What's in a Name? Buick Goes Emblem-Only on 2019 Models

05-buick-envision-2019-exterior-rear-silver.jpg 2019 Buick Envision | photo by Brian Wong

How familiar are you with Buick’s tri-shield logo? The brand is hoping you’re very familiar with it because that’s all that will adorn its model-year 2019 vehicles. The Detroit News is reporting that Buick is removing its brand name from its cars and SUVs, starting with the 2019 Envision this spring.

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The GM premium brand’s tri-shield logo will still be on the front and back of all vehicles, and spokesman Stuart Fowle told the Detroit News that Buick’s research on logo recognition showed that 73 percent of those surveyed were able to connect the badge with the brand.

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Fowle also said that the removal of the name is a move toward “global consistency.” The brand’s vehicles in China don’t carry the Buick name, and that is a significant market for the brand.

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