A GM top executive said that the automaker is considering changing the Buick’s famous tri-shield logo.
GM North America President Mark Reuss said that this would be the first logo redesign in more than 10 years. The current logo has three side-by-side shields enclosed in a circle and it is made in chrome. Mark Reuss did not say what determined the company to make this change, which can send customers into frenzy as it is an extremely sensitive process for an automaker.
“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.
Industry experts believe that the Chinese auto market is driving Buick strategy, as the brand has a long history there and has also been GM’s main contributor to making the US automaker the largest western automaker in the Asian country.
“I don’t really know what benefit it will be unless they’re thinking they will capture even more of the Chinese market by doing this,” said Peter De Lorenzo, a former auto industry marketing executive.