Buick Will Look Into Adding Super Cruise Capability ‘When Opportunity Arrives’14
General Motors only recently launched Super Cruise with Cadillac, which it touts as the first true hands-free partial self-driving technology. But, where does it go from here?
The entire Cadillac lineup will likely feature the self-driving technology eventually—all signs point to the upcoming XT4 crossover—but there’s another brand potentially suited for the technology. Automotive News reported on Tuesday that Buick may be on deck in the future.
It makes complete sense to equip Buicks with Super Cruise, specifically, Avenir-branded Buick cars. Buick needs to do all it can if it wants Avenir to become its own Denali, a sub-brand that prints money for GMC and parent company GM. Speaking of GMC, the report states GMC will likely gain Super Cruise with the redesigned Yukon and Yukon XL around 2020.
Buick chief Duncan Aldred recently drove a Cadillac CT6 equipped with Super Cruise and described the technology as “more relaxing” and “incredible.” However, Aldred said the brand has “no firm plans” to add the technology anytime soon. For now, Cadillac will offer the system exclusively. As it should; Cadillac needs all the differentiation it can get in North America.
But, when the time arrives, Aldred is eager to add the technology. He said his brand will “look to adopt that technology when the opportunity arrives.”
- Sweepstakes Of The Month: Win a 2023 Corvette Z06 Convertible. Details here.
“For now, Cadillac will offer the system exclusively. As it should; Cadillac needs all the differentiation it can get in North America.”
I’d rather this tech remain exclusive to the Cadillac brand! Just for the sake of product differentiation! However, I understand that it’s inevitable for GM to eventually spread Super Cruise to other brands, as the market slowly embraces autonomous driving.
Cadillac is usually the first GM brand to carry the latest technology, but eventually it will become an value adding feature to all the brands. One great example was the GM version of ABS (Antilock Brake System) which became a standard option to every GM model, being the first brand in the world to do so.
GM clearly sees a lot of Lexus-like potential in Avenir with Buck’s high margins and low r&d costs. Buick keeps growing as Cadillac struggles and pays huge investment costs from projects like Omega and the Soho headquarters.
Cadillac needs to get better organized, become healthy, sell more than 800 CT 6 models monthly. Otherwise Buick will get technology and other exclusive perks faster.
Buick and GMC with Avenir and Delano are goldmine allowing the Generel to hit multiple demos all at the same dealer.
Also I think Cadillac should be one software or hardware version ahead of any other GM brand’s where they might add Super Cruise to a standard vehicle or on the options list. A bit like MB S-classes always have the newest and best MB tech as standard on their top end S and in the options list for the lower S class versions – eventually spilling over to the E- C- A- and G-class.
That way the differentiation will persist with the Caddie brand compared to the GM stablemate brands.
Here’s hoping it’s not the tech version of the ELR.
But before you down vote, Cadillac’s daring greatly. And some stuff may work, some won’t – but it makes sense for Cadillac to take the lead.
Give it to the Lacrosse Avenir. Giving the car an advantage over competitors and making it unique.
Oh hell from the start you know that this will trickle down as Cadillac moves to the next level. This is how the industry and how GM has done this for 100 years.
Chevy and GMC will get it in time too.
Buick should have Super Porn
ANY latest news on the lax avenir now? It’s revealed?
What is a “lax avenir” ? Something to move your bowels with luxury?
In some circles, the LaCrosse is nicknamed Lax for short. Just as many call the Equinox the Nox. Not agreeing or disagreeing with the practice, just answering your question.
Maybe GM and Buick should worry more about getting product to it’s dealers…..there are only 4 (four)18 Buick Enclave Avenir model within 100 miles of my location (60 miles north of NYC)…none locally…..they want to sell these they better start supplying dealers some cars
I would suggest that the upcoming Buick “Bolt” should be the first to get this tech, since it’s going to be the ‘high tech electric Buick’. With Buick’s premium finish, and Super Cruise, it would give it a sparring chance against Tesla Model 3 and Auto Pilot for sales. (I am not a Tesla fanboy or suggesting the 3 is superior to the Bolt, but rather affirming that anything GM can do to break into sales to those people who are waiting for Model 3 over the next 1-2 years, may be worthwhile.)
I do think they will play it more conservatively and deliver first on either Enclave or LaCrosse in Avenir trim around 2020 model year.
AGREED, and Buick carries car less baggage than Cadillac with more global, less ostentatious design.
Critics are creaming over Tour X and Enclave Avenir. Buick gets more media love than Caddy.