The explosive growth of the new energy automobile industry has not only attracted a number of technology companies such as Xiaomi and Baidu to build cars across the line, but also further promoted the development of the upstream and downstream industrial chains, of which the battery industry has achieved a Ningde era with a market value of trillions. In addition, it has also improved the KPIs of a number of designers, because the traditional giants standing at the intersection of transformation, the first step is to replace the original logo, such as the recent Buick.
Flat design, Buick's new standard leads to ridicule
Recently, Buick's latest application for brand logo was officially unveiled, and the new LOGO mainly adopts a simple flat design. In contrast to the original logo, the new logo removes the original outer ring encirclement, and the three shields also cancel the original stepped arrangement, arranged at corresponding intervals in the same horizontal line.
Different from the previous bid-changing companies, Buick's new LOGO and the existing one form a strong contrast, which also makes the new standard appear on the Internet to cause a lot of discussion. On the morning of March 23, the news about Buick's bid change even appeared on weibo's hot list, and many netizens posted their views under the topic.
"Three nail clippers", "nucleic acid test tube" and other settings are from the topic of hot reviews, in general, netizens have their own opinions about the new design of this Buick, some think that the simple, retro design looks more advanced, and some think it is not as good as the original. From the appearance of the car logo, in fact, is each flower into each eye, the design of the LOGO patent drawing we do not have the right to worry too much. However, as the "stepping stone" of the brand, if the bid change fails, then the brand's image in the minds of consumers will also be greatly reduced, and examples of plummeting abound, on the contrary, successful examples are also grasped.
The car logo, which is more in line with the current simple and retro aesthetic, can indeed make consumers' liking for the brand rise sharply to a certain extent. The new logo has not yet been released, and it looks only black and white on the patent map. We still do not discuss whether it looks good or not, in the current new energy outbreak market background, the replacement of brand LOGO seems to be very common, including BYD, Volkswagen and other traditional brands have made new designs for the car logo in the transformation, and Buick's new car logo is also regarded as a sign of its electrification transformation.
The first car + new standard, buick electrification era will begin
As one of the sales pillars of SAIC-GM, Buick occupies a very important position within the group, unlike Cadillac and Chevrolet, which have been in a precarious state, with GL8, Yinglang, Uncovi and other volume models, Buick has maintained good results.
However, in the automotive market in recent years, seeing the luxuriant new energy industry, the German system represented by Volkswagen, and the Japanese system represented by Honda and Toyota have begun to explore new roads, and Buick, which has not yet begun to exert its strength, has obviously lagged behind a lot, and the brand reputation is far less than that of Volkswagen and other friends who have been shoulder to shoulder.
As soon as Buick's new LOGO was unveiled, many foreign media speculated that the new standard would be used in the mass-produced version of the upcoming Buick Electra concept car. First of all, from the appearance point of view, the flat design is in line with the industry rules of the previous car brand to renovate the new car logo for electrification; secondly, from the perspective of Buick's internal view, it does need such an opportunity to tell the market that the tone of this century-old brand is about to start to turn around, bid farewell to the era of fuel vehicles, and start again towards the era of new energy.
The media speculated that the first model of the new standard, Buick's first new energy concept car, the Electra, was officially unveiled at the 2020 Shanghai Auto Show, and the butterfly door design and the ambient lights surrounding the car further strengthened its scientific and technological attributes. Based on Buick Automobile's new electrification architecture platform, the new car is equipped with a new electric drive system, with a maximum power of up to 435 kilowatts, a pure electric endurance of more than 660 kilometers, and a maximum of 4.3 seconds to break through 100.
Judging from the information currently revealed, the new car may be officially unveiled this summer. The first concept car Electra's strong product strength can be retained after mass production we still don't know, but with Buick's style of competing with product strength as always, this first electric vehicle is also very worthy of our expectations, coupled with the first use of the new LOGO, Buick carefully prepared for the first battle of the transformation.
In fact, during the 2021 Guangzhou Auto Show, Niu Feng, director of the marketing department of SAIC-GM Buick, once revealed his electrification plan for the brand in an interview with the media. According to the situation revealed by Niu Feng, before 2025, Buick will launch five electric vehicles based on the Aoteneng platform, and Electra is also the most likely to become the first mass production model of the Buick brand under the platform.
Write at the end:
Like many car brands in the industry, Buick's rebranding is also for the transformation of electrification. Unlike the small fights of friends, Buick's bid change this time basically overturned 70% of the previous design, retaining only the design of three shields, which is very bold, but also more able to show its determination. As the saying goes: reluctant children can't trap wolves, and the new image of the bold can make consumers see a "new Buick" full of ambition. The first electrified model, coupled with a new brand LOGO, this summer we may usher in a new Buick.