Our Buick Wish List

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Buick's core lineup is great, now for something else.
www.GMInsideNews.com
February 18, 2013
By: Nick Saporito

Buick Riviera Concept

No matter how you slice it, the Buick brand has seen a comeback. For extended periods of time last year the brand was the fastest-growing nameplate on the U.S. auto market, and more significantly, Buick was the only brand to see a decline in average buyer age. Now that Buick’s ability to attract new buyers is validated with youthful products, it’s time to expand the lineup with a few more.

Today Buick has two crossovers and three sedans; not exactly the epitome of excitement for a brand wishing to swindle the fragmented tastes of Gen Y buyers. Granted, all five vehicles are very good – we at GMI have few ill words to say about any of them, which is exactly our point. Buick’s core portfolio of volume products is really good, so perhaps the time has come to expand the brand’s appeal beyond those wanting classy family haulers.

Our wish list for Buick is relatively small – just three vehicles, actually. All three should be relatively feasible from a product development perspective in the sense that they could be built using existing hardware. We’re not experts on GM R&D, but a $150 Billion company should be able to manage all three in some capacity or another.

1 – Verano Hatchback

GM understandably does not disclose sales projections or expectations to the public about any of their vehicles, but from the vibe we’ve gotten, the company is pretty happy with the Verano’s sales performance. In its first full year on the market, Buick sold over 41,000 Veranos last year, and that’s largely without the new turbo model. According to Buick, it also has the lowest average buyer age of the brand (excluding Regal GS specifically).

So here we have a small Buick that has performed well both in media evaluations and with consumers. It’s attracting younger buyers, selling well with very little incentives and has beaten the Acura ILX in comparisons. Verano has accomplished all of that while only offering the car in sedan flavor.

What could Verano do if it was given three and five door hatchback versions?

Hatchback versions of the Verano already exist – in Europe. The Verano and Opel Astra share most of their underpinnings and sheet metal in sedan form and could very easily do the same in hatchback guise.

As Verano’s success becomes more objective, adding hatchback variants of the car seems more like an obvious business decision than a move to appease enthusiasts.

We’ll also add that—as of a few months ago—upwards of 40-percent of Chevrolet Sonic sales were of the hatchback.

2 – Riviera

Throughout Buick’s renaissance the discussion of utilizing former nameplates has been a constant, and outside of Regal the brand hasn’t leveraged names of yesterday. We think that should change with the addition of a much-needed coupe by bringing back the respected Riviera nameplate.

There are a lot of options to bringing the Riv back. It could be on the front-drive Epsilon platform or through GM’s Alpha rear-drive architecture. Regardless, Buick could use a really high-styled coupe. In fact, the GM lineup as a whole could use a coupe.

Using the Riviera concept car (pictured above) as a jumping off point would be a good start.

3 – Rear-drive Regal

We at GMI love the current Regal. It’s European roots make for a fantastic driving sedan, and the GS is even better. The problem is, the car doesn’t sell. Buick is quick to say that Regal’s low volumes were planned, which may be the case. Regardless, if a business case can be made around selling 1,100 Regal’s a month, perhaps one can be made for making the Regal more of a rear-wheel drive niche sedan?

Built upon the Alpha platform, the Regal could become a less pretentious rear-wheel drive offering within the GM stable. A car that is elegant and athletic, but not as hard-core of a performer as the Cadillac ATS. As the ATS proves itself and moves upmarket in price, the room may develop for a Buick sedan on Alpha.

Toss in a GNX performance version and Buick quickly grabs the attention of younger buyers. And maybe, just maybe, those younger buyers would end up buying a Verano Hatch in their price range.

Which vehicle do you want to see Buick roll out?

[sfbreh]

Is that it?

• Verano hatch
• Riviera
• Cascada
• Park Avenue
• Regal that sells
• Midsize crossover
• Compact crossover alternative to the Encore

[buick59]

as a true Buick fan, an Enclave and a GS, I would agree with the Verano 3 door hatch, the Riviera coupe, and the Cascada convertible. the brand desperately needs a couple of fun cars.

[donmateo]

Some sort of flagship, a coupe, and LaCrosse wagon.

[96RIV]

My line-up would look like this:
Encore
Verano + 3&5 door hatch
Cascada
Rendezvous
Regal
LaCrosse
Enclave
Park Avenue - Not the Chinese car.
Riviera - Full Size, looking nothing like the 2007 concept.

[EJD1984]

I would also add a full size Park Avenue on the Omega platform.

[nruggiero]

I'm still waiting for my Velite from 2004, but I don't see that ever happening anytime soon.

[mikesright]

I really don't think Buick should tread on Cadillac with an ATS Lite. I think Buick should expand to have an Equinox variant, the Verano hatch rebadge of the Opel Astra, and add a Riviera and Velite. The Riviera would be FWD and the Velite would be a RWD car based on Zeta or a low cost variant of the new Omega platform, available as a convertible only. Buick needs several of those types of vehicles (HALO-types) to break out of old person territory. The current products are a great start.

[TechnoAura]

Nick,

Thank you for your post.

I will vote for all of the above in regards to future products to add to or change the current Buick portfolio. I think a business case can be made for an Astra-derived Verano hatchback, along with a rear-drive Regal sports sedan and upscale Riviera coupe. All three of the aforementioned would make for great niche products that would help bring in a younger, yet more sophisticated, clientele. A market GM appears to want Buick to cater. The Verano sedan, LaCrosse, Enclave, and possibly even the Encore can be Buick's higher volume products that could help provide the financial backing needed to offer such niche products.

Focusing on the Regal, specifically, if GM wants to continue to offer a sporty alternative to the family sedan in low volume numbers, truly make the Regal different than the Verano and LaCrosse by making it a turbo only sedan with rear wheel drive and the option of a six speed (or more) manual. All wheel drive can even be an option. If GM decides to green light a rear drive Regal on the Alpha platform, I selfishly would like to see a design similar to the current generation Regal, just slightly smaller. Closer in size to the current generation ATS. Many would probably disagree with my statement, as the current Regal is not selling. As great as the Regal looks, I think many enthusiasts are turned off by the power train offerings. I still receive many compliments on my Regal. In regards to power train offerings, GM should utilize the 2.0 turbo Ecotec currently found in the GS as the standard engine with the option of a V6 or even a turbo charged V6. Again, possibly having all wheel drive as an option. Suggestions many on this site have stated in the past. The technology is there, after all. Use it!

Just my $.02.

[Skippy Maloo]

Good list, but I would add Adam to it.

[jld]

Calais V as Grand National?

[JacozSS]

I know we've beaten this horse to pieces, but I'm telling you right now I would have a GS sitting in my driveway if it would have come in Insignia OPC(I might lose my mind if we got the Sports Tourer) form with the AWD and true Recaros...the 6 would be nice, but it was jsut right when they showed the concept. For me there's not enough room between the Regal and the Verano to justify not just getting a Verano Turbo.

I hope they bring the Cascada convertible here as it's just a pretty ride. Camaro might be too much for some, but this would be nice for G6 replacers or someone not in Corvette camp that wants a back seat.

[stern12]

I sell Buicks and are running joke is we need a LAgeezer to sell 1 car two options (leather or cloth) two power seats and heated simple radio. To make happy our older customer base, The car line at the moment does draw the younger people in but our root custmers do not understand or want that car. The largest growing segment of our population is people over the age of 70. These are high credit score solid either total cash customers or can finance anything they want. There is at least 30 years or these customers and Buick has tossed them to the side. I wait on these customers every day because they are also very steady in house service customers. I completely understand the youth movement but there is a large segment that we completly ignore and it is a profitable one

[ChevroletGuy]

I would love the Insignia wagon with AWD beefed up.

[GM-Joe]

Yes:
1) Astra/Verano Hatchback - different name needed.
2) Cascada/Verano convertible - different name needed.
3) Calibra/Riviera - different name needed.
4) Adam - different name needed, could be built with the Sonic.

No:
1) RWD Regal - this is Chevy and Cadillac territory, not Buick anymore.
2) Riviera - Great nameplate, but too old for young people. No city or region names for Buick.