By on August 6, 2010

Sometimes I miss Bob Lutz so much it hurts.  First we’re teased with rumors of a Cadillac flagship and now this: a Zeta-based Buick flagship that’s the spiritual successor to the 1996 Buick Roadmaster. The news is exciting, even if it lacks the panache of a Lutzian rear-wheel-drive screed. But you have to read a little deeper for the real punch line.

The Buick Roadmaster never had the stones to fight the Lexus LS400.  But GM Inside News reports the opposite, “the logic internally is that the Buick flagship would be designed to compete directly with the Lexus LS, while the Cadillac flagship would be designed to directly target the BMW 7-Series.”   Buick and Cadillac already fight each other in at the near-luxury price point, and their incentive laden, six-cylinder offerings aren’t selling in numbers that strike fear in the hearts of incentive-averse BMW and Lexus. To say it’s an uphill battle for volume-intensive General Motors is an understatement. Just look at the incentive-fueled fiasco created by overproducing the flagship Corvette ZR1!

While I am thrilled to hear of a resurgence in proper GM Iron, this reeks of the branding desperation once seen in GM’s downsized luxury sedan portfolio of the 1980s.  No matter how un-beancounted they shall be, these super-luxe sedans have an identity crisis built into their price point. It’s a tough road to bring a proper Cadillac flagship back into the public conscious, but that’s where this brand belongs.  But who is gonna pay $60-large for Buick aimed at the Lexus LS?

Yes, the Chinese Buick Park Avenue needs a refresh. Taking stateside advantage of that is a smart move. But until GM figures out Buick’s near luxury role and Cadillac’s top dog status, they will eat each other alive. And while they bludgeon themselves with each other’s VW Phaeton-esque rebates, BMW and Lexus breathe a collective sigh of relief. Again. Because, sort of like my 1986 Cadillac Fleetwood Seventy-Five, a true Caddy is head and shoulders above a comparable Buick: longer wheelbase, better performance and abundantly more luxury features. Most importantly, that implies a far less attainable MSRP.

I’d wager that even the legendary Buickman sees the writing on the Tri-Shield’s wall. Assuming the GM IPO brings long term cash necessary to build these super sedans, they’ll have great appeal for niche buyers and long term collectors. However, believing that this two-pronged approach is a credible threat to the Lexus LS and BMW 7-er is a tough sell. Because at the end of the day, price sells cars.

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48 Comments on “Wild-Ass Rumor Of The Day: Buick Taking On Lexus LS?...”


  • avatar
    carguy

    While Zeta is a capable RWD platform, I don’t think it quite has the refinement to take on the LS or 7 series. However a $40K V8 RWD Buick sedan would be a welcome addition to their lineup.

    • 0 avatar
      HoldenSSVSE

      Exactly. Bring back the Zeta platform with the L76 or LS3 under the hood. Please, please, please. Car buyers are begging for this. And a $40K to $45K decked out Buick version of the Pontiac G8 graced with the better interior of Buick and all the other goodies that made the G8 so great would most definitely sell, and would be a great, “hey we’re Buick and honest, we’re relevant again,” vehicle.

  • avatar
    educatordan

    The Chinese Buick Park Ave is my desktop background. My lady says she thinks I’d look good in it and is frustrated that we can’t get better Buicks in the states.

    Buick should be quiet, non-flashy luxury at a popular price point. (I think Buickman can agree there.) Cadillac should be low volume, spare no expense, in your face, I made it motherf*&#er! Back in the 60s many millionares drove Buicks cause they didn’t want everyone to know they were stinking rich like owning a Caddy would show. Because of the nice interiors they could still enjoy a Buick. This is the way it should be again.

    A maxed out, loaded up Escalade is spirtually closer to the Cadillacs of the 50s and 60s then any sedan GM builds currently.

    • 0 avatar
      tankinbeans

      The Buick pictured is nice. I think of myself more as an understated design person rather than in your face brash.

    • 0 avatar
      SVX pearlie

      I agree, and think Sajeev doesn’t know what he’s talking about.

      Buick targets “Luxury” like Lexus / Mercedes — softer ride, plusher interior, soft & feminine shapes.

      Caddy targets “Premium” like BMW / Audi — tighter handling, stronger engine, hard & masculine shapes.

      To that extent, not having an S-klasse / LS-fighting Buick Invicta is a mistake. Buick needs a “halo” vehicle, and a Opel Omega-based uber-sedan is the way to do it, in the same way that Caddy needs a 7/8-series fighter.

      GM can even afford to lose money on each Invicta that they sell in the US, as long as the car is good because the real money will be more than made back in China where they don’t have the same preconceived notions as Sajeev.

    • 0 avatar

      you’re quite right, I agree. the key is big, with powerful styling. throw in some nice seats and make it quiet. save the techno stuff and have sharp interior colors.

      fwd, rwd, alpha, zeta won’t matter (tho I prefer fwd) as long as we stay true to the brand promise of distinctive but understated elegance. wouldn’t hurt to avoid any rebates, just give the dealers margin to work with.

  • avatar
    tankinbeans

    When I saw this picture I thought for a second it was a Cadillac and I thought, “that looks good” because I thought that it was a departure from whatever the hell is Cadillac’s current design scheme. I have never been a big fan of Cadillac, but the recent designs have been painful.

    Then again we know the adage about opinions…They’re like ______, everybody has them, and they all stink.

    Full disclosure, the 2 GM products that I have owned I have liked. The first was a neglected 91 LeSabre and the current is a 2006 Grand Prix. I’ve not been a big fan of GM as a whole though.

    P.S. Is that a manoquin beside the Buick or a really bored dude in a suit?

    I’m trying to figure out if there is anything from Chevrolet that I will ever like. The recent styling is growing on me, but the former gen Malibu is not pretty.

  • avatar
    twotone

    Looks pretty good in that photo. Any front end or interior photos?

    Twotone

  • avatar
    Cammy Corrigan

    To be honest, Buick building an LS fighter makes perfect sense.

    The way I see it is like this:

    Cadillac and Buick are going to be GM’s luxury competitors. Cadillac will go after the BMW/Mercedes-Benz/Audi crowd. High performance cars with a luxury bent to them.

    Buick is going after the Lexus/Acura/Infiniti crowd. Soft riding luxo-barges.

    But for Buick to be taken seriously in this crowd it needs a full line up. With just the LaCrosse, Insig…sorry, Regal and Enclave, it just seems incomplete. And that’ll put off buyers and damage the brand.

    I think this’ll be a good idea.

    Now, whether they execute the cars well, that’s a different issue…

    • 0 avatar

      Buick’s had a full line up for years, and while it was mostly rebadged junk, it’s never been a business model that grew anything…except maybe debt.

      The notion of Buick and Cadillac fighting with each other in the 50+k price segment is even more foolish as their current overlap in the mid-luxury market.

      Unless 20-large separates their MSRPs, this is a terrible idea.

    • 0 avatar
      Wagen

      I see it more of Buick vs. Lexus, Mercedes-Benz (those who define luxury as cushy ride, supple/overstuffed seats), Cadillac vs. BMW, Audi (those with some concern over the driving dynamics).

    • 0 avatar
      Cammy Corrigan

      Saj,

      Whether or not Buick had a full line up for years, doesn’t mean anything. It’s now which counts, and now, they don’t have a full line up.

      As for Cadillac and Buick fighting each other, I don’t know where you got that idea from my post. I explicitly said that Buick and Cadillac are going after two different demographics, so even if their prices are exactly the same, it doesn’t matter, because their products are different.

      As for the comment of Buick’s stuff of yore being “re-badged junk”, that’s why I added the comment of whether they’ll execute it well or not. The theory of having a LS fighter makes sense, if they poorly execute it, it doesn’t mean the theory was wrong.

    • 0 avatar

      Cammy,

      Re: full line up. GM’s inability for product differentiation (real or in the critical public’s mind) and cross shopping between brands isn’t gonna change just because we are living in the year 2010.

      Re: them fighting. It doesn’t matter if they are supposed to go for different demographics, that’s not gonna happen. People cross shop GM products all the time. The only way to make that stop is to have a Buick that’s waaaay cheaper than a Caddy.

      And when you said, “the theory of having a LS fighter makes sense, if they poorly execute it, it doesn’t mean the theory was wrong” you can see that in decades of great ideas…and chalk this one up to it. GM doesn’t have the time or resources to differentiate these two car without a serious change in pricing. (and everything that comes with selling a cheaper car)

      Then again, if GM makes billions in their IPO and it lasts for 12 months…

    • 0 avatar
      SVX pearlie

      Let me get this straight:

      If Toyota bought BMW, and sold the 7-series alongside the LS, they’d be doing something “wrong” because they have two cars at similar price points that target completely different demographics?

      Seriously?

      Or is it only “wrong” if GM does it?

      Your irrational and unsubstantiated anti-GM prejudice is showing, Sajeev.

    • 0 avatar

      You think that BMW will ever sell itself to Toyota? More to the point, would Toyota even buy BMW?

      Conditional statements like that are way too far fetched to comment on, even compared to the subject matter in this blog.

    • 0 avatar
      SVX pearlie

      Nice non-answer, Sajeev.

      Thanks for conceeding the point.

    • 0 avatar

      Absolutely. Anything to avoid comparing the culture of GM’s long standing problems (with little sign of change) to the cultural nightmare of a theoretical a BMW-Toyota hybrid.

    • 0 avatar
      CamaroKid

      To say that the & Series and the LS are completely different markets is laughable at best, these cars not only sit on top of each other in terms of price, and techical toys, but in terms of performance too (a 750 is only a 1/4 of a second faster to 60 then a LS460, with less then 20 HP between a 750 and LS460)

      Lexus has made it VERY clear that their target IS BMW not MB… That is what the IS and IS-F are all about.. take down the “3″ and the M3…

      Having Buick target Lexus and having Cadillac target BMW is like saying that there is a difference between chickpeas and garbanzo beans. And like eating a big helping of chickpeas, this will just leave GM bloated and full of flatulence.

    • 0 avatar
      NulloModo

      Buick isn’t a luxury brand, it’s a premium brand at best, more along the lines of the (late) Mercury than anything else.

      Pushing Buick more upmarket is a mistake, as it will just eat into Cadillac sales, and then GM will be forced to play the game of purposefully not engineering the best stuff into Buicks to leave room for Cadillac, just as Ford had to with the whole PAG debacle. Had Ford just owned Jaguar/Land Rover, or just Aston Martin, or just Volvo, they could have focused on making it a standalone premium entity, but with all of them to balance, the questions kept coming up ‘If we make this car too good, will it eat into sales of this other car we sell?’ and that is a question no automaker should ever have to ponder, because at the end of it lies only ruin.

      Also – Lexus hardly seems to be aiming at BMW. Yes, they have the IS-F, and the balls-out craziness of the LF-A, but aside from a couple extremely low volume sports models, Lexus is about quiet, comfortable, and plush, a bit like what Lincoln was a couple decades ago. I’ve only ever seen one IS-F on the road, and for every IS, or GS, which are arguably the only really sporty Lexi out there, I see ten ES and RX models.

    • 0 avatar
      Monty

      Why wouldn’t a line-up of Chevrolet/Buick/Cadillac work?

      Chevrolet – biggest car being the Impala, priced at no more than $30K, and everything from the Aveo right throught to the Malibu all priced incrementally up to the Impala’s price point. Chevrolet should have all of the “specialty” vehicles like the Corvette and HHR, resulting in a complete line-up.

      Buick – as stated above, quiet luxo-barge turnpike cruiser, with the smallest car in the line-up being the Regal, with a starting price just above that of the Impala, very well-equipped, all the way up to a halo large RWD sedan (Invicta, Park Avenue, 225, whatever you want to call it) and should be prepared to sell smaller volumes at a much higher transaction price and profit. Buick could probably sell a $60K luxury cruiser – if GM can execute it to be the best in class. So it would be Regal/LaCrosse/Enclave/Invicta, with only the Invicta encroaching into the Cadillac stratosphere.

      Cadillac – no more trucks, period. Leave that to GMC. Cadillac should be sport and luxury combined, and better than the similar BMW or Benz. The line-up should be the CTS/SRX as the entry level Cadillacs, priced almost as much as the top of the line Buick, and then a large sedan (Fleetwood, 65, DeVille, whatever you want to call it) engineered to be “The Standard Of The World”, and it it tops $100K, so be it.

      I know I’m just an armchair quarterback here, but it just seems so obvious. So who cares if Buick only sells 40,000 Buick Invictas a year? Maybe Cadillac and Buick should be constraining production to create a demand situation amongst it’s customers. If a dealer can make $20K selling one Buick Invicta, that’s got to be better than making $1K each selling 20 Regals.

      Pricing can overlap on each Chevrolet model, but not by a lot. Some people would rather have a loaded Aveo than a base Cruz, but some will buy the base Cruz. Whatever. Let the various models in the Chevrolet line-up fight amongst themselves, but there should be little to no overlap with Buick and Cadillac should be so far above Chevrolet that it becomes what it once was – the most aspirational car in the world.

      Watch the great Richard Dreyfus/Danny DeVito movie Tinmen to see what Cadillac once meant.

      I know it’s easy for me to sit at my desk and write this, but looking from the outside in at GM, it’s a fairly obvious solution to the divisional line-ups being too closely priced to one another.

      GM needs to recognize that Buick, and even moreso Cadillac, should not be volume brands. Leave that to Chevrolet.

    • 0 avatar
      crush157

      So, with GM’s platform rebadging, how can you compete with the Euro or JDM cars that have less platform usage? GM’s (Ford) business is how to maximize the same platform with tweaks and different option sets. BMW, Mercedes have a small set of cars to tweak from the platforms. Audi is in a different position with VW.

      American car companies cannot spend the money to create platforms that are different enough to be economical in the manufacturing process to support the levels needed to compete at the Euro/JDM luxury level. Epic fail.

  • avatar
    EChid

    Everyone needs to go to Australia more often.

    The “Buick” park avenue pictured is really just a Holden Statesmen/Caprice. Everyone, meet our new cop cars, cop cars, meet everyone.

  • avatar
    dwford

    So what you are saying is that Buick is going to have a full size, RWD flagship, possibly with a V8!! while Cadillac has a full size, FWD, V6 flagship. That sounds about right for GM.

  • avatar
    Rusted Source

    With Buick and Cadillac targeting Lexus and BMW, I guess Mercedes is not under any direct threat.. just like Lexus and BMW.

  • avatar
    mdwheary

    Slather on the chrome and they’ll sell like hotcakes.

  • avatar
    Superboy

    So wait, that’s not the new Mercury Montego or the new rental Impala?

    • 0 avatar
      DweezilSFV

      Ha!! +1. Let’s make everything look like the Impala, that’ll work…. GM makes all 3 of my heads spin. How many times can you use the same tail lights on several different makes and expect to claim you’re “near luxury” and trying to rebuild your brands?
      I really loved the Toyota Corolla tails on the previous gen Buick whatever.

      Impala,Regal[?],G6,Cobalt,G5,even the frigging ION used the same or nearly the same tail lamps. This thing might as well say Chevrolet on it.

      Amendment X: that’s what GM had done for years: stop gap measures, the same product for 5 brands,just having “something to sell” in the segment.

      At least Acura is doing something unique. This is the same old same old from GM. Glad the Chinese are happy with it though…….

  • avatar
    ajla

    I doubt this will actually happen, but if Buick does bring over the Park Avenue, I wouldn’t expect it to cost any more than the current Lucerne ($30K-$45K).

    The whole “GM taking on the 7-series and LS460!!!!” is just GMI’s mental masturbation.

  • avatar
    philadlj

    The Zeta-based Holden Caprice clone pictured first went on sale in 2006…same year as the US-spec Impala, and you can see the resemblance. Understated, clean and functional. And a little bland. Whatever flagship GM has in mind for either division, they’ll have to do a good job differentiating them not only from each other, but the Chevy Caprice PPV coming soon to precincts near you. That said I believe theres room for two flagships. But I also agree that the Cadillac flagship should be “special” and be priced out of Buick’s reach.

  • avatar
    gslippy

    That picture just looks like an Impala to me – boring.

    I don’t think a high-dollar Buick will woo a Lexus buyer. In fact, it may have the “Cimarron” effect, causing people to point and laugh.

  • avatar

    The current Buicks are winning a surprising number of customers, and many are not the folks you’d expect. A big RWD Buick executed to the standard of the new Regal etc would be an interesting product, one that might for all intents and purposes be the XTS’s successor — and that might offset some of the costs of the mega-Cadillac that Whitacre seems to want so badly. It’d certainly sell in China.

    The idea that it will be on Zeta at this late juncture seems preposterous to me, but we’ll see.

  • avatar
    Amendment X

    I’ve said it before, and I’ll say it again.

    You can only have ONE luxury brand per car company. Keeping Cadillac for fighting BMW and keeping Buick for fighting Lexus sounds good on paper, but it is a stop-gap measure. Find me another car company in the world that does this. It shows GM is still in denial.

    When you maintain brands specifically for the purpose of competing with existing brands from other car companies, you legitimize the superiority of your competitors. GM needs to do things their own way, which history shows is by making soft-riding, Lexus-like vehicles. You can throw in some CTS coupes and whatever else you want for sport, but by and large they do the “cushy” luxury best.

    I know it hurt to see Pontiac die, but Buick should have gone too. It’s unnecessary. And I would argue further that Hyundai has more credibility building a luxury car than GM. In a world where GM was serious about its future, it would have liquidated EVERY BRAND BUT CHEVROLET, and then maybe in 10 years when it has proved to the world it can build decent cars the Cadillac name could have been resurrected.

    • 0 avatar

      Keeping Buick may not make sense from the standpoint of the US market, but do you really think that the decision to keep Buick was about the US market?

    • 0 avatar
      SVX pearlie

      VAG has Audi selling the R8, Porsche selling the 911, along with Lambo & Bugatti. That’s 4 big (2 mega) money premium coupes, right?

    • 0 avatar
      NulloModo

      SVX –

      The VW situation is a little bit different. Bugatti doesn’t compete with anything else, it is the ultimate expression of automotive excess, and the ultimate status symbol with four wheels. The R8 is a relatively low volume model, and for the most part, Porsche has managed to stay remarkably pure to its ‘We build sports cars’ ethos while Audi picks up the mainstream luxury crowd. Still though, there are signs that not all is well in the kingdom of VAG. The mid-engine VW roadster may never see the light of day due to pressure from Porsche, and Audi may never release an R6 or R4 for the same reasons.

      While Bentley and Lambo are both in a similar stratospheric price range, their product lines are so incredibly different that it’s fair to say they don’t really compete with each other.

      Amendment X –

      The Hyundai Genesis is an interesting case. Outside of car enthusiasts, and even amongst a lot of them, it holds absolutely no luxury cache. It has done a lot to improve Hyundai’s image overall, and it does prove that Hyundai can make a high quality premium car, but the Genesis sedan still only sells maybe 1,500 units a month, and that’s a generous assumption based on the combined sales results Hyundai publishes. If Caddy were to release a similar vehicle at a similar price point, it would be considered a complete failure.

      The upcoming Equus is going to really stretch the bounds of what people are willing to pay for a Hyundai. The Equus looks like it is going to venture into what was previously VW Phaeton level pricing for a mainstream brand, and when VW released the Phaeton, they were considered an upscale mainstream brand, while Hyundai is still considered by most people as a step below the big Japanese and US manufacturers. Time will tell how well it goes.

    • 0 avatar
      WaftableTorque

      I’d have to agree with Amendment X that you should only have 1 luxury brand. If I were in the market for a DTS, I’d cross shop the Lucerne too.

      While I agree the 7 series probably has different driving characteristics from an LS, I would have no qualms cross shopping them. A flagship is a flagship.

      The threat of the Equus isn’t that it undercuts the price other full size luxury sedans. The threat is that it clearly is a full size luxury sedan, allowing zero customer confusion as to who it’s competitors are. The STS, Infiniti M, GS, and RL may owe their relative sales failures due to being too small.

  • avatar
    Amendment X

    Jrosevear – That may have played a large part in GM’s decision to keep Buick. But would the Chinese really care if we abandoned it here? Buick has a long enough legacy in China that it has somewhat of its own separate (Chinese) identity. And GM should know its bread and butter in China will have to be economy cars if it is going to compete in the long run for first time car buyers.

    SVX – Ditto what Nullo said. I am not sure if Bugatti, Porsche, or Lambo qualify as luxury. More like supercars, which are also luxurious, but they are so far removed from the mass market that they’re somewhat of an anomaly. They have a little model overlap, but not much branding overlap.

    Nullo – I think Hyundai is making a mistake producing luxury cars at this point. They are just starting to win over the mainstream. The Genesis will go down as a success though, because although it has been a sales failure, it has allowed Hyundai to prove they can build a competent, if flawed, vehicle. What they should do is wait five more years, launch the Equus brand (or you could get away with calling it Genesis) and go from there. I think Hyundai is aware that the Genesis was more of an experiment than anything else.

    I certainly give them credit for trying.

  • avatar
    joeveto3

    “When you maintain brands specifically for the purpose of competing with existing brands from other car companies, you legitimize the superiority of your competitors. GM needs to do things their own way, which history shows is by making soft-riding, Lexus-like vehicles.”

    AMEN!

    Buick be Buick
    Cadillac be Cadillac

    Had Pontiac been Pontiac, Pontiac might still be. Stop chasing everyone!

    When was the last time you heard Toyota compare itself to Chevy? When was the last time you heard BMW compare itself to ANY GM offering? It makes me sick.

    It’s like everything else in life. Do what you do, and do it well. If it’s cushy boulevard cruisers, perfectly suited to long highway stints, or running to the mall…then make them and make them well. Know your customer base and cater to them. There is no shame in catering to old farts, secretary’s, soccer mom’s, etc. Just do it well. THAT’S where GM went wrong. They stopped doing what they did, well. They turned to crap. It wasn’t by not churning out BMW’s wannabes. It was by failing to make good cars. We all know this by now.

    And for crying out loud, stop with the Nurburgring BS already!

    And give me back my Riviera!

  • avatar

    The car pictured is the Holden-based Buick Park Avenue sold in China. You can check it out here.

    http://www.buick.com.cn/ParkAvenue/index.aspx

    It’s a rebadged Holden Caprice/Statesman with a heavily tweaked, ultra-lux interior. The mechanicals and body are identical to the Holden Caprice that will be sold to Police and Government here as the Chevrolet Caprice.

    The Park Avenue (and Riviera) are two cars Buick sorely needs back and never should have done away with. This Holden as you can see on the Buick site makes a mighty fine Park Avenue and has worthy style and luxury to carry the name. I strongly feel that it is a no-brainer for US consumption, especially after Holden gives it a mid-cycle refresh by this winter.

    It’s not trying to be a Lexus, it’s a ultra-wafting luxury car first and foremost, a proper Buick. As a huge Buick fan I too tire of GM constantly trying to compare it to Lexus. I would like to see modern Buick compared to the brand in it’s heyday and channel that style and American comfort with power back for today. When Buick is Buick it will find buyers. Cars like this Park Avenue are a big step in that direction.

    The next step would be a retro-modern Riviera. They need to junk that Chinese concept and start all over again too, it’s much too alien/futuristicy in all the bad ways. They can rename the LaCrosse back to LeSabre too like Ford did with the Taurus. The LaCrosse is a modern LeSabre really, with an awful awful name.

  • avatar

    glad to see the comments about what a Buick is supposed to be. that’s not a small European import, not a chaser of Japanese luxury. it’s an American car made for Americans…

    “Defining Buick’s future direction, Edward H. Mertz, who became general manager in 1986, said Buick would provide automobiles with qualities that made them famous — “premium American motorcars” that would be substantial, distinctive, powerful and mature. Buick would emphasize its position of providing upscale cars — the most American of all GM cars — and would continue to emphasize smooth power and high performance along with rich detail and comfortable accommodation.”

    http://www.buickheritagealliance.org/buickhistory.php

  • avatar

    I can’t see paying more than $50,000 for a Buick. I don’t even think I could see paying that much for a Cadillac other than the awesome CTS-V Coupe. http://www.youtube.com/watch?v=oGvRzVaSO7s

    Buick’s name equity just isn’t there yet, and Cadillac’s styling is too edgy to compete with a luxo-barge like the LS. Come to think about it, there is nothing from GM I consider in the same league as the LS460.

    I think Buick is better off just being Buick, and making good cars. The Lacrosse and Regal are pretty interesting cars at competitive prices. A Fully loaded Lacrosse is just $40,000. If only they had RWD or more HP.

  • avatar
    mjz

    Buick, like Hyuandai, is on a roll with it’s new product launches, Enclave, LaCrosse, now Regal, soon Verona (yuk!) maybe Skylark(better!)instead. No reason they can’t do the Park Avenue, but wait for the refresh, now looks too much like a stretched G8, with an Impala rear end.

  • avatar
    George B

    Buick = Chevy + Chrome trim. It is not and has not been a luxury brand in at least a generation. Buick exists so Buick GMC dealerships have cars to sell alongside their GMC trucks.

    The fundamental problem is that Chevrolet needs to improve a little to match its class leaders. Better fit and finish and better interior materials. However, improving Chevrolet causes more cross shopping with Buick from below.

    It would be nice if Cadillac could move up in price and compete at the top levels of luxury cars, but right now they just can’t. Went to the Cars and Coffee car meet in Plano, TX this morning. They had many brands of cars including some Hyundai Genesis coupes, many American Muscle cars both new and antique, many BMWs, a few Lexuses, RWD Nissan from 240SX through Infiniti G plus Nissan GTR, many Jaguars, a Bentley, and Italian exotics. However, I can’t remember seeing a single Cadillac. Not one. Cadillac has been making a good car,the CTS, for several years, but even its not “show off to your friends” good.

  • avatar
    Cammy Corrigan

    To all the people who think Buick isn’t aiming for Lexus, Acura etc and that Cadillac isn’t aiming for BMW, mercedes-Benz, Audi, etc hopefully, this video will put this matter to rest. I’m not saying that GM are doing a good job or a bad job, I’m just saying this was their aim.


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