If Buick Survives, It Needs to do a Few Things

[mgescuro]

If Buick Survives, It Needs to do a Few Things
... another commentary by mgescuro ...

Buick is teetering on the edge. No ifs, ands, or buts.
One crossover does not save a brand.

The only reason Buick is surviving is because of China.
GM is under the impression that the success of Buick is due to its continued existence in the US. It’s a “slice of Americana.” In China, Buick is still revered as the car the emperors used. They Chinese want that image. They want to be associated with that image. They want a Buick.

GM needs to reduce development costs. So the quick answer is, “Let the Chinese take control of Buick design and development.” They want to buy Buicks? Let them run Buick in such a way as it succeeds. Seeing their interpretation of what a Buick is, with what they have done with Park Avenue and the Invicta concept proves they have what it takes. Does that mean Americans can’t design Buicks? Of course not. What I’m saying is Buick needs to become global.

The Buicks we see in America will most likely be conceived in China. And that’s fine.
Americans should get no more than 5 future Buicks:

1. Park Avenue – The Top of the Line
2. Invicta/Riviera – Personal Luxury Coupe
3. Regal – The Bread-and-Butter Sedan
4. Excelle/Skylark – A smaller luxury sedan.
5. Enclave – Luxury Crossover

And this lineup will appear in China with little to no modification. 1 brand, 1 style, 1 look, 1 image whether you’re in Beijing or San Francisco.

What Buick does need to do is remarket itself as an adjacent luxury brand. Uncompromising American luxury with a great heritage. The cars cannot be compromised in any way for fear of stepping on Cadillac’s toes. Buick needs to stand on its own and complement Cadillac.

Park Avenue can complement the Fleetwood.
Invicta can complement the CTS Coupe.
Regal can complement the CTS Sedan.
Excelle/Skylark can complement BLS
Enclave can complement SRX.

In doing so will require an effective marketing campaign to ensure Buick’s image in the market.

Ultimately, what Buick is and can be, can be fulfilled with Cadillac alone. Instead of repurposing Cadillac as a “sport performance luxury” brand, as GM has been doing for about 8 years, Cadillac becomes a “Modern American Luxury” brand and is sold as such. I believe that is a better strategy than allowing Buick to survive in America.

But I believe Buick to be “safe” from GM’s axe because of its burgeoning popularity in China. And if safe, then GM needs to reevaluate what Buick is to America, and in doing so, Buick becomes global.

[schmallz]

A smaller cross over is needed.

Whats is to be the new SRX should have been a baby Enclave.

Cielo?

Otherwise very well put and thought out, as always.

What about a Velite or something, for all of those who want a RWD Buick?

[Carguy]

Good points all!! I dont see a reason for a smaller Buick sedan then Regal though in the U.S. Let that be a Pontiac. Offer BIG EFFICENT POWER in the ROOMY LUXURY Buicks useing DI and TURBO CHARGING with smaller Engines then Cadillac. Keep the Enclave Styling features on all models differing Buicks from Cadillacs and others. Regal could have the DI Turbo 260HP 2.0L I4 as a base engine with a DI Turbo 300HP 2.8L V6 opt. Invicta/Park Avenue could use the Turbo 2.8L base with a Turbo 350HPish 3.6L opt. Enclave could use the same power as Invicta/Park av. DONT KILL BUICK or PONTIAC!! And I like the "new SRX should have been a baby Enclave."---"Cielo?" Idea!!---(((GREAT schmallz!!)))

[mgescuro]

Originally Posted by schmallz

A smaller cross over is needed.

GM needs to quit thinking crossovers for every single brand in existence.
And they definitely need to quit thinking about multiple crossovers for every single brand in existence.

If Buick "needs" another CUV.... sell a 5-passenger Enclave.

Originally Posted by Carguy

Good points all!! I dont see a reason for a smaller Buick sedan then Regal though in the U.S.

You're right. There really is no need.
But there could be, depending on CAFE. Skylark can succeed. But it is definitely needed in China, as it is providing the bulk of sales there.

[logansowner]

I dunno, the 2 cars they sell are old people cars, floaty soft sprung boats. That's what Buick is about. My grandfather wanted to buy a PA Ultra they had on the lot here a couple years back, but it was gone when he went back a couple days later.

GM needs an old people brand. Caddy used to be that, but Cadillacs focus is on making sport sedans now. That's great for me, but the grandpas' of the world don't want to drive a sports sedan, they want something that floats over bumps and takes 200 feet to stop. Cadillac doesn't make a car like that anymore, the DTS maybe, but that's a lot more expensive than the Buick's, and seems like it's about ready to disappear too.

Buick doesn't need to appeal to more people, and they don't need a huge complicated line up either. Old people walk into a Buick dealership and have to choose between a big car, a bigger car and an SUV...Simple. They way it should be.

[CamaroCrazy]

Another great post mgescuro

For once, just once, I wish Buick could produce one amazing car. The Enclave is great, now translate that into an elegant, stylish, modern, majestic sedan that will make anyone considering a Lexus ES/GS, Acura TL/RL, BMW 3/5, etc etc etc, stop, and reconsider. I don't care if its FWD, RWD, or AWD, V6 or V8, just make a visual and technological stunner.

Will the new LaCrosse/Invicta be that car? The car that is Buick's uncompromised American luxury/style car? The car that bridges the gap between the Chevrolet buyer and the Cadillac buyer? (Whatever happened to that idea of starting a buyer with Chevy and moving them up through Pontiac and Buick to Cadillac over the years? I think it could still work!). These are questions that need answers.

[thebuickguy]

regal should be the coupe or the skylark not the invicta that would be in line with traditional buick coupe.

[2648562]

No offence, but I disagree about it being all that well put together. China=USA. Buick= complement, but don't step on Cadillac. Cadillac is "modern luxury". Buick is "uncompromising American luxury". And Americans get to "conceive" Buicks, but China gets to design them? After years and years of being here and 20,000,000 posts I would've expected a more detailed plan.

Uncompromising luxury isn't what Buick is about IMO. It's value. If that's not compromising I don't know what is. Yes, they need a large flagship sedan... leather seating surfaces at the very least, LWB--loads of rear seat room, wood trim throughout (if any GM brand needs wood it's Buick), moonroof, rear console, folding trays. Nothing says it has to be a RWD gas guzzler with outdated/never good looking to begin with styling though. Otherwise, I won't disagree that they need some more cars. Someone's really not going to like this, but I know quite a few Buick buyers and I seriously doubt any of them every asked their salesman, "how many valves does this car have?" Not one of them would take too kindly to Buick if it has anything to do with China either. Again, it's VALUE--AMERICAN VALUE. Style is once again being talked about (as it should be). What needs to come next is SAFETY.

Of course those are today's Buick buyers I'm talking about. I suppose they should just go they way of GMC buyers and "get lost".

I know you have excellent taste and exacting standards. And I know if anyone here knows a hit it's you. I just don't think you've hit on what Buick is or should be here in this post.

I forgot, I used to be a Buick owner too. Some great memories of where I went and with who, but none of the car itself. Believe me, it was all about value back then.

[mgescuro]

Originally Posted by thebuickguy

regal should be the coupe or the skylark not the invicta that would be in line with traditional buick coupe.

What are you talking about? Invicta has been sold as a coupe.
THough I suppose it could be "Riviera."

In either case.... whatever the name is.... Buick needs a personal luxury coupe.

[PocoToro]

I would like to add one thing

Bring out real "Grand National" versions of all the cars and kill Pontiac

[jasaero]

Really I don't believe GM is going to kill off anything just yet. Hummer might get sold to raise some cash, but outside of that I think GM is going to keep all the brands. Saturn is the only other brand I think might eventually go. Outside the Vue it has no vehicles that really sell well enough to justify keeping the brand the way it is.

Buick really does need what you are suggesting though. Right now they are probably the one in most need of closing though. Once the economic and fuel crunch climate lifts though I think GM will be able to find a way to get all the brands revived.

[jgill16]

let me set the record stright, gm need to keep pontiac and close buick at lease in the u s. we already have a luxury icon cadillac which sell good. buick does better in china and pontiac is moreyouthul& hipper then buick. when was the last time a teen turn 18 and said dad i want new car, oh buick no scion yes. younger people are lookin at scion or other cars then turning to buick and i have friends that are 22-28 which are inpressed with pontiac then a buick and these are friends of mine who love evo's nissan gt-r bmw's. there is no and i mean no interest in buick for this group. if toyota did for scion gm could do for pontiac and make cars hipp and smart and more youth will turn to pontiac. and btw my grandpa would'nt buy a buick and he's 73.kill buick in u s. let china have it and make pontiac what scion is today i know alot of people who bought that scion tc and the little boxy suv. toyota was able to beat gm at #1 cause of the divion scion. give enclave to chevy or gmc and give lacrosse and lucerne to chevy or saturn. and make pontiac a leader in performace and afordable hipper cool cars again and back it up with cool younger advertisment. it can happen if gm does it right.

[Bravada]

Americans should get no more than 5 future Buicks:

At present, they get 3 - why do you think they need more in the first place?

Buick needs to stand on its own and complement Cadillac.

In what way? I was thinking of sending them flowers, assorted chocolate pralines and a nice card!

Bring out real "Grand National" versions of all the cars and kill Pontiac

-> quote of day

[Butz]

Where does this leave Pontiac and GMC.
I don't think Buick really needs two bread-and-butter sedans. Either the Regal or Skylark got to go. I'm pretty sure Pontiac would have at least a rebadged version of one of them.

[MonaroSS]

I think Buick should be rounded luxury to Caddy's sharp edged look.