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Buick to drop its own name from future cars

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2019 Buick EnvisionBeginning next year, Buick won't put its signature on its cars. Instead, the only identifying mark to notify onlookers that they are behind a Buick will be the red, silver and blue “trishield” emblem. The only words to appear on the rear will be the model name, like Regal or Enclave. The trend was picked up by GM Authority, which first...

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Wonder if this is in relation to their ad scheme and people still thinking Buick's are for old people

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I have mixed feelings about this since I grew up in Flint Michigan - home of Buick. 

First, I applaud GM for trying to do something daring to break Buick out of the "grandpa" car reputation that it has. However, I doubt few people know what the tri-shield even stands for. It was introduced in 1959 to showcase Buick's all new line up - the Invicta, the LeSabre, and the Electra.

Second, I think this could be a mistake because this could have negative consequences or backlash. For example, what kind of car company won't even put its own name on it's own products? Time will tell - just ask Mitsubishi  it went for them.

However, I think the road to Buick's reputation overall lies with its product mix and styling.  Buick is placed squarely between Chevrolet and Cadillac. So entry level luxury is essentially their target customers. Cadillac was turned  around in the 2000s with aggressive styling, performance variants, and even trucks (Escalades). Buick needs to stop being just mid-size cars and SUVs. They have to have some performance cars beyond the turbo Regal GS. They need something off the ATS/CTS platform. Bring back a  RWD Grand National or RWD Turbo Regal. If GM won't bring back the new Trailblazer that's running around Asia, why not bring it back as the new Buick Rainer - with a V8 option?

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1 hour ago, Frosty said:

They have to have some performance cars beyond the turbo Regal GS. They need something off the ATS/CTS platform. Bring back a  RWD Grand National or RWD Turbo Regal.

Agreed here. Saw a Regal GS ad on Saturday and was curious about options as I actually quite liked it. AWD and V6 turbo option of just 300hp that costs around $40k when properly equipped. For $40k, I'd rather an NA V8 and RWD.

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Me too Ringo. The marketing heads at GM still don't understand us RWD bigots and performance fanatics. They think we should rightfully shell out $45k and up for a V8 RWD car just because we want one and they can charge that much. I am not interested in a twin turbo I-4 2.0L anything. I don't think it should cost an arm and a leg and a couple of other extremities to get there either. 

Now I saw a Regal wagon on the road this weekend for the first time and I did like the lines, it reminded me of a Volvo wagon. Still I want a RWD wagon, none of this AWD junk based on a FWD platform.

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I found this rather scathing rebuke of Buick taking its name of its cars - from Forbes. The author makes some interesting points.

https://www.forbes.com/sites/davidkiley5/2018/03/13/is-gm-mapping-the-end-of-buick-in-america/#5e55483a2e84

 

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