2023-07-03 13:15:47
With the Mexican Institute of Industrial Property, Buick has filed a trademark for the name “Buick GS”.
It is the first time this particular designation has been applied for as a stand-alone model. And it will be a car, since the brand was registered in the Nice 12 classification, specifically for motor land vehicles, that is, cars.
The GS badge has previously been used and previously trademarked alongside other model names.
For example, the name Electra GS is already trademarked, and recently there have been several models bearing the badge.
The last vehicle to wear the GS badge was the Regal GS, which was phased out in 2020. Other famous examples include the Riviera GS, Wildcat GS, and Century GS.
But “Buick GS” as a trademark name suggests something else entirely—not a model, but a standalone model bearing the GS name.
The GS or Gran Sport designation arrived in 1965 as an optional extra for the Skylark and Riviera.
It was meant to signify performance, so Buick installed a 6.6-liter “Nailhead” V8 under the hood. Buicks were already considered luxury cars, so all the American automaker needed to do was add power. They ended up being real lemons.
Today, Buick is no longer a GM brand swarming in China, and is reportedly in the process of reinventing itself, a process that began with an entirely new global identity. something we doubt
Buick introduced the electric Wildcat concept and said it wanted to go fully electric by 2030. Buick even began forcing its dealers to invest $300,000 to sell electric vehicles, which it has yet to launch.
Buick Wildcat
The 2024 Envision and 2024 Envista Coupe remain heavily combustion-powered, and no electric Buick has been shown to consumers until now. Signal that will not see the light beyond 2027?
The registration of the Buick GS reminds us of when Oldsmobile launched the Omega, a performance model that was “Supposedly” for the young.
I remember the presentation of the Omega. I stood before the brand’s public relations officer and told her: Do you want to sell this to young people? They never once more invited me to the brand’s presentations. Oldsmobile closed in 2004.
Buick was the first American brand to settle in China and succeeded when there were almost no car manufacturers in China, where Buick was noticed by the elite in China.
Buicks were powerful cars with a lot of visual flair and were the cars of choice for government officials in that country.
Buick has been selling SUV’s and had carved such a niche among the female audience, that most female owners got tired of the mechanic being their best friend, (and husbands too).
The only way out for a brand like Buick is to create distinctive electric vehicles, and it’s a big investment that I don’t think General Motors would make to a brand that is going the way of Oldsmobile.
The GS designation is Buick’s choking slap in the hopes of getting some youngsters into the brand. Oldsmobile already treated it. That’s how it went.
Data: Car buzz
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