Buick to Remove Its Brand Nameplate from the Exterior of Its 2019 Vehicles
Starting with the 2019 model year, Buick owners won't be able to find the "Buick" name anywhere on their vehicles
Buick recently revealed the newly-designed look for its 2019 Buick Envision model. The Envision’s updated exterior design is defined by several aesthetic additions, such as winged taillights.
However, look closely near the liftgate of the 2019 Envision, and you might notice a significant design deletion. Namely, Buick has removed its own name from the back of the Envision.
GM Authority took notice of the missing Buick nameplate and reached out to the automaker for some answers. What they learned was that, starting with the 2019 model year, no Buick models will bear the brand’s name anywhere on the exterior.
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Buick was quick to note that the name of each Buick model, such as “Enclave,” “Regal,” or “Envision,” will still appear on the vehicle. Still, the only brand-specific iconography that is set to appear on the Buick fleet will be Buick’s iconic Tri Shield logo.
At first glance, it might seem that the removal of the “Buick” nameplate from the brand’s own vehicles serves to distance its current lineup from customer perceptions of what a Buick vehicle is like. CNET, meanwhile, reached out to Buick as well, and discovered the true reason for this design decision.
“Mostly, it was for global consistency because we don’t put the name badge on [Buicks] in China,” explained Stu Fowle, a Buick spokesman. “It also makes room if we decide to add an Avenir badge on the rear.”
At the moment, China serves as Buick’s largest market. This is also true for Buick’s brand cousin Cadillac.
Buick’s decision is a bold one, as even top-of-the-line luxury automakers like Lamborghini and Ferrari often list their brand names somewhere on the vehicle, albeit in smaller print. GM’s own Oldsmobile attempted a similar strategy back in the 1990s, ultimately with mixed results.
One thing is for sure: there will undoubtedly be an increase in the number of people declaring “That’s not a Buick!”
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