Brand name recognition is a big deal. Word of mouth and having a recognizable logo are major marketing tactics in the business world. And it seems that, in time for the 2019 Buick lineup, Buick has achieved the ultimate goal of gaining customers who can recognize the brand’s vehicles from logo alone. Buick recently announced plans to drop the brand’s name from the 2019 Buick lineup, relying entirely on the tri-shield logo for brand recognition.
This marketing decision comes in the wake of a survey conducted by Buick at the beginning of 2017, the results of which showed that 73 percent of drivers could recognize Buick vehicles from the logo alone. It’s also another strategic move by the brand to switch up expectations and preconceptions of Buick. In the past, the Buick name was associated with an older target demographic, while the automaker is currently aiming to appeal to a broader (and younger) audience. Dropping the Buick name from the back of its vehicles will also leave room for the new Avenir sub-brand badging.
The new Buick lineup, soon to be available at Ron Smith Buick GMC, will continue to deliver the brand’s “attainable luxury” while also building and expanding the new Avenir sub-brand. By leaving off the Buick name, the brand is taking another step towards revamping its image.