Recently, Mark Reuss told media that he would like GM to have an American wagon. If this happens, the prime candidate is the Chevy Cruze Wagon, which already exists – and is also offered with diesel engine and manual transmission. But what if GM wanted something more upscale? What if Reuss’ dream wagon is meant to be a Buick?
Though the 2014 Chevrolet Silverado took home North American Truck/Utility of the Year at last month’s Detroit Auto Show, the large pickup and its brother, the GMC Sierra, have suffered from “the least successful large pickup launch over the last 15 years” according to Barclays Capital analyst Brian Johnson.
When the Opel Adam enters the Chinese auto market in 2015, it will do so with a Buick badge as General Motors’ first high-end city car.
Time: 2332, Eastern. Outside temperature: six degrees. Speed: 83 mph, climbing.
One needs to remind himself of following distance when letting the dogs run.
Thoughts appear as bullet points in the frontal cortex.
- Led Zep II makes me hammer down
- The left lane is clear, but there are some right lane travellers that could become obstacles.
One thousand one…
One thousand two…
“I should have quit you, baby, long time ago…”
One thousand three…
“down on this killing floor, break it down for me now…”
One thousand four…
- Prius just oozed into the left lane to pace, not pass, the fuel tanker putting up considerable spray.
- Headlights are dirty. Need to slow down anyway.
- Too bad.
Wait a second, I’m lamenting having to back off while driving a Buick!
“People worry I can’t keep you satisfied…”
This 2014 Regal Turbo AWD is a parts-bin car. A re-badge, and yet, it’s one hell of a highway flyer. The Regal is also surprisingly adroit in kinkier situations. It’s kind of a damn shame that this car is an automotive Palestinian. It’s sold as a Buick, but it started off as an Opel with a side of Saab, and was supposed to be a Saturn. For many, the Regal does nothing to recommend itself. That changes when you drive it, but if you think about it too much, it’ll piss you off.
In my mind, Volkswagens used to be the “Euro Buick.” Positioned one note above the mass market rabble, VW’s Passat shared parts with Audi’s A4, while the Touareg and Phaeton were luxury cars with a mass market logo on the hood. Then Volkswagen decided this was the wrong strategy for them, so they repositioned VW as the German alternative to Toyota and Chevrolet. This left a gaping hole in the market for shoppers looking to step into a European near-luxury vehicle that flew under the radar. And then Buick stepped in.Buick’s Opel-based product offensive has transformed the brand from Barcalounger wheels for the octogenarian, to a window into the soul of GM’s German brand. This transformation isn’t an easy one as Buick’s problem wasn’t just blue-haired buyers and slinky-soft springs. Buick is the penultimate middle child. Jammed between Chevrolet and Cadillac, brand B’s mission is to give Chevy buyers something to aspire to and Cadillac buyers something to graduate from.
I’ve dished out plenty of Buick love lately. The Verano beats Acura and Lexus at the entry-luxury game and the tiny Encore is an oddly attractive (albeit underpowered) crossover that is outselling the Mini Countryman and Range Rover Evoque by a wide margin. What can we attribute this sales success to? I posit that the original Buick Enclave is the impetus. Landing in 2007 as a 2008 model, it was the poster child of the “new Buick.” On the surface, the Enclave was the replacement for the Buick Rainier, the only GMT360 SUV I haven’t owned. (Just kidding, I’ve only owned 2 of the 11 varieties.) But that’s a simplistic view. In reality the Enclave was intended to elevate the brand enough to compete with three row luxury crossovers from Germany and Japan. This brings us to today’s question: six years and a mild face-lift later, does the Buick still have the goods?
When one thinks of General Motors’ relationship with China, Buick flashes into the mind like a brake light in the Beijing smog. Sometimes, Cadillac comes up, as well. However, with Volkswagen preparing to slingshot past them in a manner akin to Danica Patrick being flung toward the front of the pack with help from Tony Stewart, CEO Dan Akerson is planning to aggressively push Chevrolet through the choking air, and into as many Chinese garages as he can find.
Buick’s been on a roll this year, their sales are up and their owner demographics are younger than they have been in recent memory. The cynic in my says that’s because half their clientele died of old age, but it has more to do with their product portfolio. Say what? Yep, it’s true, the brand I wrote off for dead last decade is targeting younger buyers with designs imported from Europe and finding sales success. The Verano turbo shattered my preconceptions, but can Buick do it again? A brown Encore arrived one rainy morning to see if it was possible. Read More >
The popular wisdom among folks in the auto-biz of my generation (1970s) is that Buick only exists because of China. Why didn’t GM kill Buick in America and keep it in China? The answer is obvious: you can’t sell your brand on its “Americanness” if it isn’t also sold in America to Americans. Buick then is a brand hunting for a mission. It’s also a brand hunting for fresh customers that don’t remember the Century and Skylark, two abominations firmly burnt into my mind. In attempt to solve these problems Buick has ditched their badge-engineering mantra and is rolling out new products targeted at folks from the 80s and 90s. Forced induction and a manual transmission aren’t new to Buick, but the possibility of a desirable small sedan from the triple-shield is earth shattering. Have they managed it? GM tossed us a set of keys to find out.
What is a Buick? Having saved the brand, GM must now figure out what to do with it. Traditionally Buick occupied the middle ground between Chevrolet and Cadillac, originally closer to the latter but from the 1970s onwards dangerously close to the former, which had expanded upwards in lockstep with archrival Ford. Aesthetically, Buicks have been the yin to Cadillac’s yang, curvier, less aggressive, and potentially more appealing to women. (Or metrosexuals? Did women ever drive a significant number of Rivs and Park Avenues?) Logically, there ought to be a position within this position for a compact car. Some people want a softly styled, upscale car, but don’t need a large car. But successfully fielding a car in this position has been tricky. The Lexus HS finds only a couple hundred takers each month. Jaguar abandoned the segment a few years ago, and Volvo quit it more recently. So does the Buick Verano stand a chance?
GM’s track record has been less than stellar. First we had the Saturn Vue Green Line, a very “mild” hybrid that paled next to competitors like the Ford Escape. Next came the extraordinarily expensive 2-mode hybrid system used in GM’s pickup trucks and full-sized SUVs, which cost far too much and delivered far too little. Finally, we have the Volt – ’nuff said. No wonder GM’s latest hybrid endeavor has come to market with little fanfare, no “hybrid” logos on the vehicle and no hybrid branding from GM. Can we honestly call the 2012 Buick LaCrosse eAssist a hybrid?
The official reasoning behind GM failing to bring the Opel Insignia OPC, according to Buick PR staff, is that the all-wheel drive, twin-turbo V6 powered sedan with 321 horsepower “didn’t fit with the brand image”. Right. The real reason is likely that a Buick Regal GS outfitted like this would cost far more than the already expensive $35,310 that GM wants for a car. And if the market for a $35,000 manual transmission Buick is limited, well – imagine who would buy a $45,000-$50,000 AWD Regal.
Judging from the emails I receive, some of you badly want to love the new 2012 Regal GS. In my review of the Buick Regal 2.0T, I noted that its strengths are “subtle,” and therefore unlikely to inspire love at first sight. The GS adds more aggressive styling, 50 horsepower, Brembo front brakes, an upgraded suspension, and better-bolstered seats. Should you prepare to be smitten? Read More >
In a luxury market that’s always looking for the next big thing, “Compact Luxury” has become something of a hot trend. And with GM’s Buick brand saved from the bailout-era brand cull, a compact Buick is a key test of whether The General has moved past its bad habits of cynical badge engineering. Thus the 2012 Buick Verano is a hugely important car to The General, not only serving as a bellweather for the health of the Buick brand, but also proving whether or not GM “gets” the tough-to-crack entry-luxury market. So, does the Verano measure up?
Sometimes love strikes at first sight. Other times it emerges more gradually over months or even years. When I first drove the new Buick Regal nearly a year ago, I found a fair amount to like, but love didn’t instantly happen. The Regal just isn’t that kind of car. Its strengths are subtle. Perhaps if we spent a week together, and a turbo was added to the mix?
Ours being an open relationship, I also played the field, driving an Acura TSX V6, Chrysler 200 Limited, and Volvo S60 T5 to better evaluate how the Buick measured up. Those reviews will follow. First, the Regal CXL Turbo.