Buick Drops Name Badge on 2019 Models

General Motors Co.’s Buick unit is removing its brand name from the marque’s 2019 model-year lineup in the U.S.

Company officials confirm the plan, which was first reported by the website gmauthority.com. The de-badging starts with the Envision crossover (pictured) this spring.

New Buick models will continue to sport the brand’s iconic tri-shield logo, which the company says has 73% recognition rate among car buyers. The red-silver-blue logo is displayed on the front grille and rear of the vehicle. The Buick name, formerly located near the left taillight, will disappear.

Removing the Buick name in the U.S. reflects how the nameplate is marketed in other markets, the company tells The Detroit News. Buick already eschews name badging on vehicles it sells in China, for example.

Eliminating the Buick name could free up room to promote the carmaker’s new upscale Avenir sub-brand, the newspaper notes. The Avenir name was introduced last autumn on the redesigned Enclave crossover and is expected to be used on the bulk of new Buick models as they are introduced.

Buick says it is repositioning itself in the premium segment. This includes becoming a “more understated brand” that appeals to a younger generation of buyers.