What do you think of when Buick is mentioned? To many Americans, Buick was a car popular with lawyers and dentists that now is trying to have more youth appeal, albeit in an upwardly mobile manner versus Pontiac’s “You can sell an old man a young man’s car . . . ” manner. But in China, the Buick brand has a completely different perception.
According to Business Insider, Buicks are seen as “true luxury cars” and worthy of status symbols. It’s not news that Buick has been a favorite with the Chinese, with the Buick Excelle being the most popular new car for 2011. Interestingly, the first Excelle was based on the South Korean-based Daewoo Lacetti but since 2009 it’s been based on General Motors’ Delta II platform, just like the American Buick Verano.
Additionally, the article states that minivans in China are the new “executive express.” Since 2010, GM has capitalized on this interesting prestige market with the luxurious Buick GL8 minivan just for China.
Comments
My understanding is that when it came time to kill 2 out of 3 brands, it came down to “which brand is hot in China?” Tiger Woods was selling Buicks in China, and so Olds and Pontiac were executed. Funny how things turn out.
Who says Buick couldn’t be killed in the U.S. but survive in China?
BTW, Oldsmobile was killed WAY before 2009.
Yes, Buick could be killed in the U.S. but why would it be? They’ll sell over 200k units in the U.S. market this year with no unique products. With growing sales and huge margins, as well as a nice compliment to GMC, it is a money maker!
Buick is growing at an incredible rate. I worry about Cadillac (mostly marketing) but believe that the tri–shield will surpass Lexus by 2020 in sales.
Buick, as well as the Opel.turn around, have gained traction and will probably be GMs two biggest post-restruturing feats.
When GM was competing with Ford to gain access to the Chinese market, GM’s Phil Murtaug made a very wise observation. The Chinese did not like the high number of Germans involved in the running of the Chinese VW plants. So GM sent a Chinese delegation to Brazil where the Chinese had a tough time finding anyone other than Brazilians running the show.
That smart move got GM approved for access to the Chinese market. But GM wanted to introduce Chevrolet and the Chinese said NO, it had to be Buick. When GM tried to justify their choice, they were given a history lesson about Buick’s early role in China. So you can thank the Chinese for Buick still being around as Rattner was hell bent on eliminating the brand.
Please note that the Daewoo derived Excelle is still GM’s top seller excluding the Wuling microvans.
China is not the United States and they have different taste for things for different reasons.
The Buick has a long proud history to them and GM is wise to capture this. It is for the most part making them a lot of money and helping support the other brands there. Being the worlds largest and fastest growing market this is very important today.
Pontiac almost died back in the early 80’s but were saved with the sales of the Fiero and Grand Am. These two brands brought a lot of buyers into the dealers and put Olds in the electric chair. But Pontiac lost their way again with the lack of funds to provide them with the right product and their misguided management left them anything but a Performance Division. Lutz was 10 years too late to save them.
As for Buick here it is a no brainer. The brand is sold as Opel with many models and even more shared in the future. Also the CUV and SUV sales have been very profitable. The sharing of models and development make Buick pretty much add on sales and profits. Buick is like GMC one of the most profitable divisions GM has.
While may want to make this a anti government or sentimental journey the hard truth is Buick made the most economical sense to keep active. If they were not making money with the brand or name they would be gone too.
This is a global market and each brand has to maximize their global presents. So no matter if these cars carry a Holden, Buck or Opel badge they are a global presents.
In the end it comes down to making money. If you don’t believe that just look how GM pulled Chevy from Europe since they were not making money.
It is like the old question some like to ask why GMC is here. Simple they make money and in their cars a lot of money. Denali has $$$$$ all over it for GM..
It take emotion to make a good car but it take good economics to make money. Emotions are not enough to keep a brand alive.
GM remains in denial. Regardless of how much time and money they put into it, they are not going to change the perception in the U.S. that the Buick brand is on life support. It will be phased out as baby boomers die off. It is time to drop the brand and come up with something fresh.
What are you talking about? Buicks, with a tiny line up, sells more vehicles than Acura, Infinity, Volvo and earns more money than Mazda.
With that said, Buick keeps growing yearly and adding new vehicles which will increase sales well over 250k yearly. Buick is probaly in better health than Cadilac when margins and.development costs are considered.
“the Buick brand is on life support.”
BS and what are you smoking? Strongly disagree with you bud (I think you’re the one in denial), the Buick Enclave is hot and selling like crazy in the states.. About 5 years ago, didn’t see that many on the road, but now in 2015, I’ve seen a lot of them everywhere now. Sorry dude, the Buick brand is here to stay for a while and is now getting even more popular again (especially the Buick Verano) with the millenials in the states.
Buick will be around a long, long time because they build great cars. I have owned 15 Buicks and still own 4 Buicks- all of which are in running condition. Buick could double their sales over night in the US IF they would develop a better dealer system. I have never in 40 years bought more than two from the same dealer. As a group, they are arrogant, self-centered, can’t keep good service techs, have lousy service dept’s and have a indifferent sales force. I bought a 2011 LaCross-pre-owned- and when it did not perform well, I tried to sell it to Carmax and discovered the whole right side had been repaired and re-painted. Yes- I had a dealer paid for Carfax report! I had one try to actually change the price when I came to take delivery- AFTER we had a signed contract and they had a deposit. Come on BUICK- get some integrity in the dealer network.