Buick just announced a variety of news regarding its all-electric future, pulling the sheets on the new Wildcat EV concept, as well as outlining its plans to offer a fully electric portfolio by 2030. In addition, Buick announced its new brand identity and unveiled a new logo.
Old Buick logo
New Buick logo
Let’s start with the new Buick logo. The last time the Buick logo received a major redesign was more than 30 years ago in 1990, with this latest logo marked as a significant change for the brand going forward. As before, the new Buick logo will once again include the usual “tri-shield” layout, a design that gives a nod to company founder David Dunbar Buick’s ancestral heraldry. However, rather than the ascending shield layout used previously, the new Buick logo places the three shields in a horizontal pattern, with spacing between the individual columns. The circular outline used previously was also deleted, while the shields themselves include “checkmark” inner detailing in red, white, and blue. Look for the new Buick badge to debut on the brand’s production vehicles next year.
In addition to the new badging, Buick is also overhauling its brand identity with a variety of changes set for inclusion across its physical and digital properties, including new typography, a new color palette, and a new marketing approach. Look for the update to take place over the course of the next 12 to 16 months.
Naturally, all of these changes coincide with new styling language as well, as previewed by the Buick Wildcat EV concept. With its low-slung, extra-wide stance, the Wildcat EV presents a taut and streamlined silhouette with cab-back proportions, as well as a chiseled and angular front end. The interior of the concept is laid out in a 2+2 seating arrangement, with a large infotainment screen splayed across the dash.
Buick plans on bringing its first all-electric vehicle to market for North America in 2024, with the goal of going fully electric by the end of the decade. More broadly speaking, GM aims to offer all of its new light-duty vehicles with zero local emissions by 2035.
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Comments
So a logo that looks like fake finger nails wow how cool gm is so innovating what a time to be alive.
Not a fan of the new logo
I like the original
Same here. And the actual car will not look like that, either
A dumb move The old one had a little class. This one is boring
How lame and woke and weak. So lower case GM!
What in the world is “woke” about a car? You people have like no imagination at all. How does that even make sense. “Yo, that nail file is woke.” “Yo, that couch cushion is woke.” “Yo, that car is woke.” You probably need to speak with someone about this.
Did I trigger you honey? The woke part was aimed more at GM than the badge which I think is a bit lame and weak. Does that make sense now?
Uh, no, dear, it doesn’t….
I guess I’ll be the one to say that i think the new logo looks nice and modern. Especially if the logo lights up instead of just being painted red white and blue.
I personally like it, but it takes more than the badge to move metal. Hopefully the coming vehicles are great.
What are you talking about? GM spends 12 months, 817 board meetings and 81 million dollars relaunching and re-imagining a brand. The result is always the same.
A new logo.
It’s amazing! I can’t wait for Buick to make a come back!
Product is brand identity and there will never be a Buick that even remotely resembles this car. Guaranteed.
Gm is great at teasing dream cars that’ll never see the light of day. Not so great at translating any of it to reality. The consumer can expect more middle of the road SUVs with a Chinese accent and a new logo. There’s your “brand identity”.
Why embarrass the U.S. by making the logo
Red, white and blue. At least have the sack to make it red and yellow like the rest of the Chinese turd your building.
I agree and have said the same. The new logo looks nice enough but it’s an insult to all Americans to have it continue to be red, white, and blue when gm has made it clear that Buick is now one of their Chinese brands.
… it is the France Flag, french
I agree! GM keeps going the way they are i’ll have the same opinion of them as I do Brandon!
for me, only 1, the middle in white, would be enough
anyway seems a soft drink bottle opener, dacia is similar
I think one big shield with red white and blue in it would be be cool but idk
That’s too American…
GM now panders to China, especially with Buick. Maybe just Red!
VOLVO SAAB
Bullsh*t
Wish SAAB was still around. Still driving my 2008 9-3 Aero. 140k on the clock. Still runs good. GM bought SAAB and didn’t know what to do with it. Funny actually. They have the same issue with their brands now.
A dumb move The old one had a little class. This one is boring
Brand identity? What’s that? A couple of crappy miniature station wagons?
JUST A WASTE OF MONEY
Forget a new logo,just bring back Pontiac
The concept car is beautiful, but only a dream of the designer who penned it. GM will never build that car. 1. It’s a sleek aero efficient design. They only build boxy SUV’s and ugly pickup trucks. 2. It would blow Cadillac boxes out of the water. GM can’t allow Cadillac to be second place. 3. GM never puts concepts into production. That would be a gamble. Their stodgy executives tremble at the mere thought of taking a risk. Unless it’s worthy of a tax write off.
I am old school I like the old logo. However I do like the wildcat. Hope it gets built . It is more then about time Buick builds a car not an SUV. I am a guy that has buying Buick since the 60’s also sold Buick and GM products since 86 to 2020
What I don’t understand is it has a long nose and short rear deck, the typical beautiful coupe styling of the past 60 years, with the engine compartment stuff with V8, V10 or V12, and if it is a going to be an EV, should it has a much shorter front end and a little bit longer rear deck? Unless GM is hinting they are bringing back an ICE Buick coupe.
It’s about time BUICK identity moved forward. The replaced emblem was not only “dated” in design, it marked the car brand as lacking vitality. Kudos to GM!.
The new logo is ridiculous! 👎🏻
I like the new logo. I thought the old one looked dated. I hope the Wildcat concept gets built.
Vast improvement for the BUICK image. The dull emblem gets an overdue face lift that hallmarks the modern Buick design.
Unfortunately I hate to say it but Buicks name should change as well.. use Aviner since there using it as a top of the line name plate in trim level. They will bring in new younger customers because us old folks don’t see what we use to have in those cars any more. Style, classic looks and its own design and technology.