#electra

On Wednesday, Buick formally committed itself toward an “all-electric portfolio” by 2030 — saying that it would be embarking on a brand transformation that would fundamentally change the company forever. This includes an entirely new horizontally oriented badge that doesn’t stray too far from Buick’s traditional tri-shield design.

“The Buick brand is committed to an all-electric future by the end of this decade,” stated Duncan Aldred, global vice president, Buick and GMC. “Buick’s new logo, use of the Electra naming series and a new design look for our future products will transform the brand.”

General Motors is hoping to re-up the Electra name for Buick as per a December filing with the United States Trademark and Patent Office (USTPO). While many of you will recall the model as another ho-hum sedan from the 1990s with the potential to be graced with a 3800 motor, the car actually dates back to a time where tailfins were all the rage and there was no such thing as too much chrome.

Though it’s unlikely that the name would be affixed to anything burning gasoline in the modern context. Buick has already shown an all-electric concept wearing the Electra name at the 2020 Beijing auto show and it would be the mother of all twists to snub it.

As we’ve arrived at another edition of Thanksgiving in this, the Most Awesome Current Year, let’s celebrate with a very American Rare Ride. Today’s big boat was the pinnacle of the Buick brand in 1980. Full of acres of ruched velour and wood-look trim, the Park Avenue took Electra to new heights before the fancy name ever became an independent model.

Come along and enjoy American Luxury, even if it’s not an Oldsmobile.

Back in 2011 we admired a discarded example of the last of the true Buick Electra land yachts: a 1976 Electra Park Avenue Limited four-door hardtop found in a Northern California wrecking yard. What happened in 1977? General Motors, suffering from plummeting sales of thirsty big Buicks in the wake of events beyond its control, shrank the Electra, ditching the pillarless hardtop in the process.

Here’s one of those downsized Electras — a Limited, spotted in a Denver self-service yard.

The General shrank the Buick Electra for the 1977 model year and then ditched the model entirely in 1990, so the ’76 was the last of the proper single-digit-fuel-economy Electras. These comfy gerontocrusiers used to be everywhere on American roads, even in the dark days after gas prices went crazy, and you still see them in wrecking yards today, but for some reason I’ve photographed just one prior to today’s Junkyard Find.

Bloomberg’s trademark monitor reports that GM filed an application to register “Electra” as a trademark, which triggered suspicion that a Buick Electra may see the light of day again.

I snapped this shot of an Austin Mini (technically a Morris 850) and a Buick Electra 225 parked side-by-side in an Alameda, California parking lot before I left the West Coast, and every time I look at it I wonder: would I rather have an early Mini or a Malaise Era Electra? I can’t decide!