Brand heritage meets space-age design
CDN visits the GM China Advanced Design Center in Shanghai for the debut of the latest iteration in the Electra concept series: the Buick Electra Orbit. Designed by rising local talents, this concept offers a compelling glimpse into the evolving design identity of Buick in the world’s largest EV market
While
Buick is rooted in classic American automotive heritage, it enjoys a unique
dual identity: it’s a name synonymous with decades of iconic design in the
U.S., yet China remains its largest (and arguably most important) market. This
duality gives Buick a rare perspective: its designers can draw on a rich
historical archive of stunning designs while staying in sync with the tastes
and expectations of Chinese consumers. The result is something that feels both
globally relevant and regionally resonant.
The Electra
Orbit exemplifies this approach by fusing nostalgic design cues with
modern, space-age expression.
“Electra
Orbit is a bold exploration of what Buick can be when we blend heritage
inspiration with visionary innovation,” said Stuart Norris, vice president
of design for GM China and GM International and chief of design at SAIC-GM. “By
reinterpreting space-age motifs and pushing electric-architecture freedoms, we
wanted to create a concept that feels both familiar in its Buick DNA and
thrillingly new.”
The
concept’s most striking feature is its sheer size. With flagship sedan
proportions, it pays homage to Buick legends like the LeSabre and Electra,
yet its form is anything but retro. A low-slung nose, an elongated rear, and
oversized 24-inch wheels sculpt a spaceship-like silhouette; luxurious and
futuristic, but still unmistakably Buick.
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“My goal
was to create a car that both carries forward Buick’s DNA and delivers a
forward-looking, disruptive, and innovative experience; a concept car that
feels retro, elegant, and dreamlike,” says Li Hao, exterior designer on
the project.
As its
name implies, the Electra Orbit draws heavily from celestial inspiration. Its
neutral metallic paint, aptly named “Space,” is designed to reflect the
shifting tones of the universe. Sculpted fenders frame the large wheels, while
the mirror finish highlights every contour and crease, reinforcing the
concept’s stretched, low-slung stance.
Dramatic rear-hinged
scissor doors swing skyward, projecting beams of light into the air and
heightening the sense of otherworldliness. Active aerodynamic wings optimise
drag and downforce at higher speeds, and at the front a centre-pivoting
dual frunk fitted with bespoke luggage befits high-end travel.
Inside,
the Orbit continues its retro-futurist aesthetic. The Space Age
inspiration is clearest in the cockpit’s layout and surfaces. Thanks to its EV
architecture, the design team freed up cabin space to craft a 2+2 layout with the
feel of a spacecraft’s cockpit, while the retractable dashboard and steering
wheel allow the car to shift between a focused driving mode and a more relaxed
autonomous driving setting.
At the
heart of the cabin is a sweeping arch-shaped display, known as the “Ring”,
stretching from one A-pillar to the other. It’s paired with an AI-powered
interface designed to resemble a wormhole, offering users an immersive experience
amongst the stars, navigated via a glowing orb-like controller that delivers intuitive
and ceremonial interaction.
Another
highlight is the Digital Illusion Carpet, an ambient flooring element that
pulses with subtle light to echo the movement of celestial bodies. “I
integrated starlight illumination into the carpet design,” explains Li
Miao, interior designer on the project, “so users not only gaze at the stars
above but feel as if they’re walking among them like space explorers.”
A warm,
grounded contrast to the space theme comes from the interior palette:
a rich red clay tone drawn from natural earth hues, paired
with custom brocade patterns inspired by Buick’s golden-era interiors,
blending tactile tradition with innovation. The Electra Orbit isn’t slated for production. Its purpose is as a serious
design study; a bold, experimental leap rather than a direct evolution. Although
it references Buick DNA, it deliberately pushes boundaries to explore where
Buick’s design could go, testing ideas in their most expressive form, with
elements potentially influencing production models in the future.
Dimensions
- Length: 5,860 mm
- Width: 2,150 mm
- Height: 1,380 mm
