GMI's Revitalization in Action | The Dream Buick Lineup

ChevroletRevived said:

It's a Future Product Extravaganza!

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Welcome to a new Feature here at GMI; Revitalization In Action. Planned as a series of dream lineups possible for each of GM's brands, the first in this series, Revitalization in Action; The Dream Buick Lineup, has been a long time in the making, a collaboration of GMI Staff Member ChevroletRevived and GMI Chopper Fbodyrules. Our mission? To show, with a realistic feasibility factor, the great and focused lineups possible for each GM brand in North America. There has been talk of a brand cancellation, but with tight focus and a small, but effective vehicle lineup, divisions can become as one, as with the BPG collaboration. This Feature does this, showing what is possible in a focused line of Buick vehicles. The reason for the selection of the Buick brand as the first in our series is simple; Buick, along with the rest of BPG, is first in line for it's $3 billion revitalization. That, along with the shared belief that the Buick brand has much yet untapped potential were the driving factors in it's selection. The voice of the fans can make a difference. Some serious R&D and a brand with a lot of potential can spell success; if done right. And that's what we're here for. Thanks for viewing, and enjoy!

2010 Buick LaCrosse

Available: Spring 2009
Platform: EPII
Drive Wheels: CXL: Front, CXS: Rear
Engines: CXL: 2.8L HF V6 w/245 hp (FWD), CXS: 3.6L HF V6 w/295 hp (AWD)
Transmission: 6 speed Automatic (Standard)

This car is a proposal for the next LaCrosse, set on the versatile new EPII platform, currently under development. Our proposed LaCrosse, following the rumors of the next generations's move upwards in size and price, is larger then the current model, and is mirrored after it's larger and more expensive Roadmaster sibling. Not developed to be a sports performance BMW-esque sedan, the LaCrosse;s mission is to take the ES head on. Not positioned as a ''cut rate'' ES, the LaCrosse not only matches, it exceeds the standards set for this class. It's aim? To take refinement, sophistication and technology to new levels, directly competing and winning it's Japanese peers. The LaCrosse is priced accordingly to the competition, and the CXS is priced squarely in ES territory. Moving downmarket to the CXL starts you out at a lower price point, covering the smaller luxury segments with it's $29,995 introducutory price point. The LaCrosse will be priced competitively and will be a good value proposition. We believe that it's competitiveness in exceeding the set standards, combined with the distinctive American style and boldness lacking in the ES, the LaCrosse will win over buyers as it changes perceptions and Buick shifts back into contention.

2010 Buick Wildcat & Wildcat Gran Sport (Vehicle Below)
Available: February 2009
Platform: Zeta
Drive Wheels: Rear
Engines: CXL: 3.6l HF V6 w/300 hp, CXS: Next Gen Northstar V8 w/350 hp (GET INFO)
Transmission: 6 Speed Automatic (Standard)
Starting out a bit above standard LaCrosse CXS territory, the Wildcat RWD sedan would be priced competitivley, at around $42-45k, Positioned as a Buick alternative to the Lexus GS and aimed toward young professionals and businessmen, the Zeta based RWD Wildcat will be a Buick ''want'' vehicle, the sportiest in the sedan lineup. Inside and out, the styling of the Wildcat sedan copies cues from the successful Velite concept car, first shown in 2004. The interior of the Wildcat posseses subtle retro cues, like a retrofuturistic steering wheel, chromed vents and round instrument binnacle showcased in the Wildcat Gransport (shown below). Satin nickel trim abounds, and only a few sparse, yet ideally placed, pieces of wood round off the look of freshness and modern minimalistic style inherent in the car's design. A favorite of enthusiasts and professionals alike, the Wildcat is a Buick like no other, a uniquely placed piece of automotive perfection, and the image leader of the sedan lineup.

2009 Buick Wildcat Gran Sport

Available: Fall 2008
Platform: GM Y-Body
Drive Wheels: Rear
Engines: 4.4l Supercharged Northstar V8 w/425 HP
Transmission: 6 speed automatic

Introducing the Buick Wildcat Gran Sport: the ultimate expression of Buick's renaissance and the Buick ''Halo'' vehicle. Priced at around $55-6-k, the powerful and luxurious V8 Gran Sport takes cues from Buick's past, most noticeably in it's unmistakable Riviera boat tail liftback rear end. The Gran Sport is a styling stunner, oozing style and class with it's beautiful pilarless construction, Velite styling, and T-Top Roof. Truly the pinnacle of style and luxury in the Buick lineup, the Gran Sport, like the Corvette, offers value for the money, keeping company with exotics and luxury coupes much higher in price. The Gran Sport will be a real perception shatter, bringing a competitive dose of American style and luxury to the segment and spreading the positive new image across the entire lineup.

2009 Buick Roadmaster & 2010 Roadmaster Coupe

Available: Spring 2008 (Sedan) and January 2009 (Coupe)
Platform: Zeta
Drive Wheels: RWD
Engines: CXL: 3.6L HF V6 w/275 HP, CXS: Northstar 4.6L V8 w/350 HP
Transmission: 6 speed automatic (Standard)

The next generation Lucurne is currently under development by Buick. In our proposal, it will be getting a name change, to Roadmaster. Based on the Zeta RWD platform and built at the Oshawa plant in Ontario, Canada, the Roadmaster features the emotional styling language displayed on the Enclave luxury crossover, first introduced as a concept crossover in January 2006. As the replacement for Buick's hot selling Lucurne, the Roadmaster carries on that car's strong points and builds on them. With even more power and bold American styling, the new Roadmaster offers RWD, V8 power and a refined and upscale interior. Roadmaster will be in a class of it's own, offering comparable features and refinement of luxury sedans costing thousands more. Starting at the high end of the 300C's price point, the Roadmaster will handily surpass that car's refinement, luxury and features, all with a distinctive American style of it's own. Positioned as a low price American Lexus LS, Roadmaster will be the integral part of Buick's renaissance plan, an exellent selling, high profit model in the Buick lineup.

GMI Staff Member Ming's Comments:

It disappoints me that GM needs to spend huge sums of money to "revitalize" any of its brands. Revitalization means that for any number of reasons GM has let these brands decay or has led them astray. Either that, or it takes GM so long to come "full circle" back to infuse more money into its many brands that they become stale over the span of time it takes for GM to cycle through them completely. For Buick the problem has been using "proven" technology as an excuse for not spending R&D dollars on keeping things up to date. The naturally aspirated 3800 engine, for instance - the Buick Workhorse, while great in 2000, hasn't changed a bit since then. The Lucerne's 3800 engine gets less than 200 horsepower, while Hyundai has since introduced its Azera 3.8L V6 producing 265 horsepower.




Buick needs two things for success. Technology and Style. On the tech front, Buick should have the best possible, most competitive engines that still have a track record for reliability. The 3.6L DOHC engine should be standard on the Lucerne. If that means tweaking horsepower output a bit to improve smoothness, NVH and fuel economy then so be it. It also needs 6-speed automatics across the board. Nothing says "value" (read "cheap") these days more than a 4-speed.Buick needs expressive styling that oozes luxury and harkens back to its glory days of the mid 20th century. Buick of China seems to have the right formula for looks. Detroit's CSV Terraza and to a lesser degree, the LaCrosse are examples of Detroit budget styling gone wrong. The examples of styling in the photos above would give Buick a great injection of life that is sorely needed. But the Beancounters at GM must not be allowed to saddle any of them with yesterday's technology, giving only pricey "Ultra" models the technology needed to compete. Looks alone will not win back respect for Buick.













Article Conclusion:


The Lucurne has demonstrated that, with good product, there is yet life to be found in Buick. The market is wanting big, RWD sedans yet again. Could the market's demand for this kind of product help rekindle the fire at Buick for producing classic American sedans and coupes? The beginning of a new era at Buick, one where styling and quality reign once again? I commend GM for the Enclave; it embodies the very spirit of Buick, and what it should be again. Product is the vehicle for exploiting potential, and now, with it's revitilization, Buick is getting those vehicles. This dream lineup was an example of the competent, competitive and focused lineup possible at Buick. Now, with it's revitlization coming up, will the dream be realized?


Written by: GMI Staff Member ChevroletRevived

Chops provided by: GMI Chopper fbodyrules

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Al465 said:

This should knock the socks off the Japanese cars.

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Chevy_Rules said:

.... No more vehicles should be on the Y-Body. The 'Vette and XLR is enough. Overall though, good write up! And good chops FBODYRULES!

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ciciusss said:

.... Perception plays a big part and with many people turning to the internet for researching cars, reading a review that derides the LaCrosse or Lucerne for being equipped with a 3.8 and 4 speed automatic probably effects many peoples buying decisions....

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ciciusss said:

First, I would like to commend you guys on your hard work. I have a few issues with the proposed lineup. First, design wise, these are bold, aggressive designs with over-sized wheels that personally need to be toned down. Cadillac has already moved in this direction and I don't think Buick should follow on this same path. I think Buick's design direction should be more elegant with clean lines (I'm not saying boring designs).

Secondly, some of your product will overlap with Cadillac. The Buick Wildcat Gran Sport (a sharp design by the way) has a price point that will put it in the realm of the Cadillac CTS-V and with Cadillac possibly/ probably introducing a coupe type CTS product, I don't think this needs to be done. Despite what many people think, the coupe market will not grow. This has been the trend since the 80s. So in this case, you would be introducing another coupe that will most likely take away sales from another GM brand.

I do agree with you guys that Buick should not be plodding along with dependable, but increasingly archaic technology. The 3.8 should not have made it into either the LaCrosse or the Lucerne. And by all means, they should be equipped with more than 4 speed automatics. Perception plays a big part and with many people turning to the internet for researching cars, reading a review that derides the LaCrosse or Lucerne for being equipped with a 3.8 and 4 speed automatic probably effects many peoples buying decisions.

Another thing that needs to be addressed is packaging. The LaCrosse CXS has stabilitrak available, but it is unavailable with CX or CXL. Same thing with magnasteer with the Lucerne. These items, for example, have to be made available for those people who may not want the biggest engine available for that model.

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jcurry05 said:

Dude, I'm glad your not in charge. it is unfortune that many of the leaders of GM share your view. Why do you think it is bad for GM to have alot of a good thing. the focus is taking sales away from the japanese you know. Just because Cadillac has similar models does not mean people willstop buying Caddies and go buick it is very possible that they will stop buying Acuras, Infinitis, and Lexus. Your are thinking just like the GM brass and in case you haven't notices they are not exactly the best at what they do. In fact they suck. It is far to say that they are some of the most incompitent people in the business. I love GM and hope they doo alot better and send that foreign crap back over both ponds. But that will never happen with your kind of thinking. GM has to be aggressive and the brass is being a real disappointment. Granted the Camaro and others are hot fresh models but they are not going to retake the market. GM used to own the place and now they are struggling to survive and I can't stand it. They need some new ideas and fresher thinking. Too many old farts incapable of change I think. Come on GM start trying again and reclaim your turf.

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mgescuro said:

:bio:: ...and you know why too...

That aside, this Buick lineup is aggressive and substantial. They look sophisticated and stylish. Exactly what Buick needs to compete with Chrysler and high end Toyota and Hyundai and Lincoln.

The issue here is that the entire lineup is way overpriced. You've got cars that severely encroach into Cadillac's territory. 425HP Northstar ( :bio:: ) in a $60K car. The only car appropriately priced is Lacrosse... that is assuming you're moving it UP in rank.. to where Lucerne is now. Otherwise... it's $6,000 overpriced.

What you seem to be doing here is creating a sophisticated luxury car to compete with Lexus. Well, sorry, that REEKS of GM "revitalizing" a brand because it's their brand. I'm of the mindset that Cadillac can run the entire gamut of luxury cars. Essentially, you can take a few of these cars and turn them into Cadillacs.

Target Chrysler. Cap the top end Buick at $45-50,000. And you have a decent lineup. No need for 2 coupes.
Lineup should be:
-- LaCrosse -- $25-33,000
-- Lucerne (Wildcat) -- $32-40K
-- Riviera (Coupe) -- $35-45K
-- Roadmaster -- $40-50K
-- Enclave -- $28-40K

No more. No less.
Buick should also consider entering the Livery business with said Roadmaster or Lucerne. This would challenge Chrysler's foray into this market. It would also allow Cadillac to do other things with their lineup.

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jcurry05 said:

Why do you think it is bad for GM to have alot of a good thing. The focus is taking sales away from the Japanese you know. Just because Cadillac has similar models does not mean people will stop buying Caddies and go Buick it is very possible that they will stop buying Acuras, Infinitis, and Lexus.

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