A few years ago, Chevrolet decided to replace its then range-topping LTZ trim level with the new Premier trim. The change first went into effect on the 2016 Chevy Malibu, and then propagated across most of the Chevrolet lineup, with the notable exception of the Camaro, Corvette, Chevy trucks and several low-end models like the Spark. Upon their debut, Premier trimmed vehicles featured a two-tone, silver-black badge, which has now replaced by a new version on 2019 Chevrolet models.
The new badge for Premier-trimmed Chevrolet models is made up exclusively of the letters, and does not feature any other kind of design, graphic or logo.
We’re not clear on why Chevrolet made the change. However, we did hear through the grapevine that the original Premier badge was sometimes criticized internally for being “over-styled” and therefore not being “clear enough” in delivering the message that the vehicle in question is a range-topping model. While that could very well be the case, the change might also be as simple as a cost-cutting measure.
Original Premier badge
New Premier badge
So, which badge do you like more? Vote in our poll below.
Comments
I would prefer if they went back to LTZ, or come up with something original. I the sound of fords titanium or cadillacs platinum and gmcs Denali, I know chevy is a value brand and something like the Malibu platinum wouldn’t stick but something with a ring to it.
I couldn’t agree more…and to think what the PREMIER badge change will cost GM?
Still will have the same cheap plastics which will be found on base models … .
GM really need to understand : Luxury Brands are also mostly dead, ex: Chevrolet can have a great luxury interior on a lux trim of silverado or any product and charge for it. It doesn’t need to this these lux interior or good plastics are only for lux brands. People paying money for a trim expects the value for the money too. If they dont people will switch to other brands ( example : new RAM interior vs Silverado interior and compare price )
“Luxury Brands are also mostly dead”
In other news, luxury car sales are at the highest levels they have ever been. Dead, right?
🙂 defines what is a luxury car vs what is a Luxury Brands. If you talk about Luxury Cars , yes people are getting regardless of brands. Luxury Brands have tough time to differentiate themselves from Brands with Luxury trims.
Dont compare Luxus or BMW or Tesla or Jag/Landrover etc , they have more stuff than saying i am luxury brand. Those buyers are not going to by a Cadillac or Lincoln.
The key is a Luxury Brand needs to differentiate themselves from normal brands now and its tough for them now a days. People will pay for content and other attributes, not for the Logo (not for a Cadillac logo and grill on a Chevy ) .
You seem confused.
Love the New Premier badge! When one pays a premium price there should be a designation on the vehicle. Luxury cars are not mostly dead in California!
the new one looks more OEM, the other looks like an aftermarket part, doesn’t really match anything else on the car.
I prefer the new one, as well.
My vote would be for neither. I prefer a cleaner look and no need to tell others what trim it is. Give me the premium materials and skip the badging.
Looks like the badge on the Ford Escape, -so now, one could say that that’s generic.
There has not been a single individual who opted for, or opted out of purchasing a Premier anything based on the badging. Typical upper management lack of focus on anything important.
Plastic badge does little if you can’t build a quality product, numerous issues with the Equinox, Terrain, Malibu ect. And they certainly do not stand behind their product.
Funny how dozens of GM vehicles over the past three decades were reliable and long lasting with few issues. I did have a 2006 Impala LTZ that needed a water pump at 225K though.
Even worse, by the time you figure out a Ford with the Duratec V6 needs a water pump, you’re probably going to need an entire new engine. Great job Ford, put the water pump behind the timing chain cover just like the genius that designed the Chrysler LH 2.7 V6.
Wasn’t The PREMIRE name an AMC car in the 80’s? Premier was a Lincoln model in the 1950’s.
But, they did not bring back the name: Celebrity (a 1980’s Chevrolet).
Ed Ey
You can call it whatever you want, untill GM can make a decent product they will stand behind it’s just a money grab gimmick. Look up Equinox problems, Terrain problems ect. And if you do have an issue vyour more than likely to get “your Vin number is not included.
Purchased a new 2017 Impala Premier. It’s compares with any car I looked at. Chevy did a great job with the car all around. Every one that has ridden in the car has commented on the ride and quiteness of the ride.
They both look like something one can buy off EBay to stick on their car. Just style the car correctly and no badging is necessary. If you have to tell people you drive a luxury vehicle, well..
Go back to LTZ. Premier is a dorky name.
Premier is a bad name, but so is the LTZ trim name. Three letters that are totally meaningless to anyone other than somebody that buys a lot of GM vehicles already. Both of them are lazy choices made by lazy, overpaid people. How hard can it be to come up with a name or combination of letters and/or numbers to denote that the vehicle is the premium trim?
I had a 2017 Volt Premier and now have a 2019. Neither said “Premier” on them.
I don’t particularly care for the Premier moniker. I wish they would have kept LTZ.
LRZ IS BETTER WAY TO SAY IT’S TOP MODEL
I have a 2017 Malibu PREMIER. 2.0L Turbo. Love it. So much fun to drive. 25 – 30+ MPG. Hard to beat that.
Hmmm…”Premier” huh… Sorry to burst everyone’s bubble but this is a very old nameplate in the GM family. GM Holden launched a “Premier” nameplate in 1962 (EJ series) as the top model Holden at the time. The name survived right up until 1978-9 with the last of the HZ Holden line.
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