Tag: Bitter

By on October 19, 2018

Buick’s on again, off again relationship with the Opel brand is currently very much on, as two Opels badged as Regals tempt buyers, and one Opel badged as Cascada tempts rental companies. But these recent exercises in marketing are somewhat tame in comparison to the experiment General Motors conducted in the 1980s with a little company called Bitter.

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By on December 16, 2016

1966 Sunbeam Tiger, Image: Rootes Group

Americans and Europeans had similarly themed but opposite problems after World War II.

Americans had big, rumbling V8s in big, heavy cars that were decidedly un-sporty.

Europeans had small, lightweight sportscars without the power to back up the looks.

The solution was simple: combine them. The slinky Euro shapes were stuffed full with giant American engines in many guises — and the results spoke for themselves. The AC Cobra captured hearts of enthusiasts and race victories alike around the globe.

The Cobra was neither the first nor the last of these conglomerates that took V8s from Chrysler, Ford and General Motors and popped them into all sorts of coupes, grand tourers, sedans and convertibles.

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By on July 2, 2010

Now that we can basically predict the styling of future Buicks by putting waterfall grilles on current Opels, and the brand’s biggest market is China, it’s safe to say that Buick is no longer a particularly American brand anymore. It should come as no real surprise then, that it took a German to build the Ultimate Buick. That “B” on the grille stands for Bitter, an old-school German tuning house that has  been to Opel what Alpina is to BMW. But because Erich Bitter has spent his life improving mass-market cars rather than Bavarian bahnsturmers, he brings a unique approach to the Opel Insignia, also known as the Buick Regal. In fact, you could almost call it more Buick than Buick.

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