Hot spots every day, everyone wants to be on the "headlines", in this era where traffic is king, being able to become a topic itself represents that the audience's attention to you is high enough.
Recently, the speculation and controversy caused by the Buick bid change has rushed to the hot search on the major media platforms, there are many likes, there are also complainers, more are like the small editor of the melon eating masses, the concern is nothing more than: a car brand to change the standard, why will it attract so much attention from inside and outside the industry? In fact, the answer is very simple, because it is Buick, which is a weight-lifting role in the Chinese car market!
▲ Imaginary image / unofficial
To say that the brand is rebranded, it is not a new thing in the automotive industry. Previously, whether it was Chang'an, BYD, kia, Nissan, under the wave of "full flattening", their follow-up moves did not seem to set off too many waves, but this Buick changed the standard, but it became the focus of public opinion. This is not difficult to understand, after all, this is the biggest makeover in the past thirty years of Buick, and the deep meaning behind it, no matter from which dimension, is worth exploring.
Unfortunately, as of now, some media attention to buick to change the standard only stays at the aesthetic level of "good or not", and why should people change the standard? And the deep-seated reasons such as the strategic ambitions they have shown, but there is no time to touch them. Moreover, even if judged from the visual impression, Buick's new brand logo is fashionable in simplicity and youthful in bright, which is still quite in line with the mainstream aesthetic of the moment. Of course, aesthetics is a subjective experience after all, and the so-called horizontal view of the mountain side into a peak is just a matter of opinion.
Beyond the visual aesthetic, from the new Buick logo reported by foreign media, you will find that the original people are in the next big game. How big is it? The big change in the logo this time indicates: "The century-old Buick is about to be revitalized." "This reflects the boldness and determination of the Buick brand to actively embrace change and actively change and transformation under the great changes in the automotive industry that have not been seen in a hundred years." To put it more bluntly, the fact that Buick is about to change the Logo is not only the first time that it has adopted a three-shield parallel open design, but a clear signal released by Buick to move towards "high-end and electrification".
Understanding this, do you feel that the pattern is open: it turns out that the Buick rebrand is not only derived from the aesthetic needs of advancing with the times, but also the brand ambition of the sword pointing to the future! In connection with recent years, Buick has spared no effort to build a high-end sub-brand of Aivia, launched a "micro blue" new energy sub-brand and a GS trend sports car series, especially a series of actions such as accelerating the layout of the new energy market based on the Aoteneng platform, which further supports the interpretation of the significance of its rebranding.
Recalling the GL8 flagship concept car that was just unveiled last year and is close to mass production, it is a preview of Buick's new MPV forward-looking design and leading technology, symbolizing that the Buick brand will continue to open up a new market segment of higher-end and more luxurious MPV. I believe that this MPV will meet with you soon.
At the same time, at the launch of the Buick Electra concept car last year, it also depicted the evolution direction of the Buick brand under GM's new Aotene platform. The avant-garde styling design of the car, based on the Ultium Aotene pure electric platform research and development, the whole vehicle from the inside out is full of technology and futurism, which left a deep impression on people at that time. It is reported that the Buick Aoteneng platform model will meet with you in 2022, so whether Electra is expected to become the first mass production model equipped with Buick's new Logo, let us wait and see.
In fact, in the 24 years since entering China, every slight logo change or proposition update of the Buick brand represents its insight into the times and its vision for the future.
In 1998, Buick entered China and proposed to "build contemporary cars with contemporary spirit" and introduce the world's leading industrial system and value chain;
In 2004, Buick clarified the brand concept of "Quiet Mind, Long-term Ambition in a Thousand Miles", integrating Chinese culture and mainstream values, and presenting the broad vision and lofty ambitions of a generation of car builders;
In 2008, Buick looked forward to market trends, achieved transformation with "global platform European and American technology", and sought innovation in terms of products, technologies, brands and service experiences;
In 2019, Buick put forward the new brand proposition of "Meditation, Thinking Far, Wisdom and Traveling Thousands of Miles", actively integrating the superior resources in the global value chain to create a "smart" travel experience for Chinese consumers...
The upcoming appearance of the new Logo is to let people see the pattern of Buick open again: as a mainstream automobile brand with a century-old accumulation and deep ploughing in the Chinese market for more than 20 years, in addition to adhering to the unchanged original intention of "creating the era car with the spirit of the times", it will embrace the changes of the times with a new image, and continue to lead the new track of brand high-end and product electrification and intelligent connection! Obviously, this is the right way to interpret the Buick rebrand.
Upstream journalist Wu Jian