Buick's Slow "Breakout"

[nsap]

Buick’s Slow Breakout
March 27, 2007
By: NSAP

A week ago today news broke that 2007 was going to be Buick’s “breakout” year. Well, we are a week away from really the last major U.S. auto show—the 2007 New York International Auto Show and in typical fashion the offerings have already been made public on the Internet. What do we have from Buick? Two gussied up current products—both poor attempts at gaining (or maybe sustaining?) sales. The worse part about it is that Steve Shannon, Buick General Manager, is the one that said 2007 was going to be the big year at Buick. HA. Right…

There is no doubt about it that the Enclave Lambda-based crossover is a good Buick—rather a GREAT Buick. However, just because Buick is rolling out one hell of a good crossover does not mean that Buick is on a roll. Actually, it doesn’t mean anything other than that Buick actually is capable of producing a class-leading, state-of-the-art product, which is something that has not been proved to us in the last ten years or more.

We all know that Buick has a lot of potential. If you don’t think it does, go look at the Velite concept car from a few years ago and the Enclave. Both represent a very artful design theme, and a Buick that would have much more appeal than the current, out-dated cars they have now. The problem? Buick doesn’t seem to be willing to leverage it’s potential, or GM’s resources. Proof of that is in the two vehicles that will be seen at the New York show.

What are those cars? The 2008 Buick LaCrosse and Lucerne. Both use the ANCIENT 3.8L overhead-valve V6 as the base powertrain, and both ride on platforms that have lasted through more GM models than most people own throughout a lifetime. Aside from the addition of the “Super” versions of both cars (which both use a V8 in FWD form), the two cars got a huge grille and silver-painted plastic on the center stacks. What makes this all the more ironic is the fact that GM has MODERN front-wheel drive platforms (Epsilon anyone?) and the 3.6L DOHC V6 that has multiple power levels just sitting, waiting to be placed in Buick models. Instead, Buick is soldiering on with the out-dated everything in their car line-up.

I’d love to be proved wrong here, but I fail to see how 2007 is going to be that great of a year for Buick. Bring over the Chinese LaCrosse (an excellent car by the way) and make the Velite; that would proved this year as the “breakout” year. If the extent of 2007 is going to be the glamorous versions of the two oldies we already have, and one remarkable crossover…2007 is basically just another year for Buick. I’m disappointed to say the least.

[63cat]

Buick is in transition. The NG Lacrosse is said to be phenomenal. We'll see it probably some time next year.

I also think the Velite will be made. Look carefully at the press release, they refer to the Velite convertible concept. Buick has been careful about not using the word convertible for the past year or so. Now they do. Interesting.

Both the Lucerne and Lacrosse were in the pipeline pre-Bob Lutz. The good stuff is coming.

[mbukukanyau]

You make good points NSAP.
The title should have been "Buicks anemic breakout"

I hate how they have ignored this brand's core product line. Buick should have gotten an upscale Aura/G6 twin to go up aganist Lexus ES and Acura TL fashioned like the Velite

[Jay]

Let's face it: Buick is dead. There are too many makes trying to compete in a market that's not getting any bigger so it's inevitable that some marques will have to give way. Buick has a chance to revive itself but seems to be making absolutely no real effort into doing so. In a competitive market like today only the strong will survive, the stragglers will die.

It's really sad to see because Buick has always played a big part in North America. I want to see her succeed but it is so frustrating as a GM fan to see Buick push the same old platforms and engines (kill the 3800 already!) while pretending to revive itself.

I always thought it would be cool to see Buick repositioned as a Bentley, Aston Martin, Maserati fighter, reviving bold styling and such great names as Riviera, Wildcat, and Invicta. It's the one market in which GM doesn't compete and costs could be somewhat controlled by sharing platforms with Cadillac.

[EldoFan]

Don't forget the Statesmen........that's what I'm excited for

[zete]

Originally Posted by 63cat

Buick is in transition. The NG Lacrosse is said to be phenomenal. We'll see it probably some time next year.

I also think the Velite will be made. Look carefully at the press release, they refer to the Velite convertible concept. Buick has been careful about not using the word convertible for the past year or so. Now they do. Interesting.

Both the Lucerne and Lacrosse were in the pipeline pre-Bob Lutz. The good stuff is coming.

I, for one, am tired of waiting. With that fiasco of an STS MCE I wonder whether they'll deliver for Buick. The Enclave is awesome and I'm glad it's here. But the Velite was awesome and yet there's no sign of anything like that. The fact GM touted this as Buick's "Breakout Year" reeks of over promise under deliver. You can't have a breakout year with a single product. If any division will have a breakout 2007 it would be Saturn.

Unless GM meant "breakout in a cold sweat" for the dealers or somesuch.

[1487]

Enough of these anti Buick tirades. The new platforms were not available or not right for the Lucerne and Lacrosse so they were built on existing platforms. What platform would you people have the Lucerne built on? Zeta wasnt around when the Lucerne was being designed and Sigma is too expensive and too small for a full sized Buick.

I agree that the 3800 should be retired but its obvious GM cannot phase it out just yet so they have to stick it SOMEWHERE. Where would you rather them use the engine? The Malibu? Aura?

I am also sick of hearing about the Velite, even if it's built it will have little impact on Buick sales in the long run. Buick needs mainstream products that will sell. The lacrosse has been slacking off in sales lately and that is at the heart of their problems. Unfortunately they cannot design a world class entry lux car off the W platform and thus we will have to wait for the next gen to get a true ES competitor. Buick is not as important as Cadillac, Saturn or Chevy and thus their revival had to wait. I dont get why people think Buick can just change platforms and create new products at the drop of a dime. Since people here dont like the lacrosse they want it cancelled immediately and replaced by an all new product. Forget that a new lacrosse is already being designed, that they want it on EP2 or that there is no where to build it right now. People just want it to appear out of thin air.

[63cat]

The same people that rave about the bland Toyota Gramry are the first to attack Buick.

[HoosierRon]

For crying out loud, people, we are not even one quarter of the way through the year. How about we actually see what Buick offers in the next nine months before we declare it a disaster.

[Ming]

Originally Posted by 1487

Forget that a new lacrosse is already being designed, that they want it on EP2 or that there is no where to build it right now. People just want it to appear out of thin air.

Narrow thinking leads to these problems. Buick has more than a few opportunities around the globe to bolster its product portfolio.

In the last few years that Buick has dropped 40% in sales, Suzuki has risen at least that much on the back of GM Daewoo product sales, specifically the Forenza, sold as a Buick in China and Taiwan.

Some people here hate my suggestion but I think its worth restating when the "there was no other choice, they're doing the best that they can" stuff comes up.

A radical change could help Buick, if only GM were brave enough to give up the silver-haired set mentality and give an entry level car from GMDAT a try. Certainly it couldn't HURT sales. And image? You've got to be kidding me. People around my workplace consider the new Hyundai Azera to be a better car than "A stodgy old Buick".

It would indeed be able come out of "thin air" because the products have been sold by Suzuki here in the USA already, and countries like Australia and Canada seem to have no problem importing the Epica.

More tired excuses, or action and revitalization and a Buick that really attracts younger people with value-packed pricing?

Taiwanese Excelle (Forenza/Lacetti-based)

[nsap]

Originally Posted by HoosierRon

For crying out loud, people, we are not even one quarter of the way through the year. How about we actually see what Buick offers in the next nine months before we declare it a disaster.

We know everything that will be heading to dealerships through the end of the calander year. This is the automotive industry, they unviel the products up to a year in advance.

Unless of course Buick has some secrets, which I find less and less likely.

[mikesright]

A lot of the hurt in the Buick lineup consists of bad product decisions pre-Lutz. It's too bad platforms like Sigma were not able to be produced in volume high enough and did not have any provisions to be decontented for mainstream Buicks like Velite. I wish that W was going away more quickly and Epsilon II and Zeta get here faster, but in the auto industry, results tend to trail decisions by years.

[Smaart Aas Saabr]

Originally Posted by mikesright

A lot of the hurt in the Buick lineup consists of bad product decisions pre-Lutz. It's too bad platforms like Sigma were not able to be produced in volume high enough and did not have any provisions to be decontented for mainstream Buicks like Velite. I wish that W was going away more quickly and Epsilon II and Zeta get here faster, but in the auto industry, results tend to trail decisions by years.

It's been six years and counting already...

[mikesright]

Originally Posted by Ming

Narrow thinking leads to these problems. Buick has more than a few opportunities around the globe to bolster its product portfolio.

In the last few years that Buick has dropped 40% in sales, Suzuki has risen at least that much on the back of GM Daewoo product sales, specifically the Forenza, sold as a Buick in China and Taiwan.

Some people here hate my suggestion but I think its worth restating when the "there was no other choice, they're doing the best that they can" stuff comes up.

A radical change could help Buick, if only GM were brave enough to give up the silver-haired set mentality and give an entry level car from GMDAT a try. Certainly it couldn't HURT sales. And image? You've got to be kidding me. People around my workplace consider the new Hyundai Azera to be a better car than "A stodgy old Buick".

It would indeed be able come out of "thin air" because the products have been sold by Suzuki here in the USA already, and countries like Australia and Canada seem to have no problem importing the Epica.

More tired excuses, or action and revitalization and a Buick that really attracts younger people with value-packed pricing?

Taiwanese Excelle (Forenza/Lacetti-based)

I don't think we need the Chinese Buicks, no offense. It's a much different market here, and any progress made with Lucerne and Enclave will be lost. Besides, if they try your way, we just have another Chevrolet wannabe brand, which everyone will complain even worse, and resolve nothing of the vast product overlap issue (even if it is from different platforms by DAT is overlaps Chevy's ground in pricing by a good bit).

I will not give them a pass, though. They need to get these new products out much faster, and give Buick a true niche in the Lexus-esque quiet "doctor-car" luxury market, and a broader lineup in general.

[mikesright]

Originally Posted by Smaart Aas Saabr

It's been six years and counting already...

Only 2 more years to wait. Considering everything good that has been done and will be done in the future, and considering Buick WILL BE a part of that comforts me a bit. I also doubt that they will ever leave Buick this high and dry again, same with Pontiac, especially with the new dealer model. They listen now to GMC, and I'm guessing they're bitching about not having any good cars to sell.