Buick To Share Even More Resources With Opel

Derek Kreindler
by Derek Kreindler

Opel and Buick are going to get a lot cozier in the coming years if Dan Akerson has his way. The GM CEO wants the two companies to align their product portfolios even further, so that the high R&D costs of Opel products can be absorbed further.

Speaking to Automotive News at an investor conference last week, Akerson told the paper

“What we’re trying to do is bring together the product development teams much more closely,” Akerson said, so that “there will be all sorts of synergies, I believe, between Opel-Vauxhall and Buick….We think we can take costs out that way,” he said. “You’ve got to change the rules of the game in Europe — we do — because of where we are today.”

Opel has been a consistent money loser in Europe, but the firm has provided Buick with the kind of product that has revitalized its lineup. The Buick Verano, Encore and Regal are all derived from Opel products, and the upcoming Opel Cascada convertible (above) is also rumored to be making its way Stateside. The big challenge now will be engineered cars that can appeal to consumers in Europe, America and China, three markets with varying tastes.

Derek Kreindler
Derek Kreindler

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  • Snootypants Snootypants on Jun 17, 2013

    Sounds like a good idea, if they can do it right. The current strategy seems to be working since Opels and Buicks aren't sold across the street from each other, which was the big problem with Chevy/ Pontiac. Also seems like the two are lined up at approximately the same entry luxury market. Personally, I think getting the Cascada here would be great. I'm a big fan of midsize, sedan convertibles and that one looks particularly nice.

    • See 4 previous
    • Wagonsonly Wagonsonly on Jun 18, 2013

      @ect The Jaguar X-type was a Mondeo rebadge, but the Merkur was a true Euro-market car, whether the 3-series competitor XR4ti or the Scorpio (which, size-wise, splits the difference between the then-current 5 and 7 series generations). The problem with Merkur was the dealer network and branding. The cars had the same great handling as contemporary Bimmers, the same chassis solidity of that era Mercedes, and the same spotty reliability and electrical voodoo as '80s Audis. Where they fell apart was delivering a cohesive message to tell import intenders that these were real German cars. Selling a midsized leather-lined Taurus lookalike hatchback in the same showroom as a Town Car, and for the same price, put the nails in that coffin.

  • Speed3 Speed3 on Jun 17, 2013

    The reality of this is that Buicks are rebadged Opels in a nice trim. I don't doubt that Chinese tastes will also influence product development too (long wheel base, etc). Yes GM already tried this with Saturn, but that was probably one of the least compatible brands to make a mirror image of Opel. Anyway, I don't see how this is a bad thing. Yes its a lot of sharing, but it really is just a One Buick/Opel/Vauxhall plan a la One Ford.

  • Zackman Zackman on Jun 17, 2013

    I hope that convertible does come over here, for I don't want to be forced to buy a Chrysler 200. Incidentally, Buick, please either re-badge a GMC Yukon as a Buick Electra, or build a large car again - seeing Shaq all cramped and folded like a pocketknife in that La Crosse just cracks us up, knowing full-well he wouldn't be seen in one, as he's twice as large as the car!

  • APaGttH APaGttH on Jun 17, 2013

    So reading from the B&B, GM is doomed for having too many platforms and GM is doomed for sharing platforms.

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