For the last year or so, we’ve heard all kinds of unofficial rustling about GM’s plan to unify Opel–Vauxhall with Buick globally. But there has been nothing official from GM about a formal strategy that calls for unifying the brands, at least not until CEO Dan Akerson referred to the trifecta of what have previously been “regional brands” as one “hybrid global brand”.
Then in late June, GM solidified the integration of Opel-Vauxhall with Buick with the appointment of Mark Adams as the “champion for Opel/Buick brand strategies and design language”, while appointing Mr. Adams as GM Europe vice president of Design.
Today, the Opel-Vauxhall and Buick brands already share certain vehicles (including the Regal/Insignia, Verano/Astra, Encore/Mokka) along with a general design theme — a circumstance that will continue to develop into the future, as rumor has it that the next-generation LaCrosse and Enclave will be common to all
two three brands.
The GM Authority Take
It will be interesting to see how GM synchronizes the brands. In particular, we’re curious about the future of the Opel Monza Concept as a Buick, plus the transformation of the next-gen LaCrosse and Enclave into Opels. And given that Buick is already a “premium” brand (although not full-on luxury like Cadillac), merging it with Opel and subsequently moving the latter upmarket will allow Chevrolet to make it in Europe as the “value” brand.
Therefore, unifying the trio seems like a smart move at this point.