Buick Theta CUV Rumor Recalls Bad Old Days of GM Brand Bloat

Edward Niedermeyer
by Edward Niedermeyer

GM is walking away from its Saturn Vue and Pontiac Torrent Theta-based CUVs, bringing its Thetan, uh, Theta CUV levels to just the Equinox and the SRX. And the just released GMC Terrain. And the forthcoming Saab 9-4X. And now a clay model of a Buick Theta CUV has surfaced on CBS’s Early Show, along with rumors of a 2012 launch (and dual-mode hybrid version). Assuming the Saturn Vue is sold for a few more years by the Penske boyz, and the Suzuki XL7 soldiers on a bit longer, we’re looking at the prospect of seven versions of the same platform in one market. Re:invention or déjà vu?

Meanwhile, GMInsidenews reports that an Opel Zafira-based Buick is set to take on MPV duty in the Chinese market. It will be exclusive to China and will likely feature styling from the Buick Business Concept pictured below.

Edward Niedermeyer
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  • Kurt. Kurt. on Jun 29, 2009

    I don't see the problem as being the platform sharing...the problem is in house brands directly competing with one another. The examples you (all) have mentioned: Porsche/VW, Audi/VW, Nissan/Infinity, Honda/Acura, Toyota/Lexus etc. They all do one thing different from GM, they make the models different. They limit overlap. A Base model Cayenne is head and shoulders better than a maxed out VW. I am sure it is the same with the other brands. I am also sure a maxed out Terrain, XL7 and Equinox will not differ that much (except in price) from the Buick.

  • Armadamaster Armadamaster on Jun 29, 2009
    "Matt51 : June 28th, 2009 at 12:32 pm getacargetacheck - you are absolutely right. I would kill Caddy, move the CTS to Buick. The rest of Cadillac’s line needs to be killed, which if GM won’t, the market will. " LOL, close you guys almost got it. NA Buick should have gone away with the "old" GM, now NA Cadillac should share the same lineup just rebadged with China Buick.
  • Varezhka The biggest underlying issue of Mitsubishi Motors was that for most of its history the commercial vehicles division was where all the profit was being made, subsidizing the passenger vehicle division losses. Just like Isuzu.And because it was a runt of a giant conglomerate who mainly operated B2G and B2B, it never got the attention it needed to really succeed. So when Daimler came in early 2000s and took away the money making Mitsubishi-Fuso commercial division, it was screwed.Right now it's living off of its legacy user base in SE Asia, while its new parent Nissan is sucking away at its remaining engineering expertise in EV and kei cars. I'd love to see the upcoming US market Delica, so crossing fingers they will last that long.
  • ToolGuy A deep-dive of the TTAC Podcast Archives gleans some valuable insight here.
  • Tassos I heard the same clueless, bigoted BULLSHEET about the Chinese brands, 40 years ago about the Japanese Brands, and more recently about the Koreans.If the Japanese and the Koreans have succeeded in the US market, at the expense of losers such as Fiat, Alfa, Peugeot, and the Domestics,there is ZERO DOUBT in my mind, that if the Chinese want to succeed here, THEY WILL. No matter what one or two bigots do about it.PS try to distinguish between the hard working CHINESE PEOPLE and their GOVERNMENT once in your miserable lives.
  • 28-Cars-Later I guess Santa showed up with bales of cash for Mitsu this past Christmas.
  • Lou_BC I was looking at an extended warranty for my truck. The F&I guy was trying to sell me on the idea by telling me how his wife's Cadillac had 2 infotainment failures costing $4,600 dollars each and how it was very common in all of their products. These idiots can't build a reliable vehicle and they want me to trust them with the vehicle "taking over" for me.