Led by a new design theme, Buick seeks to remake its image
By John McCormick, Special to The Detroit News
March 21, 2019
America’s premium automotive companies are struggling to find their footing in today’s crowded luxury market, hemmed in by the dominant German makes and the relatively new and aggressive Asian brands.
Against this backdrop, one of Detroit’s longest-lived nameplates, Buick, is remaking itself with a new effort based largely on a fresh design theme.
Buick survived the drastic culling of brands at GM brought on by the 2008 recession and the parent company’s bankruptcy, mainly because of its popularity in the booming Chinese market. Buick’s success in China has continued but now the venerable marque wants to raise its profile in the U.S. as well, with a major, design-led wave of new products.
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