Whether we agree with it or not, Buick and Opel/Vauxhall appear to be fusing together more and more with each new model. Considering that the brands exist with an ocean between them, there’s not much to get worked up about. That is until you factor in that certain models don’t really align well with each brand’s overall image. For instance, the new Opel Astra GTC and its lithe OPC version are probably too hardcore for the contemporary Buick buyer, just as the Buick LaCrosse is probably to old-fashioned looking for the chic European consumer…
…But what about this new one? This Opel Adam? Do the impressive amount of features, such as a parking assist system, infotainment and a modern design inside and out warrant a position as Buick’s city car? What would you call it? And would you change anything about it to make it fit more as a Buick?
Comments
Absolutely not. Opel needs to become a global brand. Enough with Buick. This Adam puts it over the edge. Move Opel upmarket, globalize it, and call it a day.
I agree wholeheartedly. Taking Opel globally is likely the easiest way to safe that brand, and the shortest way as well.
Moreover, I can’t see how GM’s designers can Buick-nize this Adam design wise. The car won’t lend itself well to the American brand’s latest design language.
You wanted to see how a Buick Adam would turn out — well, check this out:
http://www.autotribute.com/16521/opel-adam-meet-the-buick-adam/
Man, it would seem like a stretch to make it a Buick.
Would you call it the David? (after Buick’s founder?)
However, the Verano is doing well for Buick and it seemed like a stretch at first release as well. at least to me it did.
If they really put a good marketing blitz on it, it may work.
The campaign could approach it from a “That’s a Buick?” angle.
Picture this:
A few people walk by it staring curiously.
The car suddenly starts up as noted by the illumination of the daytime running lights (via remote starting on key fob)
The owner (mid 30’s male or female) casually walks by and starts to get in.
One of the onlookers asks, “Hey, what is that?” to which the owner replies simply. “A David.”
“A David!? What’s a David?”
“It’s the new Buick.” and with a contented smile, the owner drives away, leaving the passerby to wonder out loud… “That’s a Buick?… Nice!”
…and cue voiceover.
I guess a few honest questions I have are:
Is the American public willing to pay a premium for a car this small – specifically from Buick?
Can/should this compete with the likes of the Mini that already has established a strong reputation as a fun to drive small vehicle?
Is the Fiat 500 in any way a threat to this car as a Buick?
I think a Buick version of this would sell well in China (and hey, isn’t that why Buick is still around anyway?). It would probably need some work on the front end to fit in with Buick’s design language.
However, if GM does go to all the trouble of making a Buick variant for China, why not just sell it here too? Maybe give it the tagline like, “Its Buick, bitch!” or “Buick is the new Black.” The new Buick Skylark anybody?
BUICK? hhaha yeah right maybe GMC
or even saturn or pontiac but there gone .
I do not think that occurs in the range of Buick…
Rather I think that General Motors should consider the possibility of Opel’s arrival to the United States only sports or niche products, such as the Astra GTC / OPC, the convertible, the Adam and the possible “new Calibra” who may be included among the 23 pitches that plan until 2016, ie products which are unlikely to take place in the range of Buick. This would be a good option to somehow fill the void trade (not emotional) left Pontiac and give more weight to the balance towards the profitability of Opel. Humble suggestion …
I totally can see the Adam working as well as the Astra in the U.S. but under the Opel brand. If Fiat could make a return to the United States via Chrysler, than I can’t see why the same can’t be done for Opel. Send select Opel models to the Buick-GMC dealerships and call it a day.
no the car is to small for the buick brand
Daniel….agree….make it a Chevy or forget about it
I think they should bring it over as a Buick. Buick needs a unique small car for their dealers to get younger buyers in the door and for dealers to have a lower end premium car to sell that is reasonably priced. It would help the dealers who do not have a lower priced vehicle to sell. A Riviera Volt-based (low volume brand halo model) coupe, and a Regal coupe, convertible and (AWD) wagon and then top it off with a large luxury volte- based Electra in a few years.
i wouldn’t mind it as a buick (does mix messages about what buick is supposed to be though) but i think it would work for chevy even if it is just called the sparker superspark or something (even if it is on a moderately different platform) or maybe call it the citation!!! then the opc version could be the x11!!! (trollface)
Only if it is more than just badge engineering. Add the Buick trademarks quiet tuning ect.
If Buick add this car, how is Buick going to Luxurize the Adam?
Very sharp urban hauler. Nicer in design than the Spark.
If a Buick, just sayin if… Leave the front end alone and slap the Buick logo where the Opel logo is, otherwise bring it here as an Opel… This car is impressive for a small car, Opel has brought there A game… Good job Team Opel… Now time for GM to bring Opel here with there high end models, yes please…
No we do not need an expensive small car. Putting a buick grille would ruin the styling. Whos going to spend a ton on a sub compact buick?
Attention GM: Check out the ADAM video found on Manoli Katakis’ other article today.
Note the market demographic on the video – The bright colors, wheel/personilized options list – aero pckgs… Just don’t call this car “Adam” in America…Try making this into a youthful brand at GM – Buick may not be the best choice.
What is vital – is you pay attention to this opportunity…the integrated bike rack, an emphasis on fun and character – individuality. This is what sells to youth, and the young at heart.
Scion made a dent in massive options lists and it’s only getting larger to date: Today’s options include the LED star effect interiors and an incredible array of electronic-connectivity choices.
The more I think about this, the more I see the potential as a Buick.
HOWEVER, Buick must do their homework to market the car to the right market effectively.
IMO, competing with the MINI will be a challenge, unless performance mods are available for the engine and chassis like they are on the MINI. This is true whether it comes to the US as a Buick or Opel. I’m not sure if it should compete with the Fiat 500 or not. Isn’t that more Chevy Spark territory in terms of content and market?
Maybe the two can tagteam against the 500, with the Spark providing a better value, and this car providing more content.
This car could be a boon to Buick dealers (Most former Pontiac dealers) who are trying to regain some of the younger crowd back onto their lots. This could be an introductory car for many to Buick and could help establish loyalty for future buick purchases. The Verano is doing well. If the Encore is successful at shifting Buicks image, then that bodes well for the Opel Adam to come over as a Buick. A Buick David maybe? 😉
Trying to market it as an additional brand (Opel) in the already saturated US market seems to me an inefficient use of resources right now. Fiat isn’t selling well, yet, which doesn’t indicate that the US is receptive to a relative unknown brand.
It also could help GM in its efforts to redefine Buick. Maybe it doesn’t fit with the Buick of old or recent memory, but it could blend well with establishing a popular new image of Buick. This also could be a way to get ahead of Lexus by offering something they don’t. IF it’s done properly, it could help drive the market instead of following.
Thanks for the thoughts, we are proud of the adam, it will not be a Buick in the US but will be in many other markets, this will be a volume seller. Buick will get the GTC with refinement and US changes to complement the verano line. Buick will become a fun luxury line thanks for the support.
JD you’re back?? we missed you!!
OK, I am compelled to come out of cyber retirement and ask that if the Opel Astra GTC is coming to the U.S. as a Buick, how is a Verano hatch a “… long, long, long shot?” Aren’t they in the same class and on a similar platform, and isn’t the GTC a 3-door hatch? (J.D. or Alex, care to comment?)
Not a Buick ………….
I think this car could make it as a Buick and in fact be the car to truly redefine the brand as the type of car that Acura used to be and that the American market is really looking for. The caveat is that this could not be half-assed. No drum brakes at the rear. No naturally aspirated engines. Leather seats would not have to be standard, but at least Alcantara would be. Sport would be this car’s first, middle and last name. I’m not a chauvinist, but leave the ads with the super-models alone. In fact, show no humans at all…just the car doing what it was meant to do…be driven and driven hard.
I would call it the Buick Effect.
If this comes as a Buick, then wouldn’t it affect the sales for Spark?
This car would fit into Buick just fine. I think GM should be using Buick to re-define luxury–the anti-Audi or Caddy–and to do this, the Buick line up should take risks and even add the Opel OTC. I would even like to see GMC wear the tri-shield as a means of further connecting the brands. In my view, Opel produces the best of GM vehicles and GM needs to take advantage of this.
If this fails, GM should transform Opel into the next Geo and sell tiny, sporty Opels on Chevy lots.
The model to sell in North America is the Theopolis Chin designed 4 door , see his superb rendering , was in gm authority July of 2012 . The rear door handles are hidden such that the appearance is still one of being a two door . The length of the car is slightly longer to accommodate a roomy back seat . The whole package is outstanding and more balanced . Perhaps GM Authority could rerun a picture of this Chin design ??
This would serve as part of an Adam’s family, along side Rocks concept.
Mini and 500 have created what amount to sub brands.
Love the idea but hope GM isn’t arriving too late at the party. Adam sales are currently slowing and I wonder what this means for future introductions.