General Motors’ stable of brands each have an intended target audience but that doesn’t always translate into sales. Cadillac, for example, is clearly aimed at those who seek refinement and comfort similar to that of a luxury German car. Chevrolet appeals to the blue-collar worker and is GM’s mainstream brand while GMC is seen as another notch of luxury above the Golden Bow Tie. Buick, on the other hand, continues to struggle for its own identity and niche’ demographic that, more often than not, is beaten out by in-house brands. However, a badge overhaul appears to be on the way for Buick.
Mark Reuss, GM’s North America president, said that Buick’s badge may receive a much-needed facelift in the very near future. While Reuss didn’t just come out and say why GM was thinking about switching Buick’s badge up, it’s believed that this is part of the brand’s efforts to reel in a younger customer base. Rumors suggest that the badge would see its coloring and configuration completely changed. The current design features a tri-shield that Buick began using more than 50 years ago. A hawk also made its way into Buick’s badging for about 10 years starting in the mid-1970′s but that was later phased in favor of the tri-shield again. Each shield on the current design represents the LeSabre, Invicta, and Electra models. All of the aforementioned models have one thing in common; Buick no longer produces them and that’s believed to be one reason why Buick will move in another direction with its badge.
“There’s people who can look at the badge of a car and know exactly what they are and what time period they’re from,” said Jeremy Dimick, curator of collections at Sloan Longway’s Alfred P. Sloan Museum and Buick Gallery in Flint, Mich. to the Detroit Free Press. You look at the car and know it’s a Buick for sure. Any future logo you would think would retain components of that. The brand identity is so wrapped up in that.”
Besides looking to attract a younger customer base, the Chinese automotive market is believed to be playing a major role in Buick’s badge redesign. Last month, Buick managed to move 60,510 units in China, up 7.7 percent from the same month a year earlier. Buick accounted for 24 percent of all sales GM had in China last month. For those of you keeping score at home, that’s four times as many Buick models sold stateside last month. GM’s market share in China stood at 14.4 percent during the duration of the third quarter.
What say you? What should Buick’s next badge look like? Tell us what you think should be included in the comment section below.
Source: Detroit Free Press