Opel Will Build Buicks For North America
Published: March 28th, 2014
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Opel is announcing that they will build a Buick model for North America in the “second half of the decade”.
Automotive News reports that the announcement comes amid a $245 million euro investment for the Ruesselsheim, Germany plant that will start exporting to North America, and receive a new model. At the same time, Opel will stop plans to export to China, allowing the much stronger Buick brand to take the lead.
Neither the Opel Adam nor the Cascada are built at Ruesselsheim, which raises the question of what model Opel will build for Buick. Currently, the Insignia, aka our Buick Regal, is built at the site.
More by Derek Kreindler
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FWIW I like the look of that convertible and can see it with a Buick badge.
Yes, I know there is a fair amount of Opel DNA in a number of North American GM platforms. However, every attempt GM has made to sell actual Opels in the US, whether named as such or rebadged, has ultimately failed. Catera and Saturn L series most recently. I fond myself thinking about that classic definition of insanity, doing the same thing over and over and expecting different results . . .
Everything GM does with Opel reeks of "Well shucks, nothing else worked, let's give this crazy idea a try!" The worst part is that Opel is a huge asset for GM if they can figure out what its purpose is. I really don't think selling a handful of cars in North American is the future for Opel or Buick.
The Opel Cascada should be brought over as the Buick Wildcat here in NA. Buick could use a sexy halo car, and that would do just dandy until they finally decide to do the Riviera coupe flagship.