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Buick's Proven Path to Quality
Why it will stay on track
GMInsidenews.com
5/15/2004
Rainier, Terraza, Lacrosse, Rendezvous. What do all of these Buicks have in common? Not a one of them can hold the claim "all new" at time of launch. This might at first seem like a bad thing. But this cautious approach may actually be Buick's secret weapon in the quality war that will keep it on top of the JD Power survey and high on other customer satisfaction and quality surveys/lists.
Is this intentional on the part of GM, or just a matter of coincidence and a lack of design dollars dedicated to Buick? Either way it would seem to be a safe way to further bolster, or at least maintain Buick's image as a dependable, high quality brand, and make it recognizable as so to young people and those who've never set foot in a Buick dealership.
By choosing this method of pursuing tried and true vehicles, platforms and engines, GM assures itself a "proven" lineup at Buick. It also allows Buick buyers the ability to get into "new" vehicles that while freshly styled don't have all of the bugs that "all-new" platforms bring with them. And its not even necessary that buyers know this - as long as the quality speaks for itself. It goes beyond just "using old stuff" in new Buicks - it means using the best parts for the job, and weeding out the parts that have proven less than reliable in other GM cars in the past. This is the "evolutionary approach" to quality engineering that Bob Lutz heralded when the 2004 Pontiac Grand Prix was introduced, and attributed to the best of the Japanese brands long-term strategy.
Boring? Maybe. But smart for this GM brand.
Of course, if this was all Buick marketing had up its sleeve, it would lead to derision and dismissal of Buick vehicles the young, hip, or high tech crowd so often attracted to Import brands. To help keep itself in the game with them, Buick can continue to offer "Ultra" versions of existing models that employ new Cadillac-bred "techy" engines, trendy paint and trim schemes, and an air of exclusivity of a type that appeals more to 30-somethings than Continental kits, Designer Interiors, and Gold Packages that would likely lure in 60-somethings instead.
Buick also needs to pursue ever smaller panel gap fits, and continue to improve the tactile feel and look of its interiors and exteriors. The Lacrosse seems to be doing a good job of this, but the pre-production model of the Terraza I saw at the Auto Show (despite claims of smaller fit tolerances on this vehicle as well) had a poorly attached "cargo storage bin" with a wide gap between the original load floor and the (removable?) plastic tray. The cargo bin didn't seem quite molded to the shape of the floor, and even looked warped - like it would never fit correctly. Hopefully this was just a pre-production oops. GM needs to ensure that no matter what factory its variants come from - even the ones that produce Uplanders - they have the same dedication to Lexus-like quality for the Buicks they roll out.
Breaking down the new and recently introduced Buick vehicles:
1. Rainier - Had the luxury of being a Bravada for some time before making the "Quiet Tuning" transformation into a Buick.
2. Rendezvous - Perhaps the "newest" of them all at launch - but it was still derived from a years-old minivan platform, utilizing the same basic powertrain.
3. LaCrosse - By the time it is on dealer's lots, the 2004 Grand Prix sibling will have been on the market for over a year, with its "evolutionary" platform dating back over a decade. At launch this new Buick will offer the "bulletproof" 3800 engine - tried and true (if a little long in the tooth for a 2005 model) - even though the newer 3500 gets almost the same horsepower and torque. A Cadillac CTS-employed 3.6L DOHC engine will likely be offered for an "Ultra" version, just like the Rendezvous.
4. Terraza - An improvement on the GM minivans that came before it, but not radically new by any means - except in interior and front end looks. This is another example of a Buick on a tried and true platform getting the "Quiet Tuning" treatment for differentiation.
With a lineup like this, Buick is the "safest" of all of the GM brands. And while auto enthusiasts and automobile magazine editors might not be thrilled by the lack of new goodies under the skin of their mainstream models, the labels of "safe, reliable, and proven" seem to go a long way with the crowd that in ever growing numbers buys Toyota's products.
These are precisely the labels Buick should shoot for.
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Why it will stay on track
GMInsidenews.com
5/15/2004
Rainier, Terraza, Lacrosse, Rendezvous. What do all of these Buicks have in common? Not a one of them can hold the claim "all new" at time of launch. This might at first seem like a bad thing. But this cautious approach may actually be Buick's secret weapon in the quality war that will keep it on top of the JD Power survey and high on other customer satisfaction and quality surveys/lists.
Is this intentional on the part of GM, or just a matter of coincidence and a lack of design dollars dedicated to Buick? Either way it would seem to be a safe way to further bolster, or at least maintain Buick's image as a dependable, high quality brand, and make it recognizable as so to young people and those who've never set foot in a Buick dealership.
By choosing this method of pursuing tried and true vehicles, platforms and engines, GM assures itself a "proven" lineup at Buick. It also allows Buick buyers the ability to get into "new" vehicles that while freshly styled don't have all of the bugs that "all-new" platforms bring with them. And its not even necessary that buyers know this - as long as the quality speaks for itself. It goes beyond just "using old stuff" in new Buicks - it means using the best parts for the job, and weeding out the parts that have proven less than reliable in other GM cars in the past. This is the "evolutionary approach" to quality engineering that Bob Lutz heralded when the 2004 Pontiac Grand Prix was introduced, and attributed to the best of the Japanese brands long-term strategy.
Boring? Maybe. But smart for this GM brand.
Of course, if this was all Buick marketing had up its sleeve, it would lead to derision and dismissal of Buick vehicles the young, hip, or high tech crowd so often attracted to Import brands. To help keep itself in the game with them, Buick can continue to offer "Ultra" versions of existing models that employ new Cadillac-bred "techy" engines, trendy paint and trim schemes, and an air of exclusivity of a type that appeals more to 30-somethings than Continental kits, Designer Interiors, and Gold Packages that would likely lure in 60-somethings instead.
Buick also needs to pursue ever smaller panel gap fits, and continue to improve the tactile feel and look of its interiors and exteriors. The Lacrosse seems to be doing a good job of this, but the pre-production model of the Terraza I saw at the Auto Show (despite claims of smaller fit tolerances on this vehicle as well) had a poorly attached "cargo storage bin" with a wide gap between the original load floor and the (removable?) plastic tray. The cargo bin didn't seem quite molded to the shape of the floor, and even looked warped - like it would never fit correctly. Hopefully this was just a pre-production oops. GM needs to ensure that no matter what factory its variants come from - even the ones that produce Uplanders - they have the same dedication to Lexus-like quality for the Buicks they roll out.
Breaking down the new and recently introduced Buick vehicles:
1. Rainier - Had the luxury of being a Bravada for some time before making the "Quiet Tuning" transformation into a Buick.
2. Rendezvous - Perhaps the "newest" of them all at launch - but it was still derived from a years-old minivan platform, utilizing the same basic powertrain.
3. LaCrosse - By the time it is on dealer's lots, the 2004 Grand Prix sibling will have been on the market for over a year, with its "evolutionary" platform dating back over a decade. At launch this new Buick will offer the "bulletproof" 3800 engine - tried and true (if a little long in the tooth for a 2005 model) - even though the newer 3500 gets almost the same horsepower and torque. A Cadillac CTS-employed 3.6L DOHC engine will likely be offered for an "Ultra" version, just like the Rendezvous.
4. Terraza - An improvement on the GM minivans that came before it, but not radically new by any means - except in interior and front end looks. This is another example of a Buick on a tried and true platform getting the "Quiet Tuning" treatment for differentiation.
With a lineup like this, Buick is the "safest" of all of the GM brands. And while auto enthusiasts and automobile magazine editors might not be thrilled by the lack of new goodies under the skin of their mainstream models, the labels of "safe, reliable, and proven" seem to go a long way with the crowd that in ever growing numbers buys Toyota's products.
These are precisely the labels Buick should shoot for.
