By on November 12, 2009

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25 Comments on “How To Talk About A Rebadge...”


  • avatar
    Steven02

    Does it matter if it is a rebadge of a brand that isn’t offered in this market?

  • avatar
    dejal

    Mr. Lyon sounds like he would be a natural on one of the home shopping networks.
    Doesn’t look like a lot of back seat head room.  Also, 18 inch rims standard with 19 an option?
    Good luck with that.  Looks cool until you bend on rim on our crappy potholed roads.
    Blew by a guy in a late model 911 on Monday who was going about 25 miles an hour and weaving all over the road on a back road in Cummington Mass (think very rural) on Monday.   He was scared of bottoming and/or screwing up his wheels.   Pathetic.   But, he was the shiznet, except on beat up roads where he was just an ass-clown.
     

    • 0 avatar
      geozinger

      I wonder about this trend of these rather large wheels on all of these newer cars. I personally think that since the larger wheels beget larger wheel openings, then all of the proportions start getting out of whack. It would be different if you got bigger brakes with the larger wheels, but you’re just getting bigger wheels, no other tangible benefit. 
      Our new Pontiac came with 17″ wheels as opposed to the older models’ 16″ wheels. They look nice, but other than higher prices when I go to replace the tires, I’m not seeing a huge benefit with these wheels.
      Why do they bother?

  • avatar
    SV

    @Steven02: No, it doesn’t matter.

    The car looks great, but I still worry about having a 2.4-liter four as the base engine. This isn’t a Malibu, it’s supposed to be “premium” – make the turbo four the base engine and a 260-280hp 3.6 the optional motor. Make the LaCrosse available only with the Camaro’s 300hp 3.6 (or maybe the 2.8 turbo V6?), with perhaps a higher-powered LaCrosse Super to follow later on. The Regal would base at $27k and the LaCrosse at $32k. Along with the Chinese-only Zeta chassis Park Avenue as a $40-50k flagship, you’ve got a good car lineup. As it is, too many weaklings.

    • 0 avatar
      dwford

      I agree, no problem with a rebadge of a car not otherwise sold here. Also agree on the engines. Buick is moving into Chevy territory, when it should be moving up into Caddy territory so Caddy can move up.
      I have no problem with a front drive Buick sharing space with a rear drive Caddy because they won’t compete too much – different buyer, but I do have a problem with a Buick that shares a chassis, engine, and price point with a Chevy. Makes no sense. At least it is not just a straight rebadge of a Malibu like GM used to do.

      Buick shouldn’t be doing trim levels, either. Sell a loaded car with maybe 1 or 2 packages so you can gouge for the navigation or wheels, that’s it.

  • avatar
    TomH

    I wonder if anyone at GM noticed that the vertical profile of the front facia is NOT aligned with the profile of the hood.  (Fairly clear at the 41 sec. and 1:11 marks where the gap disappears at the center illustrating the differences in the respective profiles.  If it were visible in one versus the other, the defect could be explained away as a perspective issue, but you can see it in both.)
    So much for sweating the details.

  • avatar

    Whatever the merits of the car maybe it still does not look like a Buick. It is an Opel masquerading as a Buick. At first glance it could be mistaken for a Mercury.
    At least with the 1996 Riviera Buick gave the car a distinctive appearance that could only be a Buick.

    Link : 1996 Riviera
    http://carphotos.cardomain.com/ride_images/1/2993/3721/7481860068_large.jpg

  • avatar
    lahru

    OK looking car and would make a god Chevy Malibu. That’s the trouble withese guys is they spend all of their efforts making a good car? and then slot it into the buick line because they either heart t dream of the extra cash that might be mad e with it being a buick instead of making it a chevy and sold through a larger dealer body at a somewhat lower price. They give the winners to the smallest sales channels and deny themselves of the money that could be make for the money they hope they will make. It is a very self defeating business model, as if they made this car a winner, they would have to make a better car for buick and a better car for cadillac. They feel if they start at the top with their best car and deny options or engines for the lower brands that we’ll all start at the top and ???
    Worked 50 years ago, when they had a 45% market share and they had innovation on their side. The problem today for them is 18% market share gets you little more than the ability to come up with a good looking car with all the features and benefits that everybody else has. I seem to recall a song about livin’ in the past…
     
    Paging Steven Tyler!

  • avatar

    too small to be a Buick. wrong body lines.

  • avatar
    micanichi

    Beautiful, fantastic, signature, beautiful, fantastic, signature, beautiful, fantastic, signature – can we have more cliches, please? This reminds me of a bad design one presentation and just because you place the steering wheel in front of a seat doesn’t make it driver-centric. GM will always be a mediocre company as long as it’s inhabited by mediocre designers.

  • avatar
    mtymsi

    I am definitely in the minority but I like both the exterior and interior (dash, center console) of this car. I think it has good looking distinctive styling for its segment. I don’t think it’s a mistake to offer it with a 4 cyl either being as most Camrys, Accords, Fusions and Malibus sold are 4cyl. I think one of its biggest hurdles will be getting prospective buyers into a Buick showroom to consider it. Buick as a brand is so muddled most consumers are not familiar with their offerings. The other key is price, I think it needs to start around $25k and top out at less than $30k. It will be very interesting to see how Buick does with this car.

  • avatar
    Via Nocturna

    To be fair, the Regal, LaCrosse, and Enclave are the best offerings GM has made with the Buick brand in decades. Problem is, I’m afraid it’s too late for the brand as a whole. This sort of mass-rebranding effort should’ve happened at the same time (or even earlier) GM set to work on Cadillac. Buick’s between a rock and a hard place as it is–trying to veer away from its established (and, let’s face it, dwindling) customers into younger territory. I have my doubts that the 65+ crowd are going to be especially interested in the small, European Regal. Conversely, the younger segment wants nothing to do with a brand infamous for building geriatri-cruisers. If Buick had a financially healthy, competent parent company to guide it through this transitional period, I’d have some optimism. But this is GM we’re talking about. It’s yet another case of too little, too late at GM–as with Oldsmobile, Saturn, and Pontiac, GM starts to get the point after it’s already too late. Buick’s days are numbered.

    Oh, and regarding styling, it’s pretty and inoffensive, but the profile and going-away views are dull. Points for avoiding portholes and other chrome gewgaws, though.

  • avatar
    npbheights

    I know would whack the hell out of my head getting into the back seat of that car, and I’m only 5’10” tall.

  • avatar
    Robbie

    If they sold this thing as an “Opel Insignia” here in the States, I might buy one…

  • avatar
    210delray

    @mtymsi
    I don’t think it’s a mistake to offer it with a 4 cyl either being as most Camrys, Accords, Fusions and Malibus sold are 4cyl.

    I do — the 4 named cars are sold as mass market brands.  Buick is supposed to be above the fray; otherwise, what is the point of Buick?

    • 0 avatar
      TXCarFan1980

      The point is the CAFE regulations of 2016…before long everyone is going to switch to smaller engines to meet the requirements. Don’t blame the automakers…as far as the Regal, I will HONESTLY say that it is by far the best Buick I have seen in a long time. And this is coming from a 29 year old. I would be happy to own one as it looks like more like a driver’s car than does the LaCrosse.

    • 0 avatar
      Steven02

      Acura and Audi sell 4 cyls.  In the future, I bet more and more luxury brands follow suit.  Gas prices are nice right now, but won’t be too much into the future.

  • avatar

    Lyons has done some good work for Cadillac. It is just the concept for this Regal is all wrong for Buick.

  • avatar
    slyall

    Bring back the 3800 !

  • avatar

    It reminds me too much of my Malibu.  Except the Malibu was in the low 20’s price point.  The Malibu is a good daily driver and feels somewhat upscale compared to the camry but its too brand engineeringish.

  • avatar
    mtymsi

    @mtymsi
    I don’t think it’s a mistake to offer it with a 4 cyl either being as most Camrys, Accords, Fusions and Malibus sold are 4cyl.

    I do — the 4 named cars are sold as mass market brands.  Buick is supposed to be above the fray; otherwise, what is the point of Buick?
     
    Because that is what the market wants, 4 cyl engines. The buyers of those cars aren’t buying them with 4 cyl engines by default, all offer 6 cyl options. In the overall scheme of things Buick can’t decide what kind of brand it wants to be, near luxury or full line. The biggest problem I think they will have is getting potential buyers to consider the car. Most have no idea what kind of cars Buick sells, the brand is all but irrelevant. I’m sure were it not for Buick’s Chinese popularity GM would have dropped it. The Regal won’t have the base model the other offerings have but I’m sure GM would like nothing better than for Buick to be a mass market brand which is what it was for most of its history.

  • avatar
    PartsUnknown

    I’ve never owned a GM product and don’t aspire to.  The last American car I bought – my wife’s 2008 Ford Taurus X – was my first.   I doubt I will ever ride in – never mind buy – this Buick.  But I’m seeing a German-engineered car, with an attractive exterior and interior (I think so – purely subjective), reasonably sized with class-competitive engines.  Who cares if it’s “not a real Buick”?  Let it go – they’re not going to build the ye olde land yachts ever again.  Branding issues aside, and of course, the fact that no one has driven it yet, this looks like a pretty good car.

    • 0 avatar
      joeaverage

      People who buy the Dodge Sprinter have been buying the Mercedes rebrand kits online. We could do the same with this Buick. Depending on the cost I’d like to if I bought the Bui — ,er – Opel.

      Am holding out for the wagon if it ever shows up. Don’t want a big SUV and we’d like to have something other than another CUV.

  • avatar
    VanillaDude

    As an old Saturn guy, it slays me to see this 2011 Aura being sold as a Regal.


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