GM debuts Buick brand in Korea as show of commitment

GM launched Buick in Seoul on Wednesday, signaling a stronger commitment to Korea amid speculation about a possible withdrawal. The move makes Buick GM Korea’s fourth brand, alongside Chevrolet, Cadillac and GMC. The first Korean-market Buick model is the Electra E7 plug-in hybrid SUV. GM Korea said preorders begin Wednesday and sales start in November.

GM Korea said the Buick launch makes it operate four brands in Korea: Chevrolet, Cadillac, GMC and Buick.

The Buick Electra E7 combines a 1.5-liter gasoline engine with a 165-kilowatt electric motor.

GM Korea said the E7 can travel up to 126 kilometers on electric power alone and more than 1,000 kilometers in combined driving range.

The company said all E7 models sold in Korea will be imported from China, and preorders begin Wednesday.

Prices for the Electra E7 will range from around 43 million won to the mid-50 million won range, with sales scheduled to start in November.

Published Sep 30, 2026 3:44 pm KST

Updated Sep 30, 2026 3:48 pm KST

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GM Korea CEO Hector Villarreal, right, poses with Wi Ha-joon, the ambassador of the premium auto brand, as they showcase Buick's Electra E7 plug-in hybrid SUV during the vehicle's launch event in Seoul, Wednesday. Yonhap

General Motors (GM) Korea launched its premium auto brand Buick at an event in Seoul on Wednesday, signaling a stronger commitment to the Korean market amid persistent speculation over the carmaker's possible withdrawal from the country.

The launch brings to four the number of brands GM Korea operates in Korea — Chevrolet, Cadillac, GMC and Buick — as the automaker seeks to broaden its customer base. Buick’s first model for the Korean market is the Electra E7 plug-in hybrid SUV, which combines a gasoline engine with an electric motor.

“Now we are going to have four brands,” GM Korea CEO Hector Villarreal said during a media showcase. “That means we will be able to appeal to all customer segments, and with that, we are expecting better results.”

Buick's Electra E7 plug-in hybrid SUV is displayed at a media showcase in Seoul, Wednesday. Yonhap

“Having said that, what is important is the comfort, convenience and choices that we bring to the Korean market. This is what we are aiming for, and with the four brands, we are confident we are on the right path here,” he added.

However, Villarreal declined to directly answer questions about whether GM Korea plans to allocate more eco-friendly models to its Korean production facilities. For now, all E7 models to be sold in Korea will be imported from China.

GM Korea has repeatedly faced speculation over a possible withdrawal from Korea due to its weak sales here and heavy reliance on exports to the United States. The company has sought to counter such concerns by emphasizing its sequential launches of auto brands and sharing concrete investment strategies in Korea.

GM Korea CEO Hector Villarreal introduces the carmaker's Buick premium brand during a launch event in Seoul, Wednesday. Yonhap

Villarreal said Korea will become Buick’s second overseas market after North America, underscoring GM’s efforts to strengthen its product lineup in Korea.

Buick is positioning itself between mainstream and traditional luxury brands, emphasizing distinctive design, intuitive technology and premium comfort, GM Korea said. The company said it is targeting customers looking for a combination of sophisticated design, advanced technology and a premium interior experience.

The Electra E7 embodies that position with a focus on comfort and convenience, rather than performance-oriented features.

The E7 is powered by a plug-in hybrid system combining a 1.5-liter gasoline engine with a 165-kilowatt electric motor. It can travel up to 126 kilometers on electric power alone and offers a combined driving range of more than 1,000 kilometers, according to GM Korea.

The carmaker will begin taking preorders for the E7 on Wednesday and plans to begin sales in November. The model will be offered in four trims, with prices ranging from around 43 million won ($31,700) to the mid-50 million won range.

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通用汽车周三在首尔正式发布别克品牌，此举表明该公司对韩国市场的投入力度加大，此前外界曾猜测其可能撤出韩国市场。此举使别克成为通用韩国旗下的第四个品牌，其他三个品牌分别是雪佛兰、凯迪拉克和GMC。首款面向韩国市场的别克车型是Electra E7插电式混合动力SUV。通用韩国表示，预订将于周三开始，正式销售将于11月启动。

通用汽车韩国公司表示，别克品牌的推出使其在韩国运营的品牌数量达到四个：雪佛兰、凯迪拉克、GMC 和别克。

别克Electra E7结合了1.5升汽油发动机和165千瓦电动机。

通用韩国公司表示，E7 纯电动续航里程可达 126 公里，综合续航里程超过 1000 公里。

该公司表示，所有在韩国销售的E7车型都将从中国进口，预订将于周三开始。

Electra E7 的售价预计在 4300 万韩元到 5000 万韩元之间，预计将于 11 月开始销售。

发布于2026年9月30日下午3:44（韩国标准时间）

更新于2026年9月30日下午3:48（韩国标准时间）

汽车制造商对在韩国生产环保汽车的计划保持缄默

通用汽车韩国公司首席执行官赫克托·维拉雷亚尔（右）与别克高端汽车品牌大使魏河俊在首尔举行的别克Electra E7插电式混合动力SUV发布会上合影。（韩联社）

通用汽车韩国公司周三在首尔举行活动，正式推出旗下高端汽车品牌别克，此举表明该公司对韩国市场的承诺更加坚定，此前外界一直猜测这家汽车制造商可能会退出韩国市场。

此次发布使通用汽车韩国公司在韩国运营的品牌数量增至四个——雪佛兰、凯迪拉克、GMC 和别克——这家汽车制造商正寻求扩大其客户群体。别克面向韩国市场的首款车型是 Electra E7 插电式混合动力 SUV，它结合了汽油发动机和电动机。

通用汽车韩国公司首席执行官赫克托·维拉雷亚尔在媒体发布会上表示：“现在我们将拥有四个品牌。这意味着我们将能够吸引所有客户群体，我们预计这将带来更好的业绩。”

别克Electra E7插电式混合动力SUV周三在首尔举行的媒体展示会上亮相。（韩联社）

“话虽如此，最重要的是我们为韩国市场带来的舒适性、便利性和多样性。这正是我们努力的目标，凭借这四个品牌，我们有信心走在正确的道路上，”他补充道。

然而，维拉雷亚尔拒绝直接回答通用韩国是否计划在其韩国工厂生产更多环保车型的问题。目前，所有在韩国销售的E7车型都将从中国进口。

由于通用汽车韩国公司在韩国销量疲软，且严重依赖对美国的出口，该公司屡次面临可能撤出韩国市场的猜测。为消除这些疑虑，该公司强调将陆续推出新的汽车品牌，并公布在韩国的具体投资战略。

通用汽车韩国公司首席执行官埃克托·维拉雷亚尔（Hector Villarreal）周三在首尔举行的发布会上介绍了该公司旗下的高端品牌别克。（韩联社）

Villarreal 表示，韩国将成为别克继北美之后的第二个海外市场，这凸显了通用汽车为加强其在韩国的产品阵容所做的努力。

通用韩国公司表示，别克品牌定位介于主流品牌和传统豪华品牌之间，强调独特的设计、直观的科技和卓越的舒适性。该公司称，其目标客户是那些追求精致设计、先进科技和高端内饰体验的消费者。

Electra E7 体现了这一定位，它注重舒适性和便利性，而不是性能导向的功能。

E7搭载插电式混合动力系统，结合了1.5升汽油发动机和165千瓦电动机。据通用韩国公司称，其纯电动续航里程可达126公里，综合续航里程超过1000公里。

这家汽车制造商将于周三开始接受E7的预订，并计划于11月开始销售。该车型将提供四种配置，价格从约4300万韩元（31700美元）到5000万韩元中段不等。

由于通用汽车韩国公司承担了几乎所有关税负担，其工会濒临罢工。

通用汽车韩国公司澄清退出韩国市场的传闻，并重申对本地生产的坚定承诺。