Buick Enthusiasts Brace for a New Design Language
“We were examining new front-end designs, and one of our junior designers sketched the Wildcat concept, featuring a low-mouth and forward-leaning nose. Interestingly, he created it for the next-generation Buick LaCrosse, yet it bore little resemblance to it. The minimalist front end became a distinctive graphic signature for the grille, adaptable to various vehicles.”
-Exterior/Interior Designer for General Motors, Bob Boniface
Like other vehicles under the GM umbrella, Buick is transitioning towards electric models. This shift necessitates a fresh approach to styling for upcoming electric vehicles (EVs) and existing internal combustion engine (ICE) models. The Wildcat EV concept, unveiled in 2022, catalyzes Buick’s latest design language. GM Authority recently explored the genesis of this design evolution, with insights provided by Buick’s design chief, Bob Boniface. In a discussion with GM Authority Executive Editor Alex Luft, Boniface shared how this new direction emerged, describing it as “almost accidental.”
“I didn’t even inform [GM Vice President of Design] Michael Simcoe about it. So, in the summer of 2018, we crafted a scale model. Michael happened to come in for a review of something else, and I casually placed [the Wildcat model] by the wall. He spotted it but I didn’t disclose anything about it.”
-Boniface
Boniface specifically cited the 2024 Buick LaCrosse sedan, unveiled in China last year (2023), as a reference. However, a modest sketch by a junior designer sparked a series of events that significantly influenced Buick’s design direction.
Boniface emphasized crucial elements like the low mouth, high badge, and elevated lamps to encourage further exploration. These refinements led to a scale model based on the initial sketch, culminating in the Buick Wildcat EV concept—a creation that captured VP Simcoe’s attention.
“I mentioned, ‘I thought you might find this interesting; we’re just exploring a concept.’ He was intrigued and suggested, ‘Let’s take this to full size. Regardless of the outcome, let’s explore it.’ He advised keeping it internal as a concept to inspire and guide other Buick vehicles.”
-Boniface
The incorporation of retroelements, though subtle, became integral to Buick’s modern design language. Within just two years, this language permeated the entire US lineup, including the 2024 Encore GX refresh, the debut of the Envista, the 2024 Envision refresh, and the upcoming 2025 Enclave.
This design evolution comes at an opportune moment. After years of unremarkable designs, the Buick lineup boasts a cohesive aesthetic that enhances visual appeal and makes Buick vehicles unmistakably recognizable. The most refreshing part of embracing the luxury automaker is that fans can trace its legacy to a single sketch.
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Photo Source/Copyright: Buick Media