How Buick Is Redefining Its Name

How Buick Is Redefining Its Name

In the 1980s, Buick was known for producing vehicles that balanced comfort and speed. This General Motors subsidiary was responsible for moving the large and cushy Park Avenues, LeSabres, Rivieras, and Regals, as well as the more affordable and sportier Impalas. In the early 1980s, this final model, the Regal, shocked the automotive industry by winning Grand National prizes. The Lucerne, LaCrosse, Terrazza, Rainier, and Rendezvous—all of which didn't even exist five years ago—have now replaced all four of the discontinued models. And where does Buick see itself going? Do GM's problems spell the end for the company? How likely is it that the Buick brand name would once again become significant? There is a great deal riding on these inquiries, and the responses may not be as straightforward as one might hope.

The company's struggles may lead to Buick's demise. Some "experts," at least, think that GM needs to eliminate at least two of its brands in order to survive. General Motors, for its part, has stated that it will maintain all of its names while employing a lengthy and difficult process to rebrand itself entirely at this critical juncture. The world's largest carmaker is in dire straits due to factory closures, layoffs, and mounting losses; as a result, the automaker's plans for the company must be carried out without a hitch if they hope to avoid even more difficulties.

Most experts agree that Buick and Pontiac are the most vulnerable brands. There is no discernible brand identification for any division, with each model being identical to one produced by another GM brand. The critics have taken note, and they want GM to start separating the two businesses right away.

If General Motors' statements are genuine, Buick will continue to exist. The "general" has been dropping hints in the form of the current lineup of models and at least one future model that they have planned, but the question of what form it will take remains unanswered.

The Lucerne, which has succeeded the Park Avenue and the LeSabre as the company's main product, is currently the subject of intensive advertising. The vehicle is based on the Cadillac DTS and blends luxury and affordability to give drivers a taste of the Cadillac experience at a more reasonable price. The catch is that it's not clear whether Buick is underselling Cadillac because the Lucerne isn't seen as distinctive enough from Cadillac's flagship model or vice versa. That's a tricky question to answer. To be sure, the Lucerne is a step up in sophistication and elegance from the models it succeeds. It won't be appealing to a young audience, but it should have no trouble satisfying its existing owners.

The LaCrosse, which was released last year in place of the Century and the Regal, has also been favorably regarded. Even so, it's built on GM's antiquated technology and can't hold a candle to the latest offerings from Lexus and Toyota. The LaCrosse's updated look has helped and will keep Buick loyalists satisfied for the time being, but it hasn't won over many new customers or competitors.

The three remaining Buick vehicles are all SUVs or minivan variants. Nothing about these cars is really novel, except maybe the Buick emblem and more standard features than, say, the Pontiac Aztek. Oh, the Aztek, the identical twin of the Rendezvous, was cancelled by GM. ugly as sin!

That's all; the selection has been narrowed down to five models from the almost ten that were available only a few short years ago. Given that none of them are wholly novel and none of them have a distinctive Buick touch, Buick appears to be a prime candidate for a thrashing.

This, However, Is Not what GM is Claiming

To the contrary, General Motors has already announced plans for one new Buick model, which, once again, may replace two existing models [is anyone sensing a pattern here?]. An all-new crossover SUV with all-wheel drive and seating for up to six people over three rows is in the works. The model is being branded the Enclave. Indeed, the vehicle sounds suspiciously like the Chrysler Pacifica, which seems to be in Buick's sights with this suggested model. While details on the Enclave are scarce, we do know that it will likely be equipped with the new 3.6L V6 engine, which has been widely praised by auto reviewers.

Besides the Enclave, Buick will need to replace the Lucerne and LaCrosse with new models soon after the Enclave's expected debut in the 2009 model year. It doesn't help that the Lucerne and LaCrosse are getting on in years when Buick's main rivals are constantly refreshing their own platforms. Without substantial investment from GM, none of this can happen, and a financially unstable business cannot afford to produce new models.