Once a symbol of American luxury, the Buick brand has taken a backseat in recent years and, as a result, has fallen from grace. That’s not to say its latest offerings are poor, but they’re nothing like they once were. In recent years, the brand has been relegated to selling poorly disguised Opel/Vauxhall products here in the US.
Simply put, the brand doesn’t enjoy the popularity it once used to, with models such as the Encore set to be discontinued very shortly. As the electric era beckons, there’s no better time to rebrand. We previously reported on the brand’s reinvention when CarBuzz discovered a trademark for a redesigned Buick logo. At the time, the carmaker chose not to comment. “Buick has no announcements to make in relation to speculative reports regarding a logo change.”
However, an image of the new badge has surfaced on Instagram, confirming our suspicions. Seen below, the new, modernized badging is affixed to what appears to be a new steering wheel design.