According to a report in the Detroit Free Press, GM North America President Mark Reuss has suggested that Buick might be revising its “tri-shield” logo, which dates to the 1950s. The current all chrome version has been in use for the past decade or so.
Buick has been using a shield in its logo since the 1930s. The tri-shield was introduced in the late 1950s and is said to represent the LeSabre, Invicta and Electra models, popular then but discontinued at the present.
The change could involve a return to the red white and blue color scheme that the shields used to wear. As seen in the picture above, the Buick logo has a long and confused history, where proponents of spelling the name “Buick” (or “BUICK”) wage war with friends of medieval heradldry. Sometimes, an eagle soars as a compromise, only to be shot down for Red, White & Blue shields. With China a big part of Buick’s (GM sells 4 times as many cars with a Buick brand in China than it does in the U.S.), one might think that the Detroit automaker would be reluctant to wave the colors of the American flag on its products there. But it’s not as it seems – knee-jerk reactions often reduce us to jerks on knees.
Ironically, China is where the initiative for the red white and blue Buick logo seems to be coming from. In China, Buick never gave up the Red White & Blue.
The red white and blue Buick logo is a familiar sight in China, as this badge on an all chrome Excelle, sighted at last year’s Shanghai Auto Show, proves.
All this just goes to show how much influence China wields on GM. So much that it might even reintroduce the Red White & Blue to America.
Ronnie Schreiber edits Cars In Depth, a realistic perspective on cars & car culture and the original 3D car site. If you found this post worthwhile, you can dig deeper at Cars In Depth. If the 3D thing freaks you out, don’t worry, all the photo and video players in use at the site have mono options. Thanks for reading – RJS