super Cruise driver assist technology and the all-new Virtual Cockpit System.

"Since entering China more than two decades ago, Buick has always responded to the changing times," said Cesar Toledo, general director of Buick at joint venture SAIC-GM.

"Leveraging GM's global resources and unmatched local expertise will lead Buick into a new era of development in China, accelerating the transformation toward electrification and intelligent driving," said Toledo.