Earlier this month, General Motors North America president, Mark Reuss, discussed in an interview the gaps that could be filled in the automaker’s product lineup. Among the many topics of conversation was the possibility of a Buick flagship, which Reuss described as “A much more beautiful Panamera.”
Now GM CEO Dan Akerson has also chimed in about the potential flagship Buick. When asked whether Buick needs a flagship, Akerson told the Automotive News, “Probably.”
However Akerson was also leery of the idea. Saying GM is concerned a top-end Buick could impinge on the upcoming full-size Cadillac flagship sedan, which we expect will be called LTS.
“We haven’t made a firm yes or no decision, so I want to keep the door open that we might have a (Buick) flagship,” said Akerson. “It all depends on what we do with Cadillac over time.”
Cryptic, yes. Though we will stand on the belief that Cadillac and Buick could occupy the same plane of refinement, but on different ends of the spectrum, with one being a more elegant and soft-luxury brand, and the other being purely red-blooded performance luxury.
Comments
Come on already, Buick vs Lexus/Acura = Need for a flagship. No Brainer… Cadillac vs Mercedes/BMW/Audi = Need for Flagship… Probably, really how about absolutely… or I dont make comments on future products, come on Dan…
the Buick being the soft luxury car with twinturbo V6 engines and the Cadillac being the red blooded performance car with V8 engines. riding on the same platform.
both Cadillac and Buick flagships should be full-sized… but different sizes and styles.
http://worldcarslist.com/images/buick/buick-lacrosse-concept-car/buick-lacrosse-concept-car-02.jpg
better yet
I’ve always said both brands could occupy the same space by courting different demos though different visions of luxury.
Buick can’t always be a middle brand. It cuts into the higher trim levels at Chevy, options that have made Ford a fortune.
Sounds to me as if GM has worries surrounding Caddy. As if they still lack a solid future plan ” depending on what we do with it” sounds weak and lost.
I really do not see this car as a problem for any Cadillac flagship as the prices will not even be close.
But I do see them having to carefully derive a slot that could impinge on the CTS and ATS to a point.
The key here is to create a desirable car that will not compete with any Cadillac model but would also do well with the lower end luxury cars.
I think if they take the styling and go much more rounded and sleeker it would appeal to a different group just as the Nox and Terrain already do. Also I would make the Cadillac a lower car too and less formal. It should reflect a more sporting nature in styling. Then keep the power lower than the similar priced Cadillac too.
They will do this car but just how they will out fit it and slot it may be all that is up for debate. Right now the Lacrosse is in a pickle with the Impala now.
HAHA! I know this intrudes on Cadillac’s ATS but what if this were actually real? I would so buy one!
http://img16.imageshack.us/img16/8342/gnxfrontbcdbb.jpg
http://img843.imageshack.us/img843/6776/gnx1.jpg
I don’t want to see a Buick “Panamera” I’d much rather see a Regal Sedan/Coupe/Convertible/Wagon and something along the lines of a Verano Roadster to replace the Solstice/Sky.
(All trims have Start/Stop and either an 8-Speed Auto or 6-Speed Manual)
Regal- 1.6L Turbo I4 w/ 190HP and 205LB-FT. Up to 38 MPG Hwy
Premium l / ll- 1.8L Turbo I4 w/ 240HP and 270LB-FT or 2.0L Turbo I4 w/ 265HP and 305LB-FT. Up to 34 or 31 MPG Hwy
ECO- 1.4L Turbo I4 (eAssist, Regen. Brakes and 2-Mode Transmission) w/ 145HP and 160LB-FT (Extra power from eAssist isn’t included in these numbers) Up to 49 MPG Hwy
GS- 2.8L Bi-Turbo V6 w/ 350HP and 375LB-FT (HiPer Struts) Up to 26 MPG Hwy
Probably the most frustrating aspect of all of this is that GM has the hardware and resources to make both Buick and Cadillac flagships and completely individualize them in terms of design, powertrain, technology, and ride/handling, to say nothing of the differentiating marketing and advertising. To continually see Buick play second fiddle to Cadillac is practically cringing, considering the sort of content one can find in a Chevrolet these days.
So true, and other automakers such as VW and Hyn/Kia are able to share the same tool kit without doors harm. Taking Buick further upmarket would aid sales in China, especially if Caddy fails to catch on. Even here in the States, GM runs a risk of turning off traditional import shoppers with Caddy`s bold looks.
Toyota seems to have noticed the decline of middle market luxury and volume brands push upwards with added features and more stylish design. I hope GM takes note because the futures of both Buick and Chevy are at stake.
A pet peeve of mine is when people talk about Buick in China as if whatever the American market did with the brand that the Chinese market will follow suit. I’m far from convinced, especially with a car like the Excelle (which is not a Verano in the least) is the brand’s sales leader over there, while isn’t for sale here (hint: nobody would buy it, as it’s sub-standard). Though yes, the bold looks of Cadillac may be too extreme for more conservative customers.
Toyota could be noticing a decline in mid-market luxury because they’re currently irrelevant. There’s no product I can think of right now that makes me think Toyota is on the right path. Heck, in this world of small displacement, they don’t even utilize a single turbocharged engine. They still use a V6 that puts out an embarrassing 204 hp.
Each marque changes form depending on the needs of a given market. I almost see Buick China on par with old school Oldsmobile.
For that master, quasi luxury Verano ( Astra) is a European Jetta fighter, a role given to Cruse in NA, and Brazil.
With that said, Buick has the potential to move upmarket in China much like Audi did in Germany.
As for middle luxury, in addition to Lexus, Acura is falling behind, Infinity is stalled and even brands like Volvo are at a crossroads.
I will disagree with the hosts again on this subject. GM does not need, nor could it sell a $85,000 -$100,000 full size luxury Buick to compete with anybody. Not BMW, not Mercedes, not anyone.
However a $60,000 premium lux vehicle could be a “halo” car with low volume. This vehicle could fill the non sports segment and keep away from the Cadillac very easily. This is Buick’s mission and what it will do.
Omega can be a $60,000 dollar lower volume car for Buick….and $85,000-$100,000 for Cadillac……a lux is just a med- class car I think Buick can do better than that. but not step on Cadillac’s toes.
Buick needs to rival with Lexes LS and Marcades s-class. a lux will not fully compet
Oh, let’s be controversial, shall we?
Buick is undeserving of a full-size car in any body style. THAT is the domain of Cadillac alone.
LS is $72,000. S starts at $85,000.
Does anyone here seriously think Buick can sell a $85,000 car?
When I was a kid in the 80s, and 90s, Buick and Caddy shared a lot of platforms and designs with Buick always being the more toned down of the two.
The same can happen with Omega. Money can be saved by the sharing of factories. Omega has been pegged as a money looser; however, Buick offers more scale.
GNX.
Lets get something corrected here Buick is not going to sell a $75,000 flagship anytime soon.
Buicks space is $29K-59K max. Not they are not going to go toe to toe with each model of Audi or Lexus but they will work to challenge the lower end cars here. They will go toe to toe with most of the Acura line.
Buick is a gap filler between Cadillac and Chevy with a little over lay in price.
Who says the Buick flagship has to be an Omega platform. Buick can do a very advanced TT V6 sedan and maybe coupe that will be of a very sporting nature like an lower end Audi.
Also we need to stop this GN and GNX think as Buick is no longer that company and these cars are going to be so much different than what that car is. You make it a GNX you are going to have to limit it to two doors and black or the diehards will complain. That is just not what would do well in the market.
I really would like to see Buick do mid size cars with Turbo Chargers and Haldex AWD systems. Make them more rounded to set them away from Cadillac and remove most of the chrome or use black smoke chrome to tone them down from the brushed metals of Cadillac.
Buick like Cadillac is no longer the companies they once were. Both are in progress of rebuilding their new images to a modern day image. Cadillac is farther down this road with great acclaim Buick can and will soon follow.
While Cadillac still has that American swagger I expect Buick to take a more Euro path. Since joined with Opel I would look to their styling and their Euro influence of where Buick will go.
China will buy it as long as it remains upscale and says Buick on the steering wheel.
The key here is think outside the traditional Buick box as it has or will be tossed out. We will still get a tri shield and waterfall grill but everything else will change and change for the better.
Very well put. The old Buick, as well as Caddy deserve to die, and even old name plates like Regal should be tossed. Long term buyers will complain but they don’t really matter in terms of sales as they are aging out of the market.
I do hope GM slowly ups the price (and content) with Buick because this opens space for Chevy.
I do not want to see another cramped mid-size flagship car for Buick…what is going to be the flagship…what platform…
What about a 200+ inch long full-size flagship with turbo chargers and fully comforble space cabin and trunk.
The Buick can be 200 inches long and the Cadillac can be 205 inches long.
They said that it is possible that the Buick flagship will ride on Omega platform…if that’s true… I can see that the Buick would be the $60,000 soft luxury low volume car with 350 HP turbo charged V6 engines..and the Buick would be around 200 inches long…….the caddy would be a $85.000 red blooded performance car with 500 HP V8 engines…and the caddy would be around 205 inches long.
If the Buick flagship is the Porsche sedan size everything would be too close in size in the Buick lineup…or they will have to shrink everything else and everything will be too small.
You’re a trip Scott…
http://www.edmunds.com/car-news/grand-national-gnx-and-t-type-are-returning-to-buick.html
How big is too big for buyers? Chinese Park Avenue is 203 inches, would be used for taxi service in the US.
Buick needs to be careful about entering S class territory with this car.
Buick has had good luck with smaller offerings. Not much money will be made of a Buick Omega, hence why Ackerson does not sound excited. Can it even be sold in Europe as an Opel considering Insignias numbers?
will the flagship has to be at least 200 inches long no matter what platform it rides on. if it ends up on Elpha,,,stretch it.
tell me how big is the buick flagship is going to be and what platform is it going to ride on????
If Buick doesn’t use Omega why doen.t they just replace the Lacrosse with an AWD, 200 inch long,, high volume E2XX platform with no FWD options and have turbo charged engines and have it be like the XTS. and it will not step on Cadillac’s toes. what about a $50,000-$60,000 E2XX.
People is already complaining about the trunk of the Lacrosse be too small. and the Lacrosse is 197 inches long.
200.0 inches long is perfect for a buick flagship…no flagship needs to be smaller than 200 inches.
Who knows? Dan is clearly taking Omega from the context of the article.
+1 for reading comprehension!
Will it happens, who knows?
Remember that Lacrosse, like CTS at Caddy, was designed to fill multiple segments. To properly compete against Lexus, Lacrosse needs to with gain or lose size. Also, next gen Lacrosse can’t step on Impala or XTS toes. Otherwise, we are back to the old badge engineered GM.
There has been a rumor that we would not get next cycle Insignia, Regal, but instead a North American variant…article talked about the flexibility of the new modular design (I don’t buy this, unless try really do want to shrink Lacrosse and then do a larger Alpha based RWD fun car.)
Again, who knows?
Sorry but all flagships [God I hate that term] are going to either be small or very expensive in the next 10 years to meet CAFE.
I know the traditionalist will hate it but there is no Duce and a Quarter in Buick future.
Cadillac can get away with a larger more expansive low volume car with the Omega LTS but Buick and others in this segment will shrink in the coming years I am afraid to say.
This is not what I want but it is the way the market is going.
Al already has said what I have said on the V8 as it will become rare and more expensive as time goes on to limit sales. You can get it but you will have to pay for it. Same for the large cars and trucks.
So not think the Colorado is aimed at fuel mileage just for some. This may be the future of the 1/2 ton segment and the full size may take up only 3/4 and larger with more CAFE room.
Why shrink….that means less room. and crampy cars.. we doen’t have to shrink…they are already having lighter platforms coming in the vary near future… why don’t they just shrink the engines…not the body I think shrinking cars is just the thing of the past…. I hate to see future cars shrink
Your saying Buicks are going to shrink in the coming years…..if that’s the case..the future doesn’t look good for Buick..and Buick will have no future.
I know that Cadillac’s flagship is going to ride on omega…I wounder what the Buick flagship is going to ride on ?????
Lexus ES is 183 inches; LS is 197: Buick just needs to benchmark against these two most popular models.
The 90s are over, people are no longrr interested in boars. 195 inch CTS like sedan is more than big enough for most people.
As technology evolves there is no doubt that cars like Impala will get higher MPG but auto makers are looking for world cars, autos that are drivable in urban areas.
I’m not saying Buick won’t get an Omega based sedan; however, Ackerson has not decided yet.
Will lets hope that Ackerson will decides to give the Buick will an omega platform in the near future. What about a 198 inch omega.
the trunk on the CTS is a little small and the rear space is a little cramped.. people have complained about the trunk on the Lacrosse being too small.
Anything below 200 inches works. Base COMMODORE is roughly that. Former head of Holden talks about a rebirth of the large car, but bean counters will get in the way of that.
I just wonder how they will make money off non Caddy Omega? They are willing to lose money there as part of brand building, but unless Buick gets Omega, Holden never will.
Does anyone know why they never built a Zeta based Caddy? Its a great platform.
A low- volume Omega for Buick and a high-volume for Caddy. I think the Omega would be a vary good car.
I hate to sound like a bean counter but can it make money. The Caddy its for show, an investment in band equity.
Will the Chinese buy enough of these cars to maker it worth while?
cars will get smaller and smaller now that we’ve fully entered the era of the world car
The Buick flagship can be 200.0 inches long and the Lacrosse 195 inches the Grand National 190 inches and Verano 180 inches….Buick flagship not to go over 200 inches long so that way everything else can shrink.
201+ inches long will be too big… that the next generation Impala and XTS witch would probably come around 2020… can shrink about 3-4 inches.
Make it voltec and below $45k and you might have a winner after tax credit
Maybe 50% voltic 50% gas….. and have some other Buick be 100% voltic.
Opel Monza do not look like a flagship for Buick…the trunk looks extremely small and the rear space looks cramped….the front end and penal shapes are good for the Buick flagship.
The car will evolve from the concept presented. I don’t think that trunk space is Buicks primary concern or consideration. Its doubtful that that the buyers all that focused on the trunk, either.
Trunk space does not make or break a flagship
are saying that the buick flagship is going to be as small as the Opel Monza and look like it ????
Ruess, and this site, have hinted the flagship will look like Monza. It is also the only vehicle Buick has that looks like a Porche.
Monza is only a prototype, a concept car, and certainly the final product will differ in both size and appearance.
Remember that Monza rides on Alppha
platform and it is unclear whether Buick will get to use Omega.
Answer in short..who knows…..
we well wait and see what happens.