General Motors is set to expand Buick’s portfolio in the US with a new sedan, marking a return to a segment the brand abandoned more than half a decade ago. As GM Authority As previously reported, the new Buick sedan will ride on GM’s updated Alpha 2-2 platform, which it will share with the next-generation Cadillac CT5 and its future Chevy Camaro replacement. That means a front-engine layout combined with rear-wheel drive – an interesting formula for a modern Buick. Even so, there remains one key question – what is the name of the new sedan?
The significance of this new Buick sedan has not escaped the attention of its enthusiasts. Built on the updated Alpha 2-2 architecture, the vehicle will likely prioritize driving dynamics in a way we haven’t seen on the Tri-Shield brand in years. As for motivation, the Alpha 2 platform has supported a variety of powertrain options, including a turbocharged 2.0L I4 LSY, a turbocharged 2.7L I4 L3B, and a twin-turbo 3.0L V6 LGY in the non-Blackwing variants of the Cadillac CT4 / CT5, as well as more powerful options such as a twin-turbo 3.6L V6 LF4 and a 6.2L V8 supercharged LT4 in the CT4-V Blackwing and CT5-V Blackwing. That means a lot of engine options for GM to choose from.
Buick also has a deep nameplate catalogue, and its revival could add immediate recognition and appeal to enthusiasts. Names like Riviera, Roadmaster, Skylark, Wildcat, or LeSabre each have different connotations, while Buick could also revive newer nameplates that today’s buyers still love, like Regal, LaCrosse, Verano, Lucerne, and Park Avenue.
Yet another option is to follow an “E”-based brand naming strategy, with Buick’s current crossover lineup in North America already touting names like Envista, Encore, Envision, and Enclave. Expanding that approach with something like “Electra” could work, although Electra specifically might be confusing to some buyers who associate the name with electrification, and Buick has used the Electra name as a sub-brand for its new energy vehicles (NEVs), which includes electric vehicles and plug-in hybrids.
Finally, there is always a reason to start from scratch. The new name would avoid any of the baggage associated with the old model, while potentially being more appealing to younger buyers.
That all said, we want to know – what to do You Do you think the new sedan should be called? Let us know in the comments!
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