Buick’s Futuristic Beijing Concept: Rotating Seats, AI Lights, and Whale-Shaped Design

Buick has taken a dramatic step toward redefining its future with a striking new concept unveiled at the Beijing Auto Show. The Electra Zenith Mobile Space Smart Body—officially named, according to Google Translate—introduces a whale-shaped design, swiveling seats, and AI-powered interactive lighting, signaling a bold departure from traditional automotive aesthetics.

The concept, part of Buick’s Electra sub-brand, is not intended for immediate production, but its features offer a glimpse into the brand’s ambitions in China, where GM’s sales have dropped 75% amid shifting market dynamics.

Design: A Whale-Shaped Vision with Eastern Inspiration

The front fascia features Buick’s “floating wing shield” design, inspired by traditional Eastern embroidery, while the body is a translucent, teardrop-shaped shell adorned with laser-etched feather-like patterns. The rear incorporates matching lighting signatures, active aerodynamic wheels, and a U-shaped active rear spoiler that leans more toward visual flair than functionality.

One of the most curious elements is the active aero wheel setup. While wheels are typically optimized for airflow, Buick’s adjustable design raises questions about whether it prioritizes efficiency or simply creates a striking visual effect for promotional material.

Interior: Luxury Meets Passive-Aggressive Innovation

The cabin pushes boundaries with features inspired by traditional Chinese folding fans and room dividers. The center console unfolds into a crystal fan-shaped table that can rotate, fold flat, or stand upright as a partition between passengers. Buick has essentially designed a luxury car feature for those who prefer subtle social barriers over conversation.

The four seats swivel nearly 360 degrees, allowing passengers to face one another or use the fold-out table for in-car meetings. The front seats recline so far back that rear passengers can rest their feet on the front headrests—a design choice Buick did not shy away from showcasing.

AI Lighting and Interactive Tech

The concept also introduces an AI interactive projection screen embedded in the front fascia. The system activates when someone approaches, replacing conventional headlights with a futuristic lighting display. While the idea is undeniably ambitious, it underscores Buick’s push toward high-tech, experiential luxury.

Despite the concept’s sci-fi appeal, Buick’s future in China remains uncertain. With GM’s sales in the region down 75%, the brand faces pressure to innovate and adapt. Whether features like rotating seats and AI lighting will resonate with consumers—or whether the whale-shaped design will ever leave the showroom floor—remains to be seen.