Community Question: What Do You Want To See From Buick?
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When it comes to Buick, ideas of the brand’s direction seem to be all over the map. Should it stick to tradition and be a soft-spoken luxury brand? Should it be the “premium” niche brand between Chevrolet and Cadillac? Or can it perhaps operate in the same level of luxury as Cadillac, albeit with a totally different product portfolio?
While direction is one thing, nothing can be achieved without the proper products. So, we’re asking the ever-growing GM Authority community: what do you want to see from Buick?
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Great question! I love the direction they’re going in now. Equal level of luxury as Cadillac, just simply not as edgy. The one thing the portfolio is missing is the 2 seat roadster or convertible. Something rather sharp but elegant like the rest of the lineup. There doesn’t seem to be too many standout convertibles at this time. Wake some people up even more about what Buick truly represents! Whatever you do, keep doing what you’ve been doing in the last few years!!!!
When I was growing up, my parents drove Buicks and Oldsmobiles. I once asked my mother why she never got a Cadillac (it was the early 70’s) since we could clearly afford one (they each got new cars every 3 years); her response was quick and without question – “Oh no, Cadillacs are for showy people, and we’re not showy people.”
My parents are well-educated (both have graduate degrees) New England WASPs, and both my grandfathers drove Buicks.
I’m not sure if “understated elegance” still exists in America, but that is always the role I have seen Buick and one I’d love to see it return to. Sadly, since the 70’s (and up to recently) Buicks have been nothing more than chromed out Chevys. I’m very happy to see they _seem_ to be returning to their roots, and would love to see ONE unique Buick car in the lineup, maybe a modern day Reatta or Riviera.
I agree with the understated luxury thing.
A more powerful engine as its baseline engine with better gas mileage. I have a 2012 Regal Turbo and I am satisfied with having gotten the turbo engine. The baseline 2.4L is too weak and I think the new 2.5L will still be that way. The turbo engine gives me decent power while offering good gas mileage (19mpg city, 29 mpg highway). I like everything else Buick is doing with their vehicles. The baseline engines need to be improved both power and [performance while maintaining a higher mpg rating.
Let Buick be “first” at something again, rather than also ran, hand me downs that are designed for China or Europe then “also sold here”. How about a new coupe and retractable hard top conv. based on the stretched Alpha platform that the new CTS will use? Call it whatever you want? Cadillac can have a new CTS sedan/ wagon and as many versions of the ATS as it wants, but throw Buick a bone?? The Enclave has been very good for Buick here and when it arrived there was no Chevy or Cadillac version to fight with,Traverse came later.
It would be nice to see a larger Buick sedan bigger than LaCrosse because that car is
not large and a car with a bigger trunk. It would be nice to see a personal luxury expression ( a Riviera) as well. I would like to see Buick get some direction from GM and stick with it and move forward. If it is going to become more Opel like and international, become the best doing that. It also needs to move away from Chevrolet and Cadillac in execution.
AWD available on Regal Turbo and GS.
I’d like to see Buick go away and Holden/Pontiac slot in between Chevrolet and Cadillac. GM doesn’t need more luxury, especially now that we have the ATS and the CTS will be re-sized. Buick does nothing for me and I always thought they should have gone away instead of Pontiac.
Buick *can’t* go away??? I disagree. I would just start offering more package options on the current Chevy models that could fill the shoes of the Buick nameplates.
– Verano -> Cruze
– Regal -> Malibu
– Lacrosse -> Impala
– Encore -> Captiva or just stick with the ‘Nox
– Enclave -> Traverse
Give me Holden/Pontiac with a limited lineup:
– Performance compact to go up against a VW GTI and Civic Si (a Sonic SS if you will)
– Midsized performance sedan (Cruze sized)
– V8 Sport coupe (read: a home-made, completely new GTO)
– V8 Sport sedan (read: Chevy SS/Commodore)
– And, of course, a Sport Ute!
All of the Holden/Pontiac cars should be PERFORMANCE oriented. No base level trim. You have to pay to play, or you can get a Chevy instead.
Sorry, I now feel like I randomly hijacked this thread, but I had to get it off my chest. I really don’t understand Buick at all and am obviously still morning the loss of Pontiac. 🙁
Also, how about adding light titanium as an interior color choice along w/the black and tan that are the only offerings now. (in the regal).
I was skeptical of Buick at first, since it only had 3 models at the time of the bancrupcy, but they’ve really picked it up! I’m fond of the LaCrosse, LOVE the Regal, and though I don’t really like the Verano itself, it’s getting great reviews and bringing in customers, so I love it for that.
I like the general direction Buick is heading. Compete with the luxury demographics that Cadillac can’t reach. Target Lexus, Lincoln, and Acura. Also, I think Buick is doing a great job beating those brands in pricing, while maintaining all competitive features. Keep it up!
If I were to add one thing, I would add performance OF COURSE! The Regal GS looks great, but what about Verano? It’s grabbing young people, but to some it kind of seems like a weak car. Just adding a little boost could go a long way with the performance enthusiasts.
Saying goodbye to Buick is not the answer and going with Holden/Pontiac. There is a certain group that wants a certain level of luxury that doesn’t want to pay above the $40K mark. Let’s face it, all the Cadillac models are above $40K. I know they list the base models below that, but you add the slitest thing to the base models and you are up past the $40K range. I know I have a 2011 Cadillac SRX and a 2012 Buick Regal Turbo. I want something on the luxury side, but I don’t want to have to take out a mortgage for it. Buick fits that niche. Pontiac competed too much with Buick, Chevy and Olds. Hence, Olds and Pontiac had to go. There was too much redundancy. And if you are wondering, I had my share of Pontiacs as well. GM had too many brands. Buick makes an affordable luxury car around the $30-$35K range (give or take a couple of thousand dollars). You get rid of buick and GM is right back to having another customer base that will go elsewher to buy this style (luxury brand) of vehicle (i.e. less expensive LEXUS, BMW models).
Is Buick really competing with low-end Lexii (??) and BMWs? Again, I truly don’t understand the marketing and where GM execs think Buick fits in the auto industry, but I personally see them as a second-class citizen in the lux brand category, along with the likes brands like Acura and Chrysler. If Buick is taking IS and 3-series customers and putting them in Veranos and Regals, God bless them. I just see it happening the other way around more often than not.
The Verano is a good looking car for a Buick, but it still lacks any kind of passion. I think if you’re goal as a brand is to land in the middle and be the best at being mediocre, then you’ve already failed. If GM went through another re-org, Buick would be gone and very few would miss it.
A friend of mine (from work) has a BMW and road in my Regal. Guess what his next car is going to be? I’ll give you a hint..It’s not going to be a BMW. He is buying it later this year.
Again, IMHO, I believe he is in the minority. I think if someone is looking to leave BMW, *most* would leave in two directions:
Up: Mercedes or Audi (depending how you view them in comparison to BMW)
Down: Infiniti, Lexus, Acura, or of course, Cadillac (I’ll upgrade them to “Up” after I drive an ATS or the new right-sized CTS 🙂 )
I agree with you I can’t imagine someone leaving BMW for Buick. One of my buddy’s has a Infiniti G35x and he was thinking of going to BMW. I need to convince him to test drive the ATS 🙂
I currently have a verano as a rental. Amazing little car, i used to sell at a buick cadillac store and really miss it. I think that Buick should consider coming out with a small two seat roadster coupe/convertible. Something reasonably priced to start with but can be maxed out pretty well. RWD, similar in size to the verano or solstice.
Make the new Buick the old Cadillac! Cadillac is becoming more like BMW, and less like the big, soft, wallowing Cadillacs of old. That’s fine, wonderful even. Make Buick the brand that makes soft floaty cars.
Buick was always an aspirational brand, just a little nicer and slightly sportier than Oldsmobile. With Pontiac dead (and I mean DEAD guys – gone, gone really gone so give it up already), Buick owes the market a premium sport-luxury spot that Acura and others seem to own. What about the old T-Types that lend more sport and power to the models for those who want it?
I agree it needs a signature model – bring back a personal luxury Riviera or a Reatta and attract true youthful attention to the brand. Buick has its own identity, but it has more leverage to fill the gap between Chevy and Cadillac.
If any division should go, it should be GMC: Totally redundant and wasteful badge engineering.
This is a question that shouldn’t need to be asked or answered because the answer is obvious. I wish GM had the laser like focus they have on Cadillac products on Buick as well. Its really simple, Buick becomes the Lexus killer, no rwd, no performance, no passion, just soft, comfortable, somewhat practical luxury. I know this is not what enthusiasts like us want to hear, but lets face it, were not going to buy a Buick, were going to buy a chevy or a cadillac if we can afford it. Not Buick, so GM really shouldnt worry about the performance club for Buick. Operate on the same level as Cadillac with cars just a few thousand cheaper, so no encore and verano only with a 28k starting price and much more standard features. And no more Buicks without standard leather, I personally dont really like leather, but leather means luxury, and thats what Buick should be.
This dual identity Buick has to stop, its confusing customers and probably creating infighting at GM internally which is always bad for product,
In short, move Buick upmarket, compete at almost the same level as Cadillac with a different product portfolio, no rwd / performance, Lexus killer.
I get it that China is likely more important to Buick right now than the US market, but I’d still like to see you add a (near?) luxury mid-sized convertible, like the old (you pick the year, they were all fun) Skylark. We’re looking for something American like that now!
Another place I think you could make a difference would be in a small luxury car. Mini is working on it now, why NOT Buick?
So you’ll decide if there are enough sales in cars like these to warrant them, but I’d love to see them and would absolutely consider buying one – especially the convertible.
I’d like to see them bring back the Riviera nameplate as a mid-sized coupe. Current GM coupe inventory – Camaro (IMO, too retro hot rod) and CTS (too edgy). Grand Prix was
once a middle level niche until it became sedan only.
Man, how could I have forgotten about the Riv! Yes, there’s a place for the Riv. Couldn’t you use the Camaro/CTS as the basis?
BIGGER! And RWD V-8. GM had abandoned this realm of the market. I’m 6’3″ with a long back. Some of us still need headroom. Some of us miss what Buick was – big near-luxury RWD V-8 powered cars with real room. Cadillac can, should, and is looking after the performance luxury BMW-fighting side of things. But some of us don’t give a damn about ‘Euro’-inspired ‘performance’ crap! I don’t live within 1000 miles of anything remotely resembling an autobahn. I have driven GM trucks for years (Avalanches and Silveradoes) because GM gave up on the BIG RWD V-8 side of things. I miss the old Regencies and Park Avenues. Cadillac won’t do this affordably (if at all), and Chev is stuck in FWD-mode. Make the Chevs for the youth ‘perfomance’ and ‘any old car will do’ market. The shear size of the truck market (most of which are bought because they are spacious RWDs, not because they can or do haul thousands of pounds) should be a glaringly clear indication that the market for this type of car is still there, especially if it can be made BIG and roomy. The Dodge (of all things) Charger is the only American car even remotely resembling what used to be real American cars. And I will walk before I’ll EVER drive anything not made in America (and I’m Canadian).This could truly be Buick’s new niche, both from a heritage standpoint, and simply because NO ONE ELSE IS DOING IT.
The thing is – there already IS an Opel Insignia coupe! This site discussed it as a potential Regal GS coupe back in May of 2010! There is no reason why an already existing car can’t be Buick-ized ala Insignia to Regal and call it a Riviera, or take the Opel Calibra convertible, knock out the back seat, and viola! – the New Reatta. Not only would these be Buick-specific (at least in USA) products, all other coupes by GM now are RWD, and these two are FWD, so NO overlap!
I’d say keep Buick competing against Acura. Sporty cars, for their class, but with a little bit reserved designs, inside and out. Go with more flowing, beautiful designs, i.e. Riviera. So in a way, yes be like an alternate to Cadillac. But make the two cars look completely different, and have some different powertrains or options or something. Stick with small sporty cars, like the Regal GS, not anything like the CTS-V, and just smaller less powerful performance models (Verano GS???). But for the most part, build bigger, softer, comfy good looking cars that have some hidden power to back it up.