Buick's bold promise in China: an electric SUV that won't catch fire

In the world's most competitive electric car market, simply offering a new model isn't enough. Automakers need a unique edge. General Motors' Buick brand believes it has found one for its updated Electra E5 in China, making a promise that directly confronts a major fear for potential EV buyers: battery fires. The company is so confident in its technology that it guarantees the new Electra E5 will not spontaneously combust.

Far from being just a marketing slogan, this is a formal commitment. Buick has stated that if an Electra E5 catches fire due to a quality issue within the first year of ownership, the owner will receive a brand-new replacement vehicle. This makes Buick the first automaker in the world to offer such a direct and substantial guarantee, a brave move clearly designed to build trust with consumers who remain wary of electric vehicle safety.

The updated Electra E5, a mid-size electric SUV, officially hit the market with a starting price of RMB 169,900 (approximately $23,650). To entice early buyers, Buick is offering immediate discounts, bringing the entry-level price down to a more attractive RMB 149,900 (about $20,850).

At the heart of Buick's bold safety claim is the vehicle's battery technology, built on GM's Ultium platform. The company asserts that the Electra E5's battery pack will not catch fire or explode for two weeks following a single-cell thermal runaway event. This capability dramatically exceeds China's new national safety standard, which will mandate a two-hour window for such events when it takes effect in July 2026.

The Electra E5 measures 192.6 inches in length (10 cm longer than Tesla Model Y), 75 inches in width, and 66.3 inches in height, with a generous 116.3 inches wheelbase that provides ample interior space. Buyers have a choice of three battery packs. A 65 kWh lithium iron phosphate (LFP) battery offers a claimed range of 320 miles. A 68.4 kWh ternary lithium battery provides 339 miles, and the largest, a 76.8 kWh LFP pack, delivers up to 385 miles of range on the CLTC cycle. The Electra E5 can replenish its battery from 30 to 80 percent in as little as 19 minutes.

All versions of the new E5 feature a front-mounted single motor that delivers 180 kW of power and 243 lb-ft of torque. This allows the SUV to accelerate from 0 to 62 mph in as quick as 7.5 seconds, with a top speed of 112 mph.

First launched in April 2023, the Electra E5 was Buick's first Ultium-based EV in China. With this latest update and its audacious safety guarantee, Buick is no longer just selling an electric car - it's selling peace of mind in a market where standing out is everything. Let's just hope customers won't be putting Buick's claims to the test.

Via