Speaking of Buick, it is not unfamiliar to Chinese consumers, as the earliest foreign brand to enter China, General Motors began to establish a factory with SAIC Motor in 1997, and a year later, in 1998, the first Buick New Century was officially launched in SAIC-GM, which also opened the development of the Buick brand in China.
After Buick entered the Chinese market, it also launched many classic models, such as the new century of china's trip with the identity tag of middle and high-end cars, the business MPV Buick GL8, the Prow built from the prototype Opel Corsa, the family car Kaiyue, the mid-to-high-end classic sedan LaCrosse and Regal and so on.
How important is the Chinese market to buick brands? Maybe only the market can verify it. In fact, as early as 8 years ago, when Mary Bora, the Iron Lady, took over the baton of former chairman Axon and became the first female boss in GM's century-old history, there was already a clear foreshadowing. The new CEO visited China in the first month after taking over, and the first thing he mentioned was "thanking" the Buick brand.
It can be said that Buick is GM's biggest contributor in the Chinese market. Today, Chevrolet is "half dead" in the domestic market, Cadillac as a second-tier luxury brand is still struggling to support, only Buick has become the largest sales pillar of General Motors. In 2018, Buick became another single car brand after North and South Volkswagen to deliver 10 million new cars in the Chinese market, and of this 10 million, Buick only took 20 years. The success of Buick we do not need to discuss, today's news, and Buick has a lot to do with it, but also involves the future Buick car owners, that is, Buick is expected to change the new brand LOGO.
A few days ago, we learned through foreign media news: Buick registered in the United States Patent and Trademark Office (USPTO) to apply for a new style of brand LOGO, it is reported that the new application of the LOGO can be used for "motor vehicles, that is, cars", "car electronic keys", and even related to glasses, clothing and other automotive peripheral products, which also means that the Buick brand or will usher in the LOGO (logo) update, but when to replace the new standard is not clear, when it can cover the domestic market, it is also unknown.
This is the new LOGO flat display effect (patent diagram)
Buick brand new logo (hypothetical image)
Comparison of old and new logos (the logo on the right is a hypothetical image)
The new logo directly changes the three shield logos of the original "ladder" layout to horizontal equal spacing, in addition, the new LOGO also directly cancels the outer ring, and the overall look is more simple. In terms of LOGO color matching, it is expected to continue to use the current iconic colors of red, silver gray and blue on the basis of the newly patented drawings to maintain the existing classics. There is also media speculation that because the new LOGO design is simple, it can also use a simplified solid color design, which can be used in new energy vehicle models such as pure electric, but GM has not clearly stated or confirmed in this regard.
Simplified, it can also be used as a luminous LOGO (hypothetical diagram)
As a century-old American car brand, the LOGO of the Buick brand has also undergone many changes and derivatives. As a sub-brand of GM, the Buick brand was established in 1904 and has a history of 120 years, and its important markets are North America, Asia, the Middle East and other regions represented by China. In overseas markets, the Chinese market is its largest automotive market.
After Buick has undergone multiple generations of LOGO evolution, in 1959, the Buick brand changed the thick border shield label to a three-shield logo, and surrounded by a ring through blue, white (later changed to silver gray), and red. Later, the Buick brand also used the "Eagle" logo as a brand logo on some models, but it did not last long. Since 1990, Buick has re-activated the three-shield logo, but it has undergone several evolutions and has been used to this day, becoming one of the most classic universal logos.
If the application for the bid change is successful, for the Buick brand, it also means to reshape the image, its models will also be renewed, after the new LOGO, in the end whether it will be accepted and recognized by users, is unknown, what kind of market performance will be there after the new car bid change, let's wait and see!
At present, in the domestic market, in addition to the Sales Pillar Yinglang and the Buick GL8, which is thriving in the market segment, Regal, LaCrosse and Oncovie are also struggling in the same market. What kind of market feedback Buick will have after the bid change, we will continue to pay attention to it.