Buick Bringing Back The Red, White And Blue – From China?

Ronnie Schreiber
by Ronnie Schreiber
buick bringing back the red white and blue from china

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.

The current Buick logo/badge, in use since 2002

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

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2 of 14 comments
  • Nikita Nikita on Nov 27, 2012

    It wouldnt work today, but the 1913 script is my favorite.

  • WildcatMatt WildcatMatt on Jan 04, 2013

    If they're going to put the colors back onto the tri-shield, can they please restore the stags and crosses while they're at it?

  • Bd2 Other way around.Giorgetto Giugiaro penned the Pony Coupe during the early 1970s and later used its wedge shape as the basis for the M1 and then the DMC-12.The 3G Supra was just one of many Japanese coupes to adopt the wedge shape (actually was one of the later ones).The Mitsubishi Starion, Nissan 300ZX, etc.
  • Tassos I also want one of the idiots who support the ban to explain to me how it will work.Suppose sometime (2035 or later) you cannot buy a new ICE vehicle in the UK.Q1: Will this lead to a ICE fleet resembling that of CUBA, with 100 year old '56 Chevys eventually? (in that case, just calculate the horrible extra pollution due to keeping 100 year old cars on the road)Q2: Will people be able to buy PARTS for their old cars FOREVER?Q3: Will people be allowed to jump across the Channel and buy a nice ICE in France, Germany (who makes the best cars anyway), or any place else that still sells them, and then use it in the UK?
  • Tassos Bans are ridiculous and undemocratic and smell of Middle Ages and the Inquisition. Even 2035 is hardly any better than 2030.The ALMIGHTY CONSUMER should decide, not... CARB, preferably WITHOUT the Government messing with the playing field.And if the usual clueless idiots read this and offer the tired "But Government subsidizes the oil industry too", will they EVER learn that those MINISCULE (compared to the TRILLIONS of $ size of this industry) subsidies were designed to help the SMALL Oil producers defend themselves against the "Big Oil" multinationals. Ask ANY major Oil co CEO and he will gladly tell you that you can take those tiny subsidies and shove them.
  • Dusterdude The suppliers can ask for concessions, but I wouldn’t hold my breath . With the UAW they are ultimately bound to negotiate with them. However, with suppliers , they could always find another supplier ( which in some cases would be difficult, but not impossible)
  • AMcA Phoenix. Awful. The roads are huge and wide, with dedicated lanes for turning, always. Requires no attention to what you're doing. The roads are idiot proofed, so all the idiots drive - they have no choice, because everything is so spread out.