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Wow, the GMI guys have been on-top of the Future segments. Yes, I realize Buick is boring, but this is worth it... I PROMISE!
Very good indeed. With the amount of investment going into Pontiac and Saturn, not to mention Cadillac these past few years, Buick is long-overdue for a change like this. I see only positives from these changes, and I am interested in other's thoughts as well. Granted, on GMI you aren't likely to hear too many negatives to stories like these...
GMI by ChevroletRevivedThe Exciting Future of Buick
Buick here in America is a brand of declining sales, lackluster product (excluding Enclave) and an aging customer base. Buick China: A thriving, growing brand with a wide audience and successful, competent product. Many have legitimately complained about the lack of such support and backing in the form excellent product being offered here in the USA.
This is all about to change. Enclave is the start of great things for the Buick brand. GM hasnt given up; Buick is a very important part of the new GM going forward.
(This key fob excellently demonstrates what GM intends to take Buick; this type of elegance and luxury will become the norm at Buick as it moves upmarket.)
A Bigger, Better Buick
The comprehensive strategy for a better Buick starts with a nod to the past: Buick will being a switch back to storied classic names. Regal, Riviera, Park Avenue are all coming back as part of a plan to connect with a larger base of consumers that recognize and look fondly on these timeless names. Also, part of the reason is that buyers in China are fond of such names and it made sense as Buick going forward will be aligned with the Chinese cars. The switch to names of the past will begin with the LaCrosses EPII based replacement, which will be renamed Regal. Internal GM design renderings and documents on the LaCrosse replacement are now being renamed and called such.
The Larger Plan mentioned is a strategy to return Buick back to a up-market volume brand, with a relatively large model lineup. GM intends Buicks forthcoming model lineup to take Buick sales back up into the 350k range. In this new plan, Cadillac and Buick are aligned more closely as Buick moves upmarket, with Cadillac being the striking, sporty brand, and Buick taking its place as a more conservative, True Blue luxury brand with a range of elegant luxury vehicles. The positioning statement Wise with Wealth fits right in with the intended Buick audience. More conservative then a Cadillac buyer, Buick wants to target the wealthy 35-45 segment, and that will be the focus going forward.
Heres the Buick lineup going forward, including all the inside information regarding each model. Enjoy!
Current Lucurne
Not a whole lot of action here, except that engineers are working on mating the 3.6L HF Engine/6-speed transmission to the Lucurnes L-Body platform. While this is not for sure, theres the possibility of an interior re-do designed in China slated to arrive in the US sometime in the 2008/2009 model year, which GM would expect to bolster sales of the Lucurne model. If some of the aforementioned plans work out, it will lay the groundwork for the return of the next model in our list, the Park Avenue. The Lucurne replacement arrives as a 2010 Model and is detailed more below.
Park Avenue
Reaction to the Chinese Park Avenue has made GM reconsider bringing the Park Avenue over to the US. Original plan was to do a full reskin on the car a la Enclave, GM is now planning to bring the Chinese Park Avenue over to America as Spring of next year as a 2009 model. Built in Australia, there (of course) will be a base model starting at around $40k, and excluding the luxury features of the top end model. The ultra-luxury Chinese model will be offered, and all the features will remain intact from the Chinese Park Avenue. Base engine for the Park Avenue is rumored to be the 3.6L DI engine found in the CTS, outputting around 300hp. A Super model is possible down the line featuring the new 6.2L LS3 found in the '08 Corvette. Sales for the Park Avenue are expected to be around 20K units per year. Bringing over the Chinese Park Avenue would be a stopgap move until a Zeta based Buick specific replacement arrives sometime in 2010, starting in the $30ks and replacing both the Lucurne and the Park Avenue sourced from Holden in Australia.
LaCrosse
Well start with the most important events that may happen in the very near future. The LaCrosse shown driving around in Detroit was intentional, to gauge response. They were testing the vehicle as part of a supposed crash program to bring the Chinese LaCrosse to the US this year. Note the absence of a hood ornament in the spy pictures. GM is deciding just how much more sales this car could generate for Buick. If the program gets the go ahead, tooling could be changed over in the summer. The biggest hurdle with this program is the fact that GM has already shown the LaCrosse Super models, and bringing over a standard LaCrosse while the rest of the lineup looks completely different is something GM doesnt want to do. A lot of this depends on whether a Super model can be made in time or very soon after a debut of the Chinese LaCrosse here in America. If given the go ahead, the 3.5L OHV engine could be moved as the base engine in the Lacrosse. It would output around 220 HP, with the top engine outputting around 260HP. Sales for a Chinese LaCrosse model are estimated to be around 100k per year. The decision to bring the Chinese LaCrosse over depends in large part whether or not the EPII Regal will be fast tracked for a 2008 debut. In that case, this scenario would be unlikely.
LaCrosse Replacement - EPII Regal
LaCrosses replacement will be renamed Regal and will be fully aligned with its Chinese counterpart, which also is ditching the name LaCrosse for Regal. Sources describe the car as bearing a similar design as looking very similar to the Riviera concept, but having 4-doors a more notched back end and a longer nose with a more distinguished hood. If Lutz and the Buick team have their way, the Regal will be arriving in September/August of 2008 as a 2009 model. The development on the EPII platform is complete, and work is almost finished on the LaCrosse replacement. Although Lutz wants the brand revamped as quickly as possible, theres been fighting within GM over the launch date of these cars,. If Saab/Opel have their way, itll be delayed until 2009, as a 2010 model.
Riviera
And it does offer a hint at Buicks future international design language maybe not the gull-wing doors, but one never knows, does one? - Bob Lutz, GM Fastlane Blog
Rumor has it that GM is indeed working on bringing a gull winged coupe Riviera to market. Although cost is a factor, designers have figured out a way to implement a side curtain airbag in the door, so that has been taken care of. The biggest issue with the gull wing doors is clearance in a tight parking spot, and engineers are working on incorporating a double hinge that will fix the problem. Riviera most likely will be based on the SWB EPII platform, and the dimensions of the concept vehicle (113 inches) fall in line with thisExpect the Riviera to arrive in the Fall of 2009 as a 2010 model, with optional AWD.
Rendezvous
With the Enclave replacing Rendezvous and moving up in size and price, Buick is feeling the need for smaller, less expensive crossover in the Buick lineup. Brand equity has built up in the Rendezvous name and it has been a successful model for Buick, so expect the name to be used on the Theta II crossover. The Theta II Rendezvous is anticipated to to be a 2009 model, however it may be pushed back to 2010.
Grand National
Buicks halo vehicle, based on Zeta and powered by a turbocharged V6 is slated to arrive in 2010, and will be the ultimate in terms of luxury and performance at the Buick brand. Starting at $40k.
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Product Introductions for Buick
2008 Enclave
2009 Regal
2009 Rendezvous (Theta II Crossover)
2010 Park Avenue
2010 Riviera
2010 Skylark - Little Information Known, Delta II Based - $25k Estimated Starting
2011 Grand National
The increase in models for the Buick brand broadens the scope and importance of the brand once again. GM believes in Buick and is prepared to invest and bring the products to the market needed to make it a great brand once again. The basic message I gather here is this: Buick here in NA will be fully aligned with Buick in China. And I think thats something were all very glad to hear.
Very good indeed. With the amount of investment going into Pontiac and Saturn, not to mention Cadillac these past few years, Buick is long-overdue for a change like this. I see only positives from these changes, and I am interested in other's thoughts as well. Granted, on GMI you aren't likely to hear too many negatives to stories like these...