Just last week, GM Authority reported that Buick was bringing back its brand plate script after half a decade without it. Or at least, sort of – as we reported, only a few of the models in the Tri-Shield brand’s lineup will actually wear the new script. Now, we want your opinion – should Buick models have the brand plate script, or not?
For those readers who may be scratching their heads as to what we’re even talking about, the brand plate script is basically the large lettering seen on the back of various models that helps to identify the make of the model in question. In fact, this badging serves as the only direct indicator of the vehicle make, with the model name only serving to identify the make to those who are familiar with the lineup. Interestingly, Buick deleted the brand plate script from its lineup with the launch of the 2019 model year.
Now, however, the Tri-Shield brand is bringing the plate script back on certain models, with the all-new 2024 Envista and refreshed 2025 Encore GX both sporting large brand lettering across the rear end. Interestingly, the refreshed 2024 Envision and 2025 Enclave both continue on without the brand plate script.
The move to re-add the brand plate script to certain models but not others could seem a little strange. However, back in 2018 when the Tri-Shield brand removed the plate script from across its lineup, Buick didn’t exactly have the best reputation, and it’s likely that the decision to take the brand plate script off the entirety of the lineup was to avoid any prejudices that some may have harbored about the brand itself.
Nevertheless, the Tri-Shield seems to be doing just fine in the U.S., despite possible lingering prejudices from some critics. Even so, we want to know – should Buick models have the brand plate script, or not? Let us know your opinion on the matter by voting in the poll below, and as always, feel free to post your thoughts in the comments as well.
Comments
I would save the script for the premium models.
I don’t care either way but I voted to do away with it because its more convenient when waxing the car. There are always tiny areas within the letters where the wax gets in and good luck getting it out.
I agree with what you say about doing away with it but for a different reason. Crookedly placed letters are easy to spot when they are chrome, and then it spells ‘cheap’.
Not only should we be loud and proud of our amazing Buick products, but it’s about time to start pushing a deep negative social stigma to those Americans who think it’s “cool” or desirable to buy an un-American brand.
It’s hard to determine if Buick is still an American brand since most of them are built in places like China and South Korea. My Electra was built in Flint, Michigan by real Americans, but this is ancient history by car standards. I won’t be buying a pissy assed foreign tin can with an American nameplate slapped on it! But some people do. Is it an American or Chinese car!?! That is the question.
Firstly, the Chinese workers build GREAT Buicks. Next, they are sold as Buicks, an American brand, in China. The Chinese people (as opposed to government) love America and all things American. You need to consider this as a huge diplomatic win for us and them. The US has conquered China in this respect.
Yes because they wasted time changing the logo and it’s barely recognizable now.
Well they did the same thing with Oldsmobile toward the end. Which is an ominous sign for Buick when your parent company is ashamed of your name. Buick was the foundational brand of General Motors, so for current management to bungle such a fundamental thing speaks volumes.
I was discouraged when GM considered renaming Olds. They considered “Aurora.” I was even more discouraged when people said they didn’t like “old” in the name. Are Americans idiots?
all companies cater to these woke morons,,, keep Oldsmobile ,,Dunkin donuts, aunt Jemima , uncle bens.. WHAT DID IT PROVE .. keep name plates on cars
Honestly I’m pretty anti-woke, but as a millennial, these brands you mention don’t appeal to me at all. I have less established connotation with Buick, though to me it feels a bit like a poor man’s version of Cadillac so might as well get that one (which is a brand I do find appealing).
Like saying you don’t like Chevy because it has ev in the name. Crazy! Lol
I’m a firm believer in de-badging. The only things I want are the front and rear brand badges (and sometimes, not even the back one). No model/trim level/drivetrain. No one needs to know I have “AWD” or a “2.0T” engine or that it’s “Limited”. It all just clutters the design of the car.
agree, a strong logo or hood ornament in front is enough, do not need a text behind as well, and those assymetry of place when the car is symetric is odd
Too many stick-on googaws simply detract from the vehicle style which manufacturers spend millions to develop. Then hog it all up!
they spend … agree “miliions or billions to develop” with at least 40000 people and the results >>>>> ever frustrating…. see the faceligt of RR ghost, still an incomplete car but anyway sells a lot because there is no option, all similar generic complicated ugly
Bring back the Buick script and bring back a really nice red, white, and blue Buick emblem! Buick should be aiming up not down! Since GM has decided to make Cadillac a four door Corvette, why not make Buick a real luxury car, (not a SUV), like it once was. The world is too full of goofy looking, boring vehicles.
Of Course it should say
BUICK and have the Logo.
Marketing wise the older generation see the logo and Buick name. Newer generation sees the logo and learns the Buick Name. I would think GM would know this.
Leave it off. Too many buyers think Audi or BMW instead of Buick. I’ve had lots of folks ask ” nice car….what is it?” about my Envision. That opens the opportunity to tell them how good it is. They wouldn’t even ask if scripted…and not because they aren’t good cars, but because Buick has been considered boring.
Should have the logo and have the Buick name.
The Older generation see the Buick name logo
Newer generation learn see the logo learn the Buick name.
One would think GM knows this.
I think with the rebranding of the badge they should leave the script off except for the Avenir line.
Do away with Buick and make a Fleetwood Cadillac that actually looks like a Cadillac and bring back Pontiac. The Bonneville and Gran Prix, if necessary, could come back as an AWD/SUV if GM is absolutely against 4DR Sedans. Why do you think GM is losing customers daily to other brands.
How about spending more time and money making a dependable transmission and de-toxing the “infotainment” systems .
Put the name on the Vehicle. If you are not proud of what you are producing / building … then just quit all together !!! GM – capital letters – once dominated the auto industry.
They need to tell the government to “stuff it” with all of the regulations and other BS. We are already the “Cleanest” manufacturers of virtually everything we build here in the U.S.A. Folks, please remember the climate change hoax is destroying us with the government BS!!!!!
Helene and Milton agree, no climate change whatsoever.
Yeah because we never have had storms in the past right? These things have only happened the moment we started driving those evil polluting cars right? Right?
YEP, yes, otherwise noone would notice the generic thing is a Buick
I like the Brand Plate Script because it let’s me know that someone over the age of 80 is driving ahead of me. All kidding aside…are these kids in Marketing ashamed of the name? Make a great product, (not saying Buick is), and let everyone know! How will anyone identify it so they can “buy” one. Look at some of the fastest growing brands like Hyundai & Kia – it’s called out on every car…it’s Marketing 101! Sadly, the styling of these amorphous blobs is no clue, so you need to “market” them. I want American brands to thrive…particularly those built in America. Oh, guess that leaves Buick out. On second thought…skip the nameplate!
liked “amorphous blobs” yep, cars today are those which appear in pixar animation films like Monster, Ratatouille, Toy Story etc, finally they got to put them on streets, see Elon Musk generic things ,,, all the way, and GM, Buick, toyota, nissan, mitsubishi follows, otherwise they go in track of ugliness like bmw, rolls royce, bentley, etc do
Yes, absolutely.
Along with a V6, ventiports, the sweep spear, and the old emblem/logo back.
If they want to drop something, the man-eating grille can go ASAP.
How about a poll asking if Buick should bring back ventiports?
Unlike the 1950s and ’60s when cars had style and design, current vehicles by all manufacturers all look about the same. Therefore an identifying emblem is the only way to tell them apart.
Today has to be about the worst the industry has ever chased its own tail.
All the makers think the only way to win customers is have vehicles that look like the competition…. giving us this malaise of sameness that we have now!
Wonder when we’ll get a breakthrough and something besides more 4cyl CUVs.
I inherited my brother’s 2007 Lucerne CXL and it’s still a great car to drive. I’m now on my second Envision (2020 Preferred, bought it after a kid t-boned my 2017). Made in China 😕 but I’ve had no issues with either Envision. The logo change…meh. Elimination of the distinctive Buick grille is a big mistake. The newer versions now look generic.