Buick has decided to relocate from the General Motors section on the floor of this year’s North American International Auto Show to the “luxury pod,” near Infiniti and Acura, The Detroit News Reports. The only brands in GM’s corner of the show will be Chevrolet and GMC, with Cadillac also bordering the luxury section of the event.
The new space is 3,000 sq. ft. smaller than the space they otherwise would have used at GM’s booth, but the move will keep with the brand’s quest to attract a different kind of buyer. Designed by Chicago-based exhibit designers Czarnowski, the modern contemporary booth features swooping arches for an “amphitheater like effect,” The Detroit News says.
President of Buick-GMC, Duncan Aldred, was critical of Buick’s booth at least year’s Detroit Auto Show, saying the display was “not in keeping with where we want to take the brand.”
“We needed to be in and around our competition,” Aldred told the Detroit News.
“Now that I’ve seen it in the construction stage I’m absolutely delighted,” he said.
Comments
I feel as though Buick needs to clean up their vehicle line first before trying to go after other major premium brands. The Verano, Regal, LaCrosse, Encore, and Enclave are all in need of redesigns. They need better material quality, greater efficiency, lighter weight platforms, and more powerful engines. Until then, their image will continue to suffer. I hate to say it because I love Buick, but their current lineup is just enough to get by. Clearly they don’t want to just get by, they want to outpace their competition, so they should hurry it up!
I guess when you say Buick’s image suffers you must mean in comparison to the premium (and more expensive) brands they want to chase after. Otherwise they seem to be doing pretty decent considering they were almost left for dead not that many years ago.
I’ll try again.
http://www.opel-accessories.com/en-DE/Cascada
in different countries have very different configurations of the different models. In England there is very little choice of rims. Choice of engines is also pretty different.
But I even found some opc-line package extras. However, these are only for the cabin. hopefully made opc-line appearance for the package.
GERMAN KONFIGURATOR
http://www.opel.de/fahrzeuge/modelle/personenwagen/cascada/konfigurator.html#trim
ENGLAND KONFIKGURATOR
http://www.vauxhall.co.uk/vehicles/vauxhall-range/cars/cascada/configurator.html#trim
Buick needs lighter weight platforms? Like Lexus? Lincoln? Acura? Infinity?
Buick, like the other brands mentioned above, is not presented as a BMW rival. That is Cadillac’s job. (Sharing parts with Cadillac is an interesting idea in today’s market but would sever Buick/Opel cooperation).
Since restructuring, GM has done a great job keeping Buick design seperate from Chevy–something Lincoln, Lexus, Infinity and Acura can not claim. The new Buick products are all set to debut with the next two years. Here you will see an evolution in both design and materials.
Yes, Buick does need to lose weight, as all US cars need to do. It is necessary not only for fuel efficiency, but also for improved dynamic performance.
Buick DOES need to be a clear step about Chevrolet in quality, materials, and refinement. Different styling on cute utes or rebadged Opel platforms does not make Buick compelling on its own, and the sales reflect it.
I highly question your assertion that Lincoln, Lexus, Infinity, and Acura don’t keep design separate from the Ford, Toyota, Nissan, and Hondas on which they are based. The problem with these brands is that the design language of most of their products is downright ugly.
Buick has some excellent design heritage, it’s a shame that the current design team seems to have lost its ability to pen an elegant CLEAN automobile anymore. With Welburn at the head of design, GM has joined the rest of the automakers offering needlessly complicated designs. Buick can and should be the next Audi — dethroning BMW and others with clearly better interiors, superb and tasteful styling, and a full range of performance from eco-miserly to completely insane (but still under tasteful bodywork!)
I agree with you in that Buick models have aged; however,the sedan line up is on the verge of replacement with a new Verano, Regal and Lacrosse just around the corner.
As for sales, Buick is moving in the right direction outselling Lincoln, Acura, Audi, Lexus and Infinity in North America.
As for the other near luxury brands mentioned, they are all simply rebadges of value segment brethren. In fact, one could suggest that Buick has done a far better job than the Japanese in presenting unique design and unique value proposition for those without the need for speed.
While I am not a huge fan of Welburn’s general design ethos (he is too risk adverse), I think they have done an excellent job establishing a cohesive and uncomplicated language for Buick. I’m no lover of port holes but, in general, like the brand’s use of understated character lines, and lack your overall enthusiasm for Audi-like design.
As for Cascada, it is a three year old car and thus too young for a new platform from an economic perspective. This car will be pure profit for Buick as it comes off a pre existing Opel line in Poland, and, in addition, it should garner good reviews and attention for the brand.
Buick is slowly moving upmarket but GM isn’t looking to transform the Tri-Shield into a preformance brand (or, for that matter, a something for everyone brand). As Buick grows, it will continue to occupy a narrow focus, the cleavage in between Chevy and Cadillac–turf brimming with profitable opportunity.
Lincoln’s for the most part are nothing but Fords with skin and interior tweaks here and there. They are trying to reinvent Lincoln but they are light years away from the other brands you mention although I wouldn’t exactly call them ugly… just gussied up Fords.
Buick is far from revamped yet and I fully agree there is a need for a lot of work. The Regal and Lacrosse are both very old cars in todays terms and both will soon be replaced with much improved models on much lighter platforms.
Buick is doing ok with the SUV segment but the Enclave is in need of revamp and we too will see this in the next couple years.
As for their own spot at the show not is as good of a time as ever. If GM wants to convince the divisions are different and the models are not just re badged models they just need to continue to expand on what they have been doing and also not park them all in one spot at a show.
GM looks to be working to make people see them as separate car brands and not just as GM with different brands. This is a good thing as you do not see VW parked with a 911 do you?
Opel and Buick have a lot of product coming yet as both are the last to get any of the post bail out work at GM. Both have been Buying their time as they find their place in their market. Opel has finally found their niche and Buick is getting the room to grow with Cadillac moving higher up.
If Buick fully competitive now no but they will be with each and every coming model. They like Cadillac have to rebuild one model at a time.
Agreed!
I once upon a time believed that Buick should have been linked to Cadillac in terms of platforms but am now very satisfied with the direction in which the brand is moving.
This is the perfect year in which to present Buick with the other luxury players. (We who follow the brand consider the line up old; however, it is only just now that most of America is finally noticing the line up. Regal, Lacrosse and Verano can make it to 2016.)
scott3: Totally agree.
GM has to offer the best quality and technology. bring to market new inventions. GM needs to do all of your items in strong cooperation. All units of gm is very important and should be treated equally. All units have a very strong professionals, experience, skill and history. GM has already begun to act in new ways, and this can be seen and felt. a new management team wanted and promised changes and new leadership are powerful plans and wishes.
GM needs to do all the time, all over the world with strong cooperation between all the units, and to offer our clients the best.
All car manufacturers in the world are inventing new things all the time and want to provide the best. All car manufacturers are increasingly wanting to produce lighter cars. no matter how mild the machines have not already. If the producer stops when the competitors will eat him.
I hope it goes well, all the best GM GM products as well. Well that GM would have to offer the best of all units. GM has to make a strong cooperation between the entities, and all the love.
Canned VAG 2000+ is beginning to turn, and this is how they operate is a powerful and beautiful. Did various producers have their own peculiarities in its positive and negative things. GM has more global as VAG and it is a big difference but it is firmly in the same way as those of the plus and minus sides VAG which is basically just EU
I do not know how much someone familiar with the various car manufacturers deeply and thoroughly. But who knows how the VAG group collaboration and sharing of works it is wonderful. How does their skills, products and techniques and how they will share with the markets work.
I think this is a good move on Buicks part . For people that may be turned off on Cadillacs prices maybe they will now look to Buick . The Encore is a hot seller right now and other manufacturers are also in this segment or soon will be .
The Enclave is due for a model change and will reports claim it will be smaller than the current model . The Regal and Verano will soldier on till 2017 .
Buick is in a unique position in terms of it’s aging line up because the brand was ignored for so long & people are beginning to just notice Regal and even Verano.
Thankfully, a new line up is on it’s way. The new Regal will especially garner attention as will the new rumored Grand National.