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Tell Us: Should Buick Revive the Electra Nameplate?

The Electra nameplate died with the birth of the Buick Park Avenue in 1990, but it looks like General Motors has re-trademarked the name with the U.S. Patent and Trademark Office.

What we know for sure is this: General Motors filed an application for a trademark on the Electra name earlier this month, which would be the first time GM has filed such an application since 1989. The trademark application indicates that the Electra name would be used specifically on an automobile, although it doesn’t specify which type.

With that in mind, there’s one big question left: what’ll GM do with the Electra name if it does get the trademark? Signs point to Buick, as the Electra was part of that brand’s portfolio from the 1960s through the late 1980s. A 2011 report by Bloomberg would suggest that one option is a new model built using the GM Voltec platform. It’s possible the irony of calling a rebadged Chevrolet Volt range-extended electric vehicle the Electra isn’t lost on the executives in Detroit.

Then again, the original Electra was a full-size sedan, so the Electra badge could be slapped on the back of a full-sized Buick sedan, perhaps cut from the Chevrolet Impala/Cadillac XTS mold. With the death of the Lucerne in 2011, the Buick nameplate in America is now without a large, cushy sedan–something that’s long been Buick’s bread and butter.

At this point, whether or not either of these cars exist is anyone’s guess. But the Electra trademark got us to thinking–why stop there? Buick’s history is rife with fun-sounding names for future vehicles. We’re partial to the idea of a rebadged CTS Sport Wagon called the Buick Roadmaster, or something — anything–called the Invicta.

What do you think–is it time to start making Park Avenues and Skylarks again? Let us know.

Sources: Bloomberg, USPTO

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