There are many questions left to be answered from the potential sale of Opel-Vauxhall to PSA Group. One of the biggest implications that may affect North American buyers is Buick’s close ties with Opel.
Since General Motors’ bankruptcy and restructuring, Opel has become a defacto part of Buick in the United States and Canada. Buick’s biggest seller, the Encore, hails from Opel and the brand has seen other vehicles like the Regal, Verano and Cascada convertible help fill out a thin lineup that once was.
However, analysts think Buick would be just fine without Opel’s strings, according to Automotive News. While no one knows exactly what the potential sale of Opel will mean for other GM brands globally, Dave Sullivan, an analyst with AutoPacific Inc., thinks Buick’s focus on China would take the lead for North American products moving forward.
“I don’t think we’re going to feel it here in the U.S. in terms of product life cycles because I think China has taken the lead on Buick development,” Sullivan said.
The one vehicle most in limbo is likely the 2018 Buick Regal, according to the report. The all-new Regal is expected to mirror the 2018 Opel Insignia Grand Sport, which has yet to be revealed in the U.S. Buick has also had plans to introduce a Regal wagon variant as well, based on the Insignia Sports Tourer.
As for now, Buick itself isn’t worried about what Opel’s future means for it here in North America.
Buick spokesperson, Stuart Fowle, stated it was much too early to begin conjuring thoughts of what it could mean.
“Right now, we’re moving forward as Buick, and we’ll cross that bridge if or when we come to it.”
Comments
When we know do gm sell opel or not
Probably by the end of this week. At least that’s believed to be the initial target given to the negotiations and steering committee.
Opel tested cars in Europe. Once reliable they became Buicks here. That won Buick shocking praise from Consumer Reports. The first American car company since Jesus to do this in a long while.
That’s right. Throw it all away.
The analysts who both see the Opel well sell; They know how to make money, but they do not know about cars.
But this its only money affair
Opel has been losing money for years. Get rid of it sell it. Fast forward a few years Opel is buried in cash. This will come back and bite GM in the ass.
One word: Subaru
Given that Buick of China sells more vehicles than Opel and Buick in the United States; Buick of Shanghai might take the lead and become the driving force for the direction future Buick models might take because if a Buick vehicle sells well in China, we’ll probably see it in 6 months time in the United States.
Did Opel help in the design of the Avista and Avenir? If, not, who cares. Seriously. Buick’s future depends on it’s cachet, and to bring it to on par with Lexus (I’m not kidding). And in the United Sates, not China. Buick still has a chance as it’s an old, classic, big, bad, American brand, and because of that, can get away with a few things. Buick, build the Avenir, already, market it as the new Park Avenue. Then, introduce a larger Avista and market it as a cutting edge, brand new Buick Riviera. Advertising will be everything, think Chrysler 200 Super Bowl, 2011, Eminem, level adverts – for both these products Start from there, and eliminate any low tier- sup 30k cars. Buick needs to upmarket is brand, not lower it, but with that said, it always needs to bring the quality to do so. I love Buick, and I think it can still be a player. Please get rid of that awful “It’s a Buick” advertisement campaign. Whatever agency sold you that, fire them, immediately. Hire me, I’ll work for cheap, I have great ideas.
Btw, disclaimer, my mom and dad purchased a brand new, midnight blue, Buick Riviera, with sunroof and pin-stripe, for ~$32k in 1992. I was awe·struck and from there, a forever fan. So, please take my advice, as it’s sincere. Back then, my mom and dad were in top of the world with a new Riviera.
When I read “we’ll cross that bridge if or when we come to it”, it’s clear this Buick spokesperson does see a problem but is likely not allowed to talk about it. Otherwise there would not be any bridge to cross…
Remember the hefty reactions when Buick imported the first Chinese-built Buick in the US? How would the buying public react if the majority of Buicks would be Chinese-engineered instead of German-engineered? Like I said in another reaction, this deal will likely cost GM in the longer run far more than the benefit they get out of it in the short term…