Buick Going “Tagless” Starting With 2019 Model Year

Premium brand eliminating "Buick" name badge across vehicle line-up.

by on Mar.12, 2018

A closer look at the rear cargo door of the 2019 Envision reveals that the "Buick" name badge is missing.

Buick is making a small, but significant change to is line-up for 2019: it’s taking its name off the back of its vehicles.

First noticed by website GM Authority on the 2019 Buick Envision, the plan calls for the name disappear from all Buick vehicles, although it’s unclear if that will occur for 2019 or over a period of time.

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However, “representatives recently told GM Authority that Buick will stop using the brand badge on the rear of its vehicles, starting with the 2019 model year.” The only brand-centric badges that will remain are the three-color Tri Shield logo and the model nameplate, such as “Envision” or “Regal.”

The move is unorthodox, although not unprecedented as Audi, Hyundai and Volkswagen also have eliminated their names from their vehicles. In fact, it’s not even the first time a General Motors brand has done something similar.

(To see our first look at the 2018 Buick LaCrosse Avenir, Click Here.)

In 2009, GM removed its “Mark of Excellence,” the little silver GM logo, from all its cars and trucks, leaving just the GMC, Chevrolet, Cadillac or Buick logos on the vehicles.

Additionally, the brand may have foreshadowed this move with one of its recent concepts. The Buick Avista concept that wore only two Tri Shield logos and its model name on the decklid.

(Click Here to see how Buick is moving upscale with new Enclave Avenir.)

The brand is also generating interest by offering a free month of Wi-Fi for U.S. owners of Buick vehicles equipped with OnStar 4G LTE Wi-Fi for the duration of March Madness.

Buick is also launching an NCAA Tournament app that allows drivers to listen to live audio s of March Madness action while driving. The app will be available during the NCAA Tournament on Buick vehicles that come with the Shop icon on their infotainment system. The app requires an active Wi-Fi connection.

(Buick takes on the import hot hatch crowd with 310-hp Regal. For the story, Click Here.)

Buick sales were up 1.2% in February, although at the retail level, they were up 6.8%, according to GM. For the calendar year, the brand is up 2.5% with 29,970 units sold.

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