There was once a time when the idea of alphanumerics was merely reserved for trims and identifiers. Flash forward to present day and a majority of every brand’s lineup has ditched nameplates entirely for a hierarchy of alphanumerics. Step one, dip spoon into bowl. Step two, reveal model name.
We understand the simplifications that come with alphanumeric names in a global economy, but we do miss the creativity and emotional attachments to certain nameplates from the past.
In a world full of alphanumerics, especially for premium and luxury brands, why has Buick stuck with actual model names? We thought it was a curious case, and went in search of an answer. With Buick’s stature in China, it certainly seems like the perfect brand for an alphanumeric structure to simplify things in major global markets.
“We’ve never really considered a switch to alphanumerics and don’t see the need,” Buick spokesperson, Stuart Fowle, stated.
“In China, we’ve had a strong presence there longer than most others so we’re not building the brand, we’re protecting it. The Excelle is the best-selling small car so there’s no need to confuse people with a name change for no reason.”
Buick’s long heritage has given it a sort of home ground advantage in the Chinese market, much like a few of Chevrolet’s longtime nameplates in the United States.
As for the U.S., “we’ve built good equity in relatively short time with the Enclave, LaCrosse and others.”
Alphanumerics be damned. Good on you, Buick.