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Buick's new logo ditches the ring, levels the shields

Buick's logo is about to receive a relatively major update. The new-look emblem appeared in a trademark filing in March 2022, and a leaked image posted on social media has given us a better look at the design that should appear on production cars in the not-too-distant future. Published on Instagram by an account called Buick_Saudi_Arabia, the photo shows what seems to be Buick's new logo on the middle of a steering wheel. The changes made aren't groundbreaking, but they're certainly noticeable. The ring is gone, and the red, white, and blue shields are separated from each other and positioned on the same level. As of writing, the shields are staggered and surrounded by a ring.           View this post on Instagram                       A post shared by Buick Saudi Arabia (@buick_saudi_arabia) One question that comes to mind is: why now? Buick has used its current logo for decades without significantly updating it, so what prompted the company to give the design a makeover? Several factors undoubtedly influenced this decision, but one that's worth shining light on is that the brand is no longer twinned with Germany-based Opel. For many years, some Opel-designed models made their way to the United States with Buick emblems on both ends. No one in Europe has heard of a Buick Regal; folks there know the sedan as the Opel Insignia. And, since the visual differences between these cars were often minor, using a Buick logo whose basic silhouette was similar to Opel's logo simplified the design process. Neatly integrating, say, Chevrolet's bowtie-shaped emblem into the Insignia's grille would have been harder, though more improbable acts of badge-engineering have been committed (the Ford Maverick was once a Nissan). General Motors sold Opel to PSA Peugeot-Citroen in 2017, and both carmakers are now part of Stellantis, so Buick's trans-Atlantic design ties have been cut. Losing the Opel connection gives Buick's design team more leeway to experiment with new ideas, like a revamped logo. Keep in mind that nothing is official yet. Full details and an explanation of what the new logo means should emerge soon. Why the shields? Buick isn't rooted in sword-fighting, so why have shields appeared on its cars for over 60 years? The answer, according to Buick, is relatively vague. What's certain is that the tri-shield logo didn't appear on Buick's early cars.

2017 Buick LaCrosse priced at $32,990

Buick has announced the starting price for its totally redesigned LaCrosse sedan, and it's looking competitive. According to the company's consumer website, the base trim will start at $32,990, while the vehicle featured on the page is helpfully listed as "As Shown: $45,560." Buick is being coy about the standard equipment list, but we do know a few traditionally higher-end options will be free of charge, including an eight-inch touchscreen that's compatible with Android Auto and Apple CarPlay, and HID headlamps. General Motors' 4G LTE wifi is a no-cost feature (although you'll need to shell out for a data plan, eventually). The optional extras list, which will include goodies like adaptive cruise control, hasn't been published yet. Underhood, all LaCrosse models will get eight-speed automatic transmissions paired with 305-horsepower, 3.6-liter V6 engines. The new powertrain, plucked from the Cadillac XT5, has stop-start and cylinder deactivation as standard to save fuel, although it's still too early to predict where the LaCrosse will fall on the EPA scale. Front-wheel drive is standard, but all-wheel drive will be available for a unknown premium. Buick says the sedan's reasonable starting price backs the company's "position of attainable luxury." And that's true. At $32,990 the LaCrosse is $560 less than the $33,550 base Toyota Avalon, $355 less than the $33,345 Nissan Maxima S, and $850 less than the $33,840 Kia Cadenza. Only the antiquated Ford Taurus, at $27,985, can undercut it. On the opposite end, the LaCrosse is $6,945 less than a front-drive Lincoln MKS and $6,060 less than a Lexus ES. Starting prices are useful tools for comparison but they only go so far – we'll have to wait until next month, when full details are released, to see how truly reasonable the LaCrosse's price is.

Buyers resent low inventories, prices over MSRP, study says

Vehicle inventory low, vehicle transaction prices high, customers fretting … welcome, J.D. Power, to the era of supply and demand. In a recently published survey from one of the auto industryÂ’s top analytical firms, findings show that customers' satisfaction with vehicle purchases in the United States this year has dipped for the first time in 10 years. The 2022 U.S. Sales Satisfaction Index (SSI) Study found that overall sales satisfaction has dropped to 786 (on a 1,000-point scale) from 789 in 2021. In that year, higher than expected trade-in values softened the effect of new vehicle price increases. But in 2022, on top of trade-in prices shrinking, many dealers elected to charge more than the ManufacturerÂ’s Suggested Retail Price, a factor that did not sit well with buyers. “When dealers charge more than MSRP, particularly with long-term loyal customers, they risk a potential long-term negative effect on customer advocacy and service business," said Chris Sutton, vice president of automotive retail at J.D. Power. Satisfaction among buyers who paid more than sticker price is 757, while satisfaction among those who paid the sticker price or less is 850, the Power report said. The lack of dealership inventory was also a customer irritant, J.D. Power found, a point that automakers and their dealers may want to consider. Many have maintained, or considered maintaining, a smaller inventory in the wake of the pandemic, keeping costs down and driving more customers toward factory orders. Regarding those consumers shopping for electric vehicles, the survey said that more than a third of them “failed to get instruction on EV charging before they left the dealership, which notably affects satisfaction.” Said Sutton, “Salespeople donÂ’t need to show gas-powered vehicle buyers how to fill their tank, but they do need to show EV buyers how to charge their vehicle.” There are positives to the Power conclusions, however, especially for Alfa Romeo dealers. The Italian brand ranked highest in customer satisfaction among premium brands with a score of 833, with Porsche a very close second (831) and Lexus (819) third. Alfa is on something of a roll these days, with its compact Tonale crossover due for release in the spring, and a new sports car in the works. Meanwhile, in PowerÂ’s “mainstream brand”” segment, Buick ranked first with a score of 825, followed by Dodge (816) and Subaru (804), all performing higher than the industry average.