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Brand | 6-10-24

Buick’s new tagline

reflects the brand’s elevated spirit and style

There's a feeling you get when you sit behind the wheel of a Buick. It’s a sense of something special from the moment you close the door.


Driving a Buick is an elevated experience, from the texture and quality of the materials around you to the refined performance and thoughtful features that enhance your driving experience.


Buick recently introduced a new tagline, Exceptional by design, that perfectly captures the essence of its lineup through impeccable design, innovation, technology and luxury. Beginning with the restyled tri-shield badge that was introduced last year, Buick's latest models exude a bold aesthetic with beautifully sculpted surfaces and dynamic proportions. It's a new design language that truly provides owners with a real sensory experience, making every drive an immersive and enjoyable one.

Made for you

Design has always been a priority for Buick. Every detail was put in place with you in mind … making your daily commute or vacation adventures equally enjoyable.


The recent introduction of the Wildcat EV* concept vehicle had a widespread influence on the brand, with beautiful design, advanced technology and innovation inspiring the next lineup of Buick vehicles.

It's all about keeping you at the center of everything. Inside and out, premium touches have been integrated into every vehicle with meticulous attention to detail and a timeless appeal. Much of the design inspiration reflects a sense of nature and balance, centering around a commitment to elevate the beauty in every moment.


The timing of this design evolution couldn’t be better, as Buick is becoming the fastest-growing mainstream brand in the industry. With the introduction of new vehicles, including the next-generation Enclave this year, Buick will offer one of the freshest portfolios in the industry with a collection of all-new or significantly revamped vehicles. The 2024 Envision and 2025 Enclave are the next two vehicles in the lineup to adopt the new design language.

“The Wildcat EV concept vehicle inspired what you see now on the 2024 Encore GX and all–new Envista. You can visually see how beautiful design and luxurious details set Buick apart from the competition, demonstrating exactly what it means to be premium,”

- Molly Peck, Chief Marketing Officer, Global Buick and GMC

Driving design

There’s a lot to see and explore with the latest Buick family of vehicles, and no better place to start than Find out more about the Exceptional by design tagline by viewing a short video on the site here. Then, get a closer look at the latest Buick vehicles, their current design aesthetic and the modern technology integrated throughout – all with you in mind.

Your elevated experience awaits

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