Rumormill: Buick Emblem To Be Revised?
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Imagine if the Buick Tri-Shield logo went away. Imagine if it was replaced with something else. Far-fetched, you say? What if we told you that it was GM North America President Mark Reuss who was the one hinting a redesign?
According to The Detroit Free Press, Reuss, in a meeting with a group of auto critics responsible for the North American Car and Truck of the Year awards, said that the Buick logo could very well be in the midst of a change. Buick spokespeople declined to comment.
Why would this be happening? Speculation is that it could be a Chinese-influenced decision, as if GM wasn’t selling enough Buick models over there already. We’re not ready to believe that notion, but if the Buick badge is still going to transform, chances are it will reflect the more youthful and modern nature of its current vehicle lineup. Though in your eyes, does the Tri-Shield need to change? Let us know in the comment section below.
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Tri shield yes. Waterfall grill not so much. GM if you’re going to change something start with the grill.
^The waterfall definitely needs to go on performance models.
I wonder if Chinese nationalism and having a red, white, and blue emblem in China has something to do with this.
yes change the grill..look ford whit the fusion look like a maserati..
Aston Martin you mean?
In any case, seeing one on it’s own, yea I can see the Aston in it. But if you actually park a 2013 Taurus next to a Rapide they look nothing alike.
Don’t change the emblem, it’s perfect and unique. The waterfall grill needs to stay too. The big chrome waterfall with the tri shield is signature Buick.
I think that there is always place for improuvement in any way…
This doesn’t mean the tri-shield is going away. Chevy and Cadillac have changed the bowtie, and wreath and crest numerous times to modernize them. The Corvette logo got a revamp for the C7 but it, like the bowtie and Caddy, are still very much their own.
And let’s get serious, if it does get fully changed let bring back the spirit of Buick circa 1904:
http://www.evolutionofbrands.com/media/2012/10/buick-logo-1904.jpg
Please please please change with the times and make the shield modern.
We changed the emblem about 12 years ago from the tricolored one. The current one is much more modern than the old one.
Most all premium icons are bold and chrome without color.
Not sure why it is changing again.
Leave the dam grill alone its perfect for buick! The emblem would be fine for a little update whats wrong with that?
What this change boils down to is GM is still trying to shed Buick’s “old man” image. What GM doesn’t understand is changing the emblem is NOT going to help shed the old man image. Offering a few cars with some real performance numbers will. It’s like GM wants to shed this image, but is being stubborn in realizing that its not just about looks. You have to prove that a 25 year old is going to want to drive a Buick. They put a Buick out with actual Recaro seats, some higher HP numbers. Basically, tweak the GS. And let’s be honest, they’re is really no way to modernize the tri-shield logo. It’s fine the way it is. The chrome waterfall grill is fine too……on the non sporty cars. Take one look at my blacked out waterfall grill on my GS and it’s apparent that GM should have done this from the start, at least on the GS.
25 year old’s are looking at Buicks and Buick doesn’t want 25 year olds.
25 year old’s aren’t looking at Buicks and Buick doesn’t want 25 year olds.
Doesn’t matter Grawdaddy. The fact is Buick wants “younger” people in their cars, period.
I wish Chevy would revise the bowtie.
Keep the chrome tri-shield. I have a Regal and its tri-shield is in color, which can fade with time, so a monochrome tri-shield is better. The “waterfall’ grille is something else. Only the Lincolns have something similar.
The problem isn’t the grill or emblem – it’s the marketing.
Mr. Rosser, you hit it on the nose. And this is the reason GM should have kept Pontiac. Buick could have been upgraded to what it has become and Pontiac could have been the perfect division to get the performance oriented products. Unfortunately GM and the Pontiac dealers never understood what that brand was or could become. Just my 2 cents worth.
I’m sensing an outbreak of GM brand/product confusion.
it really has to be about the product, brand identity grows with strong product and product that has a consistent design language. A logo change that reflects a strong overall design language is good. A logo change with no overall strategy, bad idea… I think people are just now seeing buick for more than just an old mans car, this is comming through the evolution of the design language. Changing the logo could have its benefits if the design language continues to evolve and modernize… Oldsmobiles logo change followed a new design direction and worked, but GM’s impatience killed the brand before it took hold. The recipe to do this right is there but, if done wrong could be bad news…
again what is the overall product strategy fo Buick, logo changes and design language aside… The product will define the brand, what benefits does Buick have over the competition if it continues to have the same engine choices in say an Enclave as its counterpart the Traverse. Or what is a Regal competitively without a V6… The overall product package will define Buick, Turning Opels into Buicks may be a temporary fix but it is not a long term solution…
Making changes to badges happens all the time. The most recognisable logo in the world, Coca-Cola, has had several slight, but relevant changes over the years. Our beloved Corvette logo also had a change made for the C7 and from what I can recall it has been well-received. I say we should see what they come up with before we knock it. I like the tri-shield, but perhaps it could do with some sprucing up without abandoning it entirely.
I’m not knocking them changing the logo. Again, my thoughts are this: Changing a logo is not going to attract a lot of new buyers or even shed the image that Buick wants to get rid of. Marketing is the key along with product diversity. Yes, Buick k has a nice lineup right now. There is no doubt about it. But if Buick wants to get you get buyers in there car, they’re going to have to step their game up in the PERFORMANCE department. You can only fool a few people by offering up a Verano Turbo as a capable, sporty vehicle. It might have some power, but what about how the car handles that power? Another example. If you are going to have a car like the GS, make it worthy of the GS moniker. I love my GS and it’s quite a fun ride, but make no mistake, it is NOT worthy of the GS moniker. Buick is starting to get right on track and now if they are not careful, they are going to slip. This is a small gripe, but plays right in with the updated logo. Look at the Verano and now the uppoming Encore. How many port holes are on the hood? Six!! Now Buick is forgetting its heritage as well. So if they are disregarding something as simple as how many portholes determine the type of engine, than maybe they truly are trying to change their game up. I don’t know, I guess we’ll see where this all leads. As Yabadabadoo stated, rebadging Opels as Buicks is not going to work forever.
Nobody in the luxury market cares about the number of portholes on a Buick’s hood.
Nobody buys a luxury car to remind themselves of the 1940’s and 50’s. They want the best and exclusive of the present, not a dusty photo album. Those demands change yearly, so much so that HP and TQ figures don’t matter as much as you may think they do.
Richard, True that badges change and when done well and with strong product can be successful. Datsun transformed into Nissan; by far the most significant brand transition… GM created Saturn. The right product = success. Chang the brand to much though and there could be a disconnect from what customer base does exist…