(February 28, 2024) DETROIT — It started with a fresh take on Buick’s recognizable tri-shield badge. Then, a new design language inspired by the Wildcat EV concept that will eventually flow through the entire product portfolio. And today, Buick introduces a new tagline, brand campaign and ethos to usher the historic brand into the future: Exceptional by design.

Exceptional by design is inspired by Buick’s attention to detail, reflecting the sculptural form and aesthetic philosophy of the Buick brand and product.

Buick is in the midst of an evolution, launching a beautiful new vehicle portfolio, while becoming the fastest growing mainstream brand in the industry in 2023. With nearly 70% of Buick sales last year coming from new customers — while still maintaining strong customer loyalty — Buick is now focused on the embodiment of vehicle design, attention to detail and vehicle quality.

“After bringing the Wildcat EV’s design language into production on the 2024 Encore GX and all-new Envista, we’ve found that beautiful design and quiet luxury sets Buick apart from the competition,” said Molly Peck, chief marketing officer, Global Buick and GMC. “With the launch of ‘Exceptional by design,’ we are celebrating our brand’s storied history while looking to the future. From thoughtful technologies and intuitive luxuries to precise driving experiences, we’re providing an immersive and effortless sensory experience for our customers.”

One of the top three reasons consumers choose to purchase a new Buick vehicle is vehicle quality. Year after year, Buick ranks highly in the J.D. Power Initial Quality Study (IQS) and Sales Satisfaction Index (SSI) study. In 2023, Buick was ranked No. 1 for Customer Satisfaction with the Dealership Sales Experience among Mass Market Brands for the second year in a row, according to the J.D. Power U.S. Sales Satisfaction Index (SSI) Study. Buick also ranked third in Initial Quality among Mass Market Brands in the J.D. Power U.S. Initial Quality Study in 2023.

The 2024 Buick Envision and 2025 Buick Enclave will be the next two vehicles to adopt Buick’s new design language, both of which will launch later this year. With these latest introductions, Buick will have an entirely refreshed portfolio.

The tagline debuts in a new digital video that celebrates the brand’s rich design history, while sharing a glimpse into the future. The campaign will also extend to other Buick channels, including Buick.com.