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.
Comments
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…
It’s about heritage there Grawdaddy. Why not have a little pride in something they started. Obviously you are not someone who owns a Buick. If you were, you’d see in the Buick forums that people want more from what Buick is even offering now. HP and torque numbers DO matter.
But do you with a 35 year old white male accountant is going to care about the number of portholes on a Buick?
No, unless the year was 1949.
Screw “heritage”; It doesn’t exist. It’s just a word just an excuse to keep repeating tired and dated styling elements that nobody finds attractive anymore. It doesn’t do anything for the Porsche 911, and it won’t save Buick.
That, and people on Buick forums don’t repersent the buyers in the present luxury market; not when all they care about are stuff that was considered luxurious from 60 years ago. They shouldn’t be boasting about their 1991 Park Avenue that has nothing redeemable in todays world.
Buick needs an Art and Science revolution.
With your kind of thinking, Buick might as well be stuck in the ’40 and continue selling all their cars to 85 year olds. I’m not sure what a 35 year old white male accountant would want from Buick, but as a 35 year old active duty Air Force Instructor, I know what I want from them. Let me guess, with your thinking, you probably go into Camaro discussions saying the fifth gen Camaro should press forward and stop looking retro?
Back to the topic. My 6 year old daughter constantly points out Buicks to me in parking lots. “Dad, look a Buick!” Dad, look a Buick truck!” The current logo doesn’t need to change. It’s simple, easily recognizable, and is fine the way it is.
My issues wasn’t with the logo either. It should stay.
Oh, you’re right about the Camaro. The 6th gen needs to drop this retro nonsense. Any more of it, and the Camaro will not seem out of place next to a PT crusier.
You can’t advance the nameplace by going backwards.
Ummm, portholes never had anything to do with cylinders. Had to do with model lineup.
Ummmmm, yes, portholes did have something to do with cylinders. 3 port holes in each side = 6 cylinders. 4 port holes on each side = 8 cylinders. When they first started doing it, they only had 8 cylinder engines, so yes, they did signify a certain model. To say that they never signified an engine’s cylinder numbers is wrong.
GM might try this new logo for Buick — here are the instructions:
1. draw a circle;
2. write a Z in the middle of the circle;
3. stretch the upper and lower horizontal strokes of the Z horizontally so much that they extend beyond the circle.
Nice logo, immediately recognizable, easy reproducible by anyone.
I could care less about a little emblem. I could care less about the number of port holes. I don’t even care if a Buick is a rebadged Opel (I already own one). What I do care about is having the same selection of vehicle types and power trains among Buicks (or Chevys) that a European gets among Opels.
Never going to happen.
Tim you nailed it… Buick is recognizable… I remember back in the 80’s when GM cars and Fords all looked the same… I remember asking my parents how do you tell who makes what in the domestic arena. Even some toyotas could be mistaken for Nissans. Thank God all that went away and styling is defining a brand.
I COMMENTED A DAY OR TWO AGO ON THE EQUINOX COLOR CHOICES. WHERE DO I GO TO READ MY COMMENT?
It may be a good idea, as a lot of people still see Buick as a senior citizen brand.
John — that may be, but perception of Buick is rapidly changing… and sales, along with conquest data, support that notion.
It’s all immaterial. Just go to any of the major Auto shows around the nation; if you go to the Chevrolet or Cadillac areas, there’s a lot of excitement and drivers of all ages. When you go to Buick, it’s still old white guys with canes and walkers. Time for GM to smell the coffee and pull the plug on this division.
Scott, to say that is to not understand 1) the automotive business, 2) the luxury segment, or 3) Buick.
1. Luxury brands like Buick command a significant profit and result in a huge contribution to GM’s bottom line. The more luxury products and the more sales of such products, the better.
2. Buick fits perfectly in the luxury space by serving those customers who prefer a soft, quiet, and understated luxury experience. These customers are plentiful, and are what brought Lexus to the #1 spot in the late 90s and early 2000s. These customers would rather NOT buy a performance luxury vehicle such as a Cadillac, BMW, Audi, etc.
3. Buick sales are growing like a wildfire. Sales are up 22% year-over-year in November:
http://gmauthority.com/blog/2012/12/gm-u-s-sales-grow-3-percent-in-november-2012/
The brand is the fastest-growing luxury brand in the U.S.
So, not only does Buick serve a real luxury customer that can’t be served by Cadillac, it’s also profitable and sales are growing.
In regards to the “canes and walkers” comment. This doesn’t matter, as long as 1) these customers are delighted (which they are), and 2) new customers are coming into the brand. It seems that your personal feelings (dislike?) about Buick is getting in the way of business acumen, reality, or sound strategy.
But your observation may not fit with the actual data.
While the entire US industry new buyer average age has gone up 3 years Buick has gone down 3 years for a relative 6 year drop. That is huge.
Buicks average age is now only 8 years older than the industry average.
And that is before the Verano and Encore are out. Look for another 3 year drop.
The product is changing and so will the buyers.
And remember, the old folks have all the money.
“In an industry that from 2007 to 2011 saw its average customer age grow by three years to 51, Buick’s average customer’s age fell from 62 to 59, according to market researcher R.L. Polk. & Co.”
As has been discussed here before, in the late 90’s and early 2000’s the average age of the Buick buyer was going up one year every year. Think about that. At the time the average age was over 67.
In 10 years from that point (today), if the trend continued, the average age would have stopped going up because it could not, the drivers could not drive anymore. I think it would be impossible to have a 77 average age.
There is a good question. What is the average age of a buyer when he purchases his last car?
The Try shield CANNOT go away, if any one know’s Buick History , the BUICk family will always have royalties onthe the tri shiedl synbol due to the fact it’s the COAT OF ARMS for the Family, that still get Roalties moneys from GM !!