An Instagram user has leaked the new Buick logo on social media after snapping a photo of a prototype vehicle’s steering wheel.
An Instagram account by the name of Buick Saudi Arabia (which is unrelated to official General Motors social media pages) shared the below photo of an unnamed Buick prototype vehicle’s steering wheel, revealing the automaker’s newly redesigned tri-shield logo. GM Authority shared black and white images of this logo from trademark filings earlier this month, but this leaked image marks the first time we’re seeing a physical iteration of the badge with Buick’s red, white and blue color theme applied to it. As we can see, the redesigned Buick logo has more ornate shield emblems with a curved, swoosh-type element in the middle.
View this post on Instagram
This image also leaks other new aspects of this mysterious Buick prototype. For example, a wide digital display screen can be seen positioned behind the steering wheel and is joined by a new column-mounted gear selector. Column gear selectors such as this can free up space in the vehicle’s center console for other buttons or technology, additional storage or to create more space for the passengers.
Current Buick emblem
Lastly, there’s the steering wheel itself, which is an all-new design that we’ve never before seen on a Buick vehicle. The wheel appears to have a small-to-medium diameter with chunky spokes, a small airbag and multi-function buttons. This wheel also appears somewhat high-end, incorporating thick contrasting stitching, faux brush metal trim and faux brush metal multi-function buttons. The wheel was covered by fabric camouflage, but as we can see from the above photo, the Instagram user that leaked the image pulled the camo back to reveal the wheel’s design. Buick’s current steering wheel designs have a much larger middle airbag section and look much more dated overall.
It’s not clear what future Buick vehicle is seen in this leaked image. It’s possible this prototype is for a China-only Buick model, of which there are multiple currently in development. GM Authority will keep following this story, though, so be sure to subscribe to GM Authority for more Buick news, and around-the-clock GM news coverage.
Comments
Electric Prototype. Note the Paddle with Battery Icon.
Chinamen will kill for that new logo!
This is likely a sneak peek of the Electra, that’s the same shifter found in the Silverado EV and you can see on the left hand side of the steering wheel the Regen paddle button.
https://scontent-ort2-1.cdninstagram.com/v/t51.2885-15/277333460_5035216616573085_8546639440284548981_n.webp?stp=dst-jpg_e35&_nc_ht=scontent-ort2-1.cdninstagram.com&_nc_cat=109&_nc_ohc=n5MK2VJr6b8AX9g5kDO&edm=AGenrX8BAAAA&ccb=7-4&oh=00_AT-XoSWPQetMfyiW9cviYEoeLGjWjIKuKB0BwfMwoCLRfQ&oe=6248FC50&_nc_sid=5eceaa
Yes, that’s shifter also is almost identical to the shuttle shift seen in Kubota tractors.
Maybe this is a Buick tractor…..
Yes, probably just a rebadged Kubota
This is likely a sneak peek of the Electra, that’s the same shifter found in the Silverado EV and you can see on the left hand side of the steering wheel the Regen paddle button.
The logo is the least interesting thing in that photo.
Nevermind the logo, what car is it on?.
Car? More like cross over.
a crossover is a car
Hey look, its still has the color in it.
History tells me not to get excited. Unless it’s an awesome concept like the Avista which will never see the light of day anyways. But hey, we got the Camaro instead….yawn.
If someone could “leak” some photos of the new Colorado/Canyon front ends, that would be great.
FYI, this round emblem on this new Buick is actually a design Buick had in the early eighties on Regals and Riviera touring and sport models. I guess I am a little older than the few people on this chat?
I prefer the current logo. This logo will take time to get use to.
I wouldn’t mind this logo on the steering wheel, or seats, or door inlays, but the current logo is way better for the hood. This logo is softer. Like what I would want on the steering wheel while driving so I’m not blinded by my car telling me what brand it is, but on the hood, yeah, bigger and brighter will do 😎
I am so relieved GM is starting to put in column shifters on new models. IMO they are much better and more intuitive than rotary or push button shifters.
Wonder what concept that is, it’s a Corvette steering wheel
You know, I didn’t see it till now. It’s not a flat bottom/top startling wheel, but 90% of the rest of it is. M…….
Yup. Makes sense to use a sporty parts bin wheel, but still, I doubt it’s for a crossover concept.
Hilarious the thumbs down from the neanderthals
The Mercedes Benz Logo is more Impressive, 3 Points Star at 120°, symmetric
Logo looks very cheap reminds me of lower case gm.
Waste of time and energy. They are fiddling with logos that no one cares about while they starve the brand of product. Typical GM.
This is a photo from an upcoming vehicle. Clearly they’re not starving the brand of product.
Ehdit0r: I’m thinking Mark was speaking in general that GM should not be wasting money and time changing the Tri-shield that is perfectly fine when Buick only has 4 models to put it on anyhow. That is NOT impressive and Buick must have at least two “cars” along with those 4 SUV’s.
Mark: I do agree with you for the most part. However people do care about stuff like that. As they keep changing things like this (Buick embelms, GMC Canyon trim names, etc, etc), it just confuses the buyers to a point where it has a negative affect on buyers. This is a large part of the reason how Toyota and Honda continue to sell the numbers they do: Because they keep names and emblems that are instantly recognizable and not because their products are better than GM’s.
Dan to your GM’s habit of changing thigs like logos and trim levels just confusing customers comment –
This just isn’t logos and trim. Take subcompacts – everyone knows a Corolla and Civic but ask about a GM subcompact and most don’t know . . . Cavalier/Cobalt/Cruze. in the lifespan of these 3 Chevy names Toyota/Honda held strong with Corolla/Civic. No better way to create brand loyalty. The flipside, if you have a crappy product that few are buying why keep the name. Product familiarity is important.
I argue this also applies to the Silverado EV and Equinox EV the same name on two completely different models (different platforms and different looking) – if that doesn’t scream confusion not sure what does? I recently went to a Ford dealer looking at a Bronco Sport, the salesman took me to a reg Bronco and rattles off specs for the reg Bronco. It’s even confusing for the dealers.
GM and Ford have a history of prestigious fabled names and logos, choose one and stick with it.
I see this whole logo deal not so much as a ‘change’ but rather as an ‘update’. The similarities are pretty clear – three shields, three colors arranged in the same locations. The differences are mild. To me, the biggest difference is the placement of the shields – new is in a line; previously at an incline.
Next from GM a Will Smith electric model. Your wife can offer free rides to men, but no comedy allowed in the car, otherwise it will be shut down by Will.
I don’t hate it
Two quick comments.
First, I like the new updated Buick logo, very cool
Second, GM is finally starting to make very nice steering wheels…..FINALLY
Is that also the transmission shifter? Stop, neutral, go ? Tomg
More than a new logo, Buick needs a sedan or a sports coupe. Not everybody likes SUV’s or crossovers or is willing to buy one no matter what. That’s my case and as ex-owner of several Buicks, I won’t buy another one until they produce a sedan or a sports coupe.
I agree! These so called Cross-Overs are nothing but a little taller and shorter version of what we used to call a station-wagon.
If it’s for China, shouldn’t all three shields be red?
Just keep the red, white and blue colors. Hope that is not asking too much 😉
I agree with JE,and I do like the logo,and glad thay are bringing back the Electra