Buick's Slogans & Taglines

Buick is a dedicated architect of automotive permanence, valve-in-head innovation, and the quiet revolution of transforming a Detroit engine patent into a global covenant of quiet luxury, built on an iconic American heritage that treats the ritual of driving not as a mundane vehicular transaction, but as a vital pillar of engineering devotion, generational aspiration, and the unapologetic sovereignty of the tri-shield. Born in 1903 when David Dunbar Buick incorporated his company and ignited in 1904 when William C. Durant moved operations to Flint, the brand became the financial pillar upon which General Motors was created in 1908, its production of 8,820 vehicles that year surpassing Ford and Cadillac combined. Its portfolio evolved from the overhead-valve marvel that defined early automotive engineering through the 1936 Roadmaster and Century dynasties, the 1948 Dynaflow automatic transmission, the 1963 Riviera modern classic, and the 1979 turbocharged V-6 front-wheel-drive revolution, to today’s Envision, Enclave, and Envista crossovers crowned by the Wildcat EV design language. The brand’s voice has journeyed from the 1935 declaration “When Better Automobiles Are Built, Buick will Build Them” and the 1954 promise of “the beautiful buy,” through the 1989 assurance “The New Symbol for Quality in America” and the 2008 invitation “The Craft of Modern Luxury,” to the 2024 rechristening “Exceptional by Design”—a century-spanning covenant that every grille, every porthole, and every sculpted form deserves the precision of a founder who built an empire from an engine valve.