General Motors’ Buick brand announced today its commitment to an all-electric portfolio by the end of this decade.

The company is currently undergoing a huge transformation to fully electrify its lineup in North America by 2030, which includes new everything – from a logo, and brand identity, to new model names, and design language, and ending with everything on the Ultium platform. The first battery-electric model in the US will be launched in 2024.

Let’s start with the new “Electra” naming series for Buick’s future electric cars. According to the company, it’s inspired by the brand’s history and will be combined with some undisclosed alphanumerical suffix to distinguish models.

The next thing is the new badge, which will appear in new cars as early as 2023 (on conventional models):

“The new badge, which is the first significant change to the emblem since 1990, will be body-mounted onto the front fascia of Buick products starting next year. No longer a circular logo, the badge incorporates a sleek, horizontally aligned layout that builds upon Buick’s recognizable tri-shield. The redesigned columns of the tri-shield, which have roots in company founder David Dunbar Buick’s ancestral heraldry, incorporate fluid movements that will be found in future vehicle design.”