Content with its progress in revamping the Buick lineup, General Motors says it is considering updating or replacing the division's three-shield logo.
GM's top North American market executive, Mark Reuss, told journalists gathered in Detroit that a new look might be in order, although he declined to give any specifics.
The Detroit News reports that any new look for the Buick logo will be driven by the Chinese market, which has emerged as Buick's strongest by far. Buick representatives in North America have been unwilling to comment on any potential changes to the brand's logo.
The Buick badge has been unchanged for over a decade and its basic design dates back to the ancestral coat of arms of division founder David Dunbar. Initially, Buick's logo was a single shield, but two were added in the early 1960s to signify the brand's expanded lineup. The tri-shield look went away in the 1970s when Buick's "hawk" arrived, but that was short-lived since the three shields returned in the 1980s.
The current Buick tri-shield badge was simplified about a decade ago.