Autocar DC-64 grille badge

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By Richard Smylie | Feb 04, 2021
Autocar grille badge

Autocar, one of America’s oldest large truck manufacturers, approached GM Nameplate (GMN) to design and produce a high-quality grille badge for their new line of DC-64 conventional trucks. The intent of the new grille badge was to feature Autocar’s historic bowtie logo, made to commemorate the 100th anniversary of its launch.

Given that the new line of trucks would be competing in the premium segment of utility vehicles, Autocar wanted an elegant, high-end badge with a three-dimensional look that would truly stand out.  Since the DC-64 was a heavy-duty utility vehicle used at construction sites and for other outdoor applications, the badge also had to endure heavy impacts and abrasion.

Autocar’s previous badges were made of injection molded plastic with plated aluminum. While this met their visual requirements, the badge was prone to cracking, denting, or chipping when exposed to extreme weather or tough job conditions. Autocar wanted the new grille badge to be rugged and robust enough to maintain its premium look even in the most demanding environments.

After creating and testing several prototypes, GMN’s experts determined that the best approach would be to use a formed aluminum construction with an exterior capable roll coat. To achieve the desired look, the team began with a flat sheet of bright-finished aluminum. The Autocar letters and border were reversed out before the sheet was screen printed with jet-black ink. The decorated metal sheet was then formed and embossed, allowing the bright-finished aluminum to shine through and highlight the letters. In the end, a glossy, exterior-grade automotive topcoat was applied via roll-coating to protect the printed graphics from fading over time. It also imparted strength to the badge and helped realize the multi-dimensional look that Autocar was aiming for.

For additional durability and structural integrity, a molded plastic backplate with hand-applied foam adhesive was inserted behind the formed aluminum. This combination of unique processes resulted in a badge that was not only elegant, but also incredibly durable and resistant to environmental damage.

The commemorative grille badge has since been put into use on the entire line of DC-64 trucks and is even scheduled for use on other vehicles in Autocar’s fleet. This is just another example of GMN leveraging its diverse capabilities to meet the needs of our customers. To find out more about our automotive badging solutions, visit our website.