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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.

Lutz dishes dirt on GM in latest Autoline Detroit

Bob Lutz sits down for Autoline Detroit - Click above to watch video after the jump
Autoline Detroit recently played host to Bob Lutz, and, as is always the case, the former General Motors vice chairman dished out some great commentary. Lutz was promoting his new book Car Guys vs. Bean Counters: The Battle for the Soul of American Business, and talk quickly turned to his role as it related to product development and high-level decision making at GM. While on the topic of brand management, Lutz revealed a few rather interesting tidbits about his former employer:
All Chevrolet vehicles were required to have five-spoke aluminum wheels and a chrome band up front, as part of the Bowtie brand's overall image.

Buick shows off new Ultra Luxury Interior for LaCrosse

The options sheet of the 2014 Buick LaCrosse gets all kinds of fancy with the addition of the Ultra Luxury Interior. Pointing its Tri-Shield logo at the world of haute luxury, the cabin treatment combines sangria leather with ebony accents, shadow tamo ash wood trim and a microsuede headliner to "drive fashion forward."
You'll need to start with LaCrosse models with the 3.6-liter V6 and either the Leather, Premium or Premium II trims to go all Brioni and Buckingham on the cabin, and the privilege package will run you $2,495. We're told that you won't find such contrasting hues anywhere else in the class, though, and that kind of exclusivity might make any price a bargain.
You can find more information on the Ultra Luxury Interior in the press release below, along with some intensely fashion-foward gobbledygook.