GMInside Exclusive: The Exciting Future of Buick

[ChevroletRevived]

GMInside Exclusive
The Exciting Future of Buick
An Inside Look at the Future of the Buick Brand by ChevroletRevived
May 07, 2007
www.gminsidenews.com

Photo of the Enclave by www.enclaveforum.net

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 hasn’t 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 bring 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 reasoning behind the decision is that buyers in China are fond of such names and it made sense to change here in NA as well, because cars will be aligned in the future between Buick China and Buick NA. The switch to names of the past will begin with the LaCrosse’s EPII based replacement, which will be named Regal. Internal GM design renderings and documents on the LaCrosse replacement are now being renamed accordingly.

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 Buick’s 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 it’s 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. Here’s the Buick lineup going forward, including all the inside information regarding each model. Enjoy!

Current Lucerne

Not a whole lot of action here, except that engineers are working on mating the 3.6L HF Engine/6-speed transmission to the Lucerne’s L-Body platform. Expect the Lucerne's interior to be re-done with an new one designed in China and slated to arrive in the 2007/2008 calendar year, which GM expects to bolster sales of the Lucurne. 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 Lucerne replacement arrives as a 2010 Model and is detailed more below.


Park Avenue

"We are studying the low volume import (of the Park Avenue).... to reestablish the Buick Flagship. In terms of ride & handling and interior appointments, it would return Buick truly to the Luxury class, where Buick actually belongs." Bob Lutz

Reaction to the Chinese Park Avenue has made GM reconsider bringing the Park Avenue over to the US. The original plan was to do a full reskin on the car a la Enclave, however GM is now planning to bring the Chinese Park Avenue to America as early as Spring of next year. Built in Australia, their will be a decontented base model starting at around $40k, excluding the luxury features of the top end model. The ultra-luxury model will be offered, with all the features of the Park Avenue sold in China. Finally, GM will have a true luxury car, and suprisingly, it will come from Buick. 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, coming in at around $32-36,000 and replacing both the Lucerne and the Park Avenue sourced from Holden in Australia.

UPDATE:
Park Avenue not meeting emissions standards in the USA is a non issue, since the whole drivetrain will be changed if necessary. Mr. Lutz is pushing for the Park Avenue, as he thinks this will revive Buick when coupled with the Enclave and LaCrosse.

Edmunds IL's sources have also confirmed this information: Edmunds IL


LaCrosse

We’ll 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 how much sales of the LaCrosse would be impacted by bringing it over to the US. If the program gets the go ahead, tooling could be changed over in the summer. A big hurdle with this program is the fact that GM has already shown the LaCrosse Super models, and bringing over the standard LaCrosse while the "Super" models look completely different wouldn't be a smart move. 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, as the small amount of time remaining for the Regal to arrive wouldn't make it worth the effort.

LaCrosse Replacement - EPII Regal

LaCrosse’s replacement will be renamed Regal and will be fully aligned with it’s 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, there’s been fighting within GM over the launch date of these cars. There's controversy as to who gets the EPII platform first, and the European brands have a problem with Buick getting the first car based on the platform. If Saab/Opel have their way, it’ll be delayed until 2009, as a 2010 model so EPII will be launched in Europe first, underpinning the Opel Insignia.

Riviera

“And it does offer a hint at Buick’s 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 pushing to bring a gull winged coupe Riviera to market. Although cost and airbags are factors in this, designers have figured out a way to implement a side curtain airbag in the door, leaving the biggest issue: clearance in a tight parking spot. Detroit engineers are working on incorporating a double hinge that will fix the problem and enable plans for the gull wing to go forward. This is something Lutz is really pushing for. The Riviera will be based on the SWB EPII platform, and the dimensions of the concept vehicle (113 inches) fall in line with this. Expect 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. Update: Theta II has been delayed and plans for GM's small crossovers regrouped. An arrival in 2010 as a 2011 model is most liekly at this point.

Grand National

Possible entry for Buick in the 2011 model year is the Grand National, Buick’s halo vehicle, based on Zeta and powered by a turbocharged V6 is slated to arrive in 2010. With Lutz really pushing for a Buick "halo" to be produced, sources inside GM speculate it will be the Grand National, powered by a turbocharged V6. It will be at the very top end of the lineup. No concrete green light or production plans as of yet, this is an option being considered at GM. Sources say the Grand National would have a starting price of around $40k.

-----------------------------------------------------------------------
Product Introductions for Buick

2008 Enclave
2009 Regal
2009 Rendezvous (Theta II Crossover)
2010 Park Avenue
2010 Riviera
2010 Skylark - Name Change in China as well, Delta II Based - $25k Estimated Starting - Edmunds IL Confirms HERE
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 aligned with Buick in China. And I think that’s something we’re all very glad to hear.


(Disclaimer: This rumored information, while known to be factual, may change at any time as product development goes on, and there is no guarantees to the accuracy of the information provided herein)

[redimpss5]

Let's make the future no SUV's.

[ATPeele]

The gull-winged doors would be gimicky enough to possibly garner attention to this forgotten brand. I like what I've read, and hope to see some beautiful Buicks on the road in the near future.

[t-rex]

Pretty good writeup, ChevroletRevived. Are these plans tentative, or is all this going to happen for real? Seems like Buick could have at least a decent product line within a year's time.

I had ideas for two more stopgap models, via Daewoo. First is Ming's idea of bringing over a lightly “Buickized” Tosca as an entry-lux model, especially if they can manage to fit the 3.5 V6 into it. Heck even the 2.4 Ecotec would be a better engine choice, especially since so many midsizers come with 4-bangers. Secondly, give the Daewoo Winstorm the Buick treatment as a Rendezvous replacement. Less black and gray trim, more chrome, a Buick grille, some sort of portholes, and let the Chinese have a go at the redoing the interior, and voilà, an entry-lux compact CUV done on a shoestring budget.

While I sort of agree with redimpSS5 that the world is a better place without SUV's, the fact remains that they're hot sellers today, and with fuel prices up, and unlikely to come down much, there's a good chance that a lot of potential Yukon and Enclave buyers will be looking for smaller, more economical alternatives, without sacrificing the luxury.

Hopefully Buick can hang on in the market until these new models arrive. Buick can't afford to wait 4-5 years for a product revival. Hopefully Lutz & Co. can get the Chinese products here soon to at least keep Buick from sinking further. Maybe within 5 years time, when there are proper Regals, Park Aves, and Rendezvous on the market, Buick can regain its former grace.

As a longtime Buick fan, I've got my fingers crossed.

[Bravada]

Mmmm... At first I was to rejoice and fully believe what you say, but the more I read the more I am not that overjoyed and gullible - 6 models? Grand National?

BTW, if Buick NA were to be fully aligned with Shanghai-GM Buick, GM should bring over the Excelle and GL8 first!

[Bravada]

Heck even the 2.4 Ecotec would be a better engine choice, especially since so many midsizers come with 4-bangers.

Why would you want to replace a smooth-operating straight-six that makes outputs much more torque than any 4-cylinder with a tired Ecotec? Overall, however, your ideas are very good and make a tad more sense that some of the above...

[t-rex]

Originally Posted by Bravada

Why would you want to replace a smooth-operating straight-six that makes outputs much more torque than any 4-cylinder with a tired Ecotec? Overall, however, your ideas are very good and make a tad more sense that some of the above...

True, I've heard the Daewoo straight-six is a smooth-running unit, but sometimes if something doesn't look good on paper, it can lead to a bad press review, something Buick doesn't exactly need!

[sigma]

With so many stop gags listed in that plan its clear that GM has finally got the message that Buick is in the emergency room and that serious triage is needed to save the storied brand. It's good to see some sort of plan beginning to emerge.

I remain skeptical about many portions of the plan though, as I can see Cadillac attempting to veto the Park Avenue and other attempts to move Buick upmarket as competition for Cadillac. I'm all in favor of Buick moving upmarket because Cadillac needs some pressure from somewhere to get back on its game. If this forces Cadillac to stop turning out half baked products like the STS, it will be better for all of GM.

Although I am thrilled GM has finally given Buick its mission statement and defined it beyond Buick will compete with Lexus.

GM intends Buick’s 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 it’s 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.

If that sounds familiar, it should. It's what Buick originally was all those years ago back when people were proud to own Buicks, before they were just tarted up Chevy's. It's what Buick always should have been (thank Roger Smith, Jack Smith and Ron Zarrella for screwing the whole brand system up with their brand management schemes) the cars successful professionals want to own... the doctors car. Cars for those who want luxury without the bling and showiness of a Cadillac.

[Bravada]

but sometimes if something doesn't look good on paper, it can lead to a bad press review

Well, actually I believe it's on the contrary, the press seem to be praising the Accords and Camries for their driving qualities and such. That said, the Daewoo-Porsche straight-six looks OK-ish on paper HP-wise compared to I4s put in competing midsizers, plus it has two more cylinders

I'm all in favor of Buick moving upmarket because Cadillac needs some pressure from somewhere to get back on its game.

Not only that, but also Cadillac just doesn't seem to cut it in international markets using their A&S styling. I could see the Park Avenue doing much better in Europe than the STS.

[Mikkoo]

Sounds promising, however doesn't this go against Lutz's plans for Buick and Pontiac to not be full-line producers. I thought the future would bring less models.

[osv_alero]

Any plans to get Buick a hybird like other GM brands?

[BigThreeForever]

Thank you so much, ChevroletRevived!

I was feeling pretty depressed, until I logged on to GMI and - to my complete astonishment - there was an article about Buick's exciting future product portfolio. That banished my gloom in an instant!

The tri-shield division, historically my favourite GM marque, has languished in the doldrums for far too long. Given that Buick has been starved of investment for a decade now, I was terrified that it would be discontinued in the near future.

I couldn't stand to see another tragedy like the loss of Oldsmobile, despite all the so-called 'experts' in the media (and some of the defeatists here) who constantly harp on the need to drop Buick (and, more often than not, Pontiac). You cannot return GM to greatness by constantly retreating. The best defence is attack, as Napoleon rightly said.

ChevroletRevived's article suggests that, on the contrary, a brighter future beckons, with several highly promising new products just around the corner. If they meet the standards of execution found in the Enclave and the China-market Park Avenue, Buick will soon return to relevance in the US market. And about damn time.

Another great piece of news - the return of traditional, evocative GM names! Nobody named cars as well as GM ussed to, and it really disappointed me to see the great nameplates disappear one by one to be replaced by dreary, uninspired new names and fashionable alpha-numeric nonsense.

This is the reinvention of Buick . . . . Park Avenue, Riviera, Regal, Rendevous II . . . I can't wait to see them all. Thanks again for the info!

[kenman923]

Sounds like a good plan. I think that an Epsilon II Regal would be in order. Would a Delta II auto be fitting for the Buick lineup? Pontiac has already rebadged a Cobalt with the G5, I just don't want to see another rebadged Cobalt posing as a Buick.

[Butz]

I wont believe anything until I see it with my own eyes. God knows how many times GM failed short of what it promised.

[Al465]

Originally Posted by redimpss5

Let's make the future no SUV's.

Hey, some people need SUV's just like contractors needs trucks. IF GM quicks making SUV's then the Japanese will gladly make them for us.