Buick Is So Big in China, It Now Has Its Own Sub-Brand

Buick may be a shadow of its former self in the United States, but it’s thriving in China. It has sold more than 10 million cars since SAIC-GM introduced the luxury brand locally nearly 30 years ago. Buick is now jumping on the sub-brand bandwagon by launching a separate marque for so-called “new energy vehicles.” If you’re unfamiliar with NEV, it refers to a term that encompasses plug-in hybrids and purely electric models.

The newly founded Electra will start off with three cars, including the Encasa luxury minivan that surfaced earlier this week. The people-mover will be offered in both PHEV and EV flavors once it goes on sale later this year. Within the next 12 months, it’ll be joined by an SUV and a sedan.

Photo by: Buick

The latter differs from the Electra GS concept, which also broke cover today. This new sedan is likely to be smaller and will join a generous lineup of sedans, including the Verano, Regal, and LaCrosse. It’s unclear whether it’ll replace any of them or be a new addition to the lineup.

The sedan and SUV are not billed as concepts, but rather as “two precursor vehicles,” meaning they are closer to production. Buick intends to launch six NEVs on a new Xiao Yao architecture, tailored not just to PHEVs and EVs, but also to electric cars with a range-extending gasoline engine. It’s not the only global luxury brand to enter this segment in China, as Mazda’s new EZ-60 crossover will also use the ICE as a generator to charge the battery pack.

Upcoming models will utilize lithium-iron-phosphate (LFP) batteries from CATL and will support a maximum charging power of 640 kW. Buick claims that a 10-minute charge will provide enough juice for 217 miles (350 kilometers) of range. This new platform has been developed by the Pan Asia Technical Automotive Center (PATC), a joint venture between parent company GM and its Chinese partner SAIC.

Photo by: Buick

The three cars previewed here feature slim headlights and roof-mounted sensors, along with flush door handles, side cameras, and two-tone wheels that look like a pain to clean. Buick isn’t showing their interiors just yet, but judging by the Electra GS concept’s cabin, expect a screen-heavy dashboard with barely any conventional buttons. 

The Electra sub-brand will be all about the Chinese market, so the trio is highly unlikely to be sold elsewhere. Buick intends to cover all price segments in the local NEV space with several body styles launching in the next two years. Depending on the model, front-, rear-, and all-wheel-drive configurations are planned.

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Source: Buick