After reading this thread yesterday, I went out to the garage and looked at the steering wheel of my wife's new Regal. I have to admit, that in the three months we've owned it, I haven't driven it. I bought it for my wife, not for me.

The tri shield on the steering wheel was fine. It didn't need any change. Color wouldn't make a difference. Remember the KISS principle, "Keep It Simple Stupid".

When I came in from the garage I opened the latest issue of AutoWeek. The Mercedes ad on the inside front cover features an S-Class dash and steering wheel, with a simple three point star in the middle of the steering wheel.

I must admit that the badge pictured in the nose of the Regal Sportback looks funny, but I'd have to look at it in real life to voice an opinion.

As far as "Old Folks", I live in an "Old Folks Community" and there a lot of old folks here that drive what most people would consider to be "Young Folks" cars. We have a nice collection of Vetts, Camaro's and Mustangs here, with a few rebuilt 1950's Ford pickups with monster motors. I've only seen one '56 Buick, so Buick must not be an "old folks car".

 

Car business axiom: " You can sell an old man a young man's car, but you can't sell a young man, an old man's car"

 

Buick has far bigger issues than a logo, and there's nothing at all wrong the logo.

It's about the cars, Stupid.

 

Rule of thumb: When headlines are in the form of a question, the answer is usually "no."

 

Yes, because we all know how well logo changes have worked out in the past. This?

 

Yes, because we all know how well logo changes have worked out in the past. This?

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Regardless of whether they kept the old logo around or used this one GM was going to kill Oldsmobile anyways.

 

The Cadillac logo 'fix' looks much worse than the previous logo.
Buick's isn't bad.
The Chevy Bowtie should change to black chrome

 

How about this?

 

Talking about majoring in minors. Buick does not need a change for their logo. I remember the last time they attempted something back in the 80's with a Hawk design for their magazine adverts. What Buick needs to do is design and build attractive and desirous automobiles, maintain and continuously improve quality to enhance positive perception of the brand, continue and solidify efforts to get younger buyers to consider a Buick.

If anything Buick should increase visual presence with the current red white and blue logo. Use the classic Heritage tri shield for brochures and promos as eruditely posted by sfbreh to convey tradition and luxury.

 

I really don't see an issue with the logo. It isn't out-of-date or anything like that. Cadillac removing the wreath from the crest and modernizing the crest worked. I don't know how you modernize a tri-shield.

They've also used that same logo on their very impressive looking concept vehicles and it works just fine. Just peak at the Avista again and see if the badge looks out of place.

 

Confident brands are reluctant to change their logos.

Ford, Chevrolet, Mercedes-Benz, Audi, BMW.

 

What are they going to do?.. Add a fourth shield?

There's nothing wrong with the logo. Stop trying to fix what's not wrong.

 

How about a logo that is "more" right?

 

I'd make the logo front and rear larger, make it out of quality materials, and wire it for lighting. Switch on dash.

 

Would love to see an ALL NEW logo. Get rid of all and re-start the brand.

Cars are great but every time I sit in a Buick I see that ugly logo on the steering wheel and I think I don't know if I could look at that every day.

 

I think if you were to place the Buick emblem side by side next to other automotive emblems without any verbage, ask the general population to connect the logo with the brand, I would bet those who would be able to correctly identify the Buick emblem would be few. Sales are up as it is and I don't think you are going to sell one more car with a different emblem. However the logo "properly executed" is extremely important to brand identification. You only need to look to the Chevy Bowtie or the image of the Ram for Ram pickups to see that. Does the current logo represent the brand in a memorable way? I don't think so and we owned a Lacrosse until just recently, so I am a fan of Buick. A logo represents the car and the company. Does the three shield logo do that? I have no idea what it stands for and I doubt there are many that do. So you have logo with a image that few know the meaning of other than you may know that it represents Buick. My personal take on it is that the logo doesn't represent the brand very well, its meaning is lost, it doesn't look that attractive and with sales up, now would be a great time to update the logo.

 

Obviously there is a moron so insecure with the tri-shield logo that he probably thinks Buick should use a boring assed big stylized B in a circle. (read boring like the Lexus L logo which look like a big nose).

There are storied European car brands that have always used family crest type logos which they would never consider changing.

I think the Buick logo is still attractive, straight forward and distinctive, especially with the red, white and blue colours.

The tri-sheild emblem was concieved in 1959 to represent the three buicks models they sold at the time, Electra, Invicta and LeSabre.

The only thing Buick needs to do is continue to bring stylish and innovative quality product.

 

I do think the logos on the interior need to be red and blue the exterior

 

I currently drive 2017 Regal. Even though the logo is just chrome on mine. It looks fine.

The issue with the 2018 Regals I saw at the autoshow is instead of adding color to the raised beveled logo, they've made it a cheap picture inside a glass or plastic circle. It looks like a keychain or fridge magnet tacked on to the grill. This is especially strange when on the trunk lid, it is a nicer raised and beveled logo. It's not about the logo as much as it is about execution. And I agree, the colors on the steering wheel logo would look nice. I loved the red dart on my old G6 steering wheel... if nothing else it breaks up the black and chrome interior with a splash of color.

 

Was that 2017 Buick Regal photo taken from inside a prison?

 

Now I'm not a fan of current Cadillac styling but I was a bit miffed when they got rid of the wreath.
But I do like a couple of the Buick models and my wife and I are getting close to buying a new vehicle.
Getting rid of the Buick logo would seem like a slap in the face.

It is the product, not the logo that sells new vehicles.
Obviously product has to change.
But continuity of the logo is a way to link all your previous and current buyers to future product.
"Yes, we remember you and all the past Buicks that you loved as we work to bring new Buicks for you to love too."

 

No. The logo is fine and Buick sales are on the upswing, so this is a non conversation. Buick's image as that of an elderly person's car is fading. Fast. Average buyer age is falling.

I think we can all agree, by looking around the new car of the senior citizen set is a Toyota Camry. Lexus too.

There are still Centuries, Lesabres and Lucernes on the road which give the elderly vibe, but those logos aren't the red white and blue.

The one thing I would have done is dumped the LaCrosse name in 2010. The 2005-2009 Lacrosse looks like an old lady car, the newer generations do not. Invicta would have been cool.

Buick could also add some fun colors to the lineup. How about the Avista blue to Lacrosse and Enclave? Stop offering two whites and make one a color.

 

I personally think it's completely unnecessary for Buick to change the logo. To be quite honest I see a lot of younger to middle aged women driving Enclave's and the Regal has quite a few younger drivers (myself included) so I feel that Buick's image isn't all doom and gloom. If GM would offer sportier options and more high performance GS models they could help lower the average age even further.

 

I think they should change it, but as said above it will not generate sales. But it will be another incremental piece of the puzzle to take away the "old peoples" car image.

Logo's have changed over the decades, its only been in the last few decades that they stopped changing. GM's logo's stopped changing with the times as did their cars. The cars are changing, its ok to change the logo too.

I still get people calling my Cadillac (ATS) and old people's car. I ask if they've ever been in one, always the answer is no. Buick suffers from the same bad image, GM needs to do things big and small to help change perception.

 

Logo's have changed over the decades, its only been in the last few decades that they stopped changing. GM's logo's stopped changing with the times as did their cars. The cars are changing, its ok to change the logo too.

You mean like Audi, BMW and Mercedes logos have been changing?

 

If you want to change the logo to get rid of the elderly image, you need to go all the way and also change the name of the car.

 

OK I'll take you on just for spite and to stir something up. Change it to WHAT?

 

No leave it alone for God's sake. Cadillac's logo didn't need a redesign like we don't need any more disasters. Leave stuff alone. Buick is finally putting the color back in it, which was sorely missed. Leave it alone.

 

I like the current badge.

 

If I just sprung for the Avenir trim, I would like the Avenir name on the steering wheel...like GMC does with Denali

 

Having restored a few Buicks over the years... I've grown fond of the tri-shield. I don't think it needs to be changed.

How'd the re-imagined, youthful Cadillac crest do for reinvigorating Cadillac sales? :