To some, the differentiation between the Buick LaCrosse and Regal is as clear as the digital logo on GM’s Renaissance Center world headquarters on a sunny day… while others have difficulty understanding why both platform mates both exist in the Buick product portfolio.
In this video, Buick Exterior Design Director Phil Zak discusses the exterior enhancements of the 2014 Regal and 2014 LaCrosse, and how each shows the personality of modern Buick.
For instance, the LaCrosse is the flagship, according to Mr. Zak (not sure if it deserves the title, but ok): it’s graceful, bold, and elegant, and the refreshed design captures all of that grace and beauty. Meanwhile, the Regal is the athlete of the family — designed for a spiriting driving experience that’s sportier. The Regal, especially in the range-topping GS trim, demonstrates its purpose even further with a distinctively-dynamic and bold exterior, with prominent front vertical air intakes as well as wing-shaped LED headlamps and taillamp graphics.
At the end of the day, both LaCrosse and Regal tell the Buick story — from dynamic and sporty to refined and luxurious:
Comments
Definition of FLAGSHIP
1
: the ship that carries the commander of a fleet or subdivision of a fleet and flies the commander’s flag
2
: the finest, largest, or most important one of a series, network, or chain
So maybe the Enclave is the flagship? If not then it sorta has to be the LaCrosse.
Buick should be careful calling an ES competitor (the LaX) its “flagship” — as it limits the brand in various ways in the eye of the public. Now, an Omega-based full-size “soft lux” flagship would fit the role perfectly.
But currently the LaCrosse is the best car flagship they have. And it competes well with Lexus ES.
And this may be the best they get. Buick will not be competing with vehicles like the LS and GS. They are Mercedes/BMW/Cadillac competitors. Same with the LX and GX SUV’s.
Toyota has 3 US divisions and the Lexus straddles the entry lux and lux markets. GM has two divisions that should not straddle entry lux and lux.
I know we disagree on this but Buick should not be priced into Cadillac/BMW/Mercedes territory.
It’s not about entry vs. full lux. It’s about the kind of luxury experience the customer desires.
As we’ve discussed previously, the world’s largest luxury car market has clearly become bifurcated into performance luxury (BMW, Audi, Benz, Cadillac, and the NEW Lexus), and soft luxury (old Lexus, Lincoln, Buick). Everyone else is somewhere in between, and isn’t very successful (Acura, Infiniti, Volvo, Jaguar, Saab, etc.)
With its new push towards sport/performance-luxury, Lexus has elected to alienate its “original” customers who bought the vehicles (and made it the best-selling luxury brand in America) based on their silent, soft, and coddling qualities. These customers, of which there are many, are still out there, and they don’t care about a car’s “sport credentials”, cutting apexes at kidney stone-shifting Gs, or any other performance-related characteristics. They want the Lexus LS and ES, in different sizes, and in different bodies (sedans and CUVs, for the most part).
That’s what Buick should be. It doesn’t have to charge Cadillac-like (or BMW, Benz, Audi) prices to get there or stay there — although there is an argument to be made for higher profitability (and elevated brand image) if it were to do so, but perhaps at lower sales volumes. But ultimately, Buick needs to serve a market and define itself as a brand — something the LaCrosse doesn’t really do as a flagship.
Now, something like the Cadillac XTS (with its elongated dimensions), would be right at home at converting previous (soft lux) LS buyers into Buick owners. In that regard, the LaCrosse could stand to grow a few inches in length to become a true full-size vehicle, and perhaps even be sold as a separate model.
As it stands though, the LaCrosse is Buick’s *current* flagship… but that doesn’t mean that it can’t do better.
Great comment…Buick and Caddy should continue to be very different brands with Buick maintaining a focus on soft luxury. This would allow GM to toss Sloan’s ladder take Buick further upmarket–New American ‘soft’ Luxury vs Art and Science.
Hyn/Kia are able to compete without harming each other due to today’s fragmented market. In the case of Buick and Caddy, GM can appel to two very different demos. My main fear is that Buick is almost the new Olds in that they garner mass market volume Ford-like prices which harms Chevy as well as diminishes a fine brand.
Could you give me an example of Chevy and Buick competing price wise?
ie Impala is $27k while the similar LaCrosse is $$33. Whoops that did not work.
Malibu $22k vs Regal $29k. Whoops did not work again.
$17k Cruze vs. $23k Verano. Darn.
Wrong…top trim Impala, Cruze and Malibu do brush up into Buick space as does SS.
Buick must build brand equity here in the States before they can garner Lexus like price. The road in China will be easier.
I see them on the same lot provided the brands take radically different directions in design. I dislike the notion of Buick covering low end and Caddy catering to upmarket buyers when there is space enough for both brands if we disregard Sloan’s ladder–without Olds it is silly and no one under 40 remembers Buick’s old position. I love how the Korean’s allow their brands to battle. I think VW wants to slowly move the VW brand upmarket into Audi turf with select models. GM needs to pimp their marques and focus less on them all being GM cars.
Agreed, with the exception of this:
“I think VW wants to slowly move the VW brand upmarket into Audi turf with select models. GM needs to pimp their marques and focus less on them all being GM cars.”
To me, it seems that VW intends for the VW brand to be positioned squarely in the mainstream space. Sure, vehicles like the Touareg, CC, and Phaeton all take it out of the mainstream space and place it in the premium or even the luxury space… but those are niche products that sell in far fewer numbers than the core Polo, Jetta/Golf, Tiguan, and Passat. Going forward, VW will continue expanding the mainstream offerings even further with a larger crossover and more Golf variants. While they’re not really a threat in the U.S. to Chevy just yet, GM should pay attention to the brand’s development.
I only see VW moving select models upmarket, niche offerings for brand loyalists. I wants to see Chevy do more of this–I don’t really think of ‘vette as part of Chevy but consider SS an okay start.
GM limits the reach of thier remaining brands. I admire Ford’s Titanium offerings, they garner better margins than Mercury, and wanna see Chevy do the same thing without worries surrounding Buick and GMC–different brands that must become more meaningful in today’s fragmented market.
A top of the line Malibu is $30k, base Regal $30k and top Regal $36k
Yes there is some overlap between loaded chevy vs lower trim Buick. Same thing between Toyota and Lexus. Look at Avalon and ES.
We can disagree all we want but Buick will not be priced in Cadillac territory. Not gonna happen.
“We can disagree all we want but Buick will not be priced in Cadillac territory. Not gonna happen.”
… yet.
As in, Buick will not be priced in Cadillac territory YET and it’s not gonna happen YET.
Even if GM’s strategy called for raising Buick pricing, it wouldn’t be successful today in doing so due to its image. Let’s see where we are in 10 years.
Like I said before we will disagree. While I like most of what you say as far as Buick being the comfortable riding vehicle and not a sporty Cadillac/BMW I just do not see Buick competing with Lexus in the $70K+ sedan market (LS) or even $60k+(XTS).
This is what we have discussed before. There is no way that Buick and Cadillac can sit next to each other and charge the same price points with the difference being one is soft comfort and the other sporty.
Perhaps a $50k + sedan but that is really stretching the price point. The LaCrosse and XTS are the same vehicle except for content and brand equity and a few dimensions. Yes, there is probably a larger Buick coming that will be more like the XTS but Buick better not charge the $50k-$65K the XTS currently charges. Buick just does not have that kind of equity.
You’re a smart dude, Alex. I always appreciate your insightful comments.
The problem with Buick seems to be the brand’s limitations in that the powers that be seem determined to shoe horn the company too far below Caddy and only slightly above mainstream. G M wants Buick to compete with Lexus but then refuses them to reach certain price points because in 1970 such a move would have harmed Caddy sales. I’ve even heard Lacrosse referred to as Opel’s next Omega (ha!)
As I have said before, this is why Sloan’s latter must die. Buick can not compete with Lexus or even Acura with one had tied down. G M needs two premium brands, anyway, so that Chevy can move upwars to better fight better mainstream brands like Ford.
Do you think toay that a higher end Buick flagship would harm sales at Caddy? I argue that G M should stop aiming at building one brand with two marques and instead share almost everything outside of design between Buick and Caddy so that you end up with one understated luxury brand and one more opulent looking brand.
Change the ugly front grill look ford what they did whit the fusion..
How can Buick/GM allow the Regal GS to leave the factory without paddle shiffters?
I mean the sorry, lumpy Camry even offers them. Come on GM, its the details that make a HUGE difference!!!
I personally hate paddle shifters, I feel as that I am not connected with the car. I prefer driver shift control on the shift lever, because to me you feel the car better, and it’s more like a manual.
As good as Buick’s current lineup is there’s still nothing that stands out from a design point or price point. Every car in their lineup is a rebadged version of something from Chevy and Cadillac, plus the current design theme is somewhat boring and uninspiring. Buick truly does need a greater variety of vehicles to define itself. And by the looks of the Riviera concept and Opel Monza, I see potential for the Buick brand to define itself in a greater way.
Really? Enclave in my opinion, and sales agree, is the best looking CUV out there. And it is a beautiful Buick style vehicle unlike the more truck like styled competitors. Enclave really stands out. And completely different than the Chevy or GMCV version.
Have to say the same for the LaCrosse and Regal also. Very attractive vehicles. Nothing boring or uninspiring. And radically styled differently than the XTS or Malibu. Really doubt anyone could tell they were platform mates.
The Encore looks like nothing else out there and seems to be selling great as is the Verano.
I recently read that Buick had the highest increase in percentage sales in 2012 than any other brand?
Do not get the price point. Pretty much every Buick is cheaper than their competitor.
Ditto!
Buick has done a great job reinventing the brand and isn’t too far behind Lexus when looking at the entire NA market. The cars are great, look noting like Chevy or Caddy. At this rate, shared platforms mean nothing–VW and Toyota proved this long ago. I dare say the top five auto makers could platform share and still develop very different sedans.
I am excited for the Opel-Vauxhall-Buick marriage. I hope they share model names like in Europe. Insignia beats Regal and Opel could use a Verano range as opposed to sorry Astra. Invicta fits in very well for the 3 brands, too.
I came across your blog web site on google and appearance a few of your current early content. Continue to keep in the very good operate. I just further up your Feed to our MSN Information Reader. In search of forward to looking at more by you later on!
I think Buick should replace the Lacrosse with a new full-size sedan and name it Rivera.
I think Buick should replace the epsilon-II with a more premium AWD platform and call it ….epsilon-max 2.
Buick Rivera rides on …epsilon-max platform. and rival half way between Lexas ES and Lexas LS and not be FWD just AWD.