Buick reviving 'Super' name on LaCrosse and Lucerne
After 50 years on the shelf, Buick is dusting off the 'Super' name for upcoming variants of the Lucerne and Lacrosse. Due to be unveiled in New York next week, the two vehicles will receive more power and an upgraded chassis, in addition to exclusive content and upgraded trim. A Buick spokesman did reveal that the Lacrosse Super will have portholes on the front fenders while the base Lacrosse will not. The Enclave may be the next Buick in the lineup to get the 'Super' treatment, but GM brass has yet to make a final determination.
We like the fact that Buick's making the effort to spice up the brand, and it's nice to know that your grandfather will soon be able to hit 60 in the high fives if the need presents itself.
[Source: Automotive News (subscription req'd)]
Get a WordPress.com Blog
Reader Comments (Page 1 of 2)
Howard Kerr 8:50AM (3/21/2007)
Buick...you are a bit early for April 1st, aren't you? Bringing back the SUPER name...after what? a 50 year absence? I can't wait for the resurrection of those other two grand dames of the lineup...the CUSTOM and the DELUXE.
This is what I don't get about car companies, they dump perfectly good, or at least decent names like the LeSabre and Regal...because they want to cut all ties these names had to the past. THEN, they do bring back a FORGOTTEN and MEANINGLESS name like SUPER? What marketing nitwit thought that idea up?
Reply
Kowell 8:55AM (3/21/2007)
Super LaCrosse could roughly be translated to "Super Hoax" in french.... can't wait to drive around in THIS baby... ;)
Reply
jg 9:03AM (3/21/2007)
I think this is a good step forward. These beefed up Buicks will be fast and powerful. The Super name may not be the best, but there are worse names out there that sell. Case in point "Camry." .
But Buick needs more. The Velite convertible should be brought to market. Why does GM continue to tease the public with hot concepts and not build them?
Reply
BLS 9:10AM (3/21/2007)
How about the Holden Efijy as a Buick?
Reply
Rick Lyon 9:30AM (3/21/2007)
Super size me! That's retarded. I feel sorry for the poor snobs slapped with a SUPER emblem on the trunk, lol.
Reply
Michael Karesh 9:18AM (3/21/2007)
Not exactly news, since this hasn't been a well-kept secret. Less clear is what these models will actually include. The LaCrosse Super will supposedly get the V8 used in the Impala SS. But the Lucerne Super? The mildly upgraded Northstar used in the DTS Performance Package isn't much of an upgrade, but seems most likely.
Reply
felipe 9:48AM (3/21/2007)
that's the best the marketers could come up with.
what a bunch of 'tards, what's next revert back to the huge hood orniment?
BLS- i'm with you on that.
Reply
dakota 9:50AM (3/21/2007)
"I can't wait for the resurrection of those other two grand dames of the lineup...the CUSTOM and the DELUXE"
CUSTOM was used all the way up to the last Century and LeSabre. It hasn't been gone that long.
Reply
David 9:51AM (3/21/2007)
I know it's me, but the Lucerne has grown on me ot the point where I think it's the best looking full size sedan out there right now that isn't a luxo barge and that includes the 300/Charger twins.
Reply
pavel 10:37AM (3/21/2007)
9) "Best looking full size sedan" You're aesthetically challenged...
Reply
AAM 10:50AM (3/21/2007)
"Super"? Whats so super, the price?
When are they gonna take those accountants out & shoot them?
"Super" would be letting Bob Lutz run the company for a couple years, He's a real car guy.
Reply
Mike 8:09PM (3/21/2007)
since we've been provided with no information, I'll certainly wait and see exactly what will be included. with all that Buick and GM have been doing lately, I'm sure it will be great. I don't think is would be wise to count Buick or GM out; they are roaring back with a vengance.
and a little tidbit, Kowell; in Canada, the LaCrosse is called the Allure. seems that "LaCrosse" in French slang is a term for masturbation.
kinda gives a new meaning to your comments, doesn't it??
Mike
Reply
Mike 8:34PM (3/21/2007)
"Super, smashing, great!"
Reply
jg 10:20AM (3/26/2007)
"aesthetically challenged?"
The Lucerne is totally the best looking full size out there.
The 300 looks a little awkward, with the low roofline. 500 kind of bland.
Reply
Lowcountryguy 1:50PM (3/21/2007)
Hmmm, since most of there market can remember the last "super" Buick, maybe it will sell a few more. For me it just makes the South Park song "I'm Super, thanks for asking" ring in my head.
Reply
Chet 1:31PM (3/21/2007)
I hope that this is a sign of GM embracing Buick's septuagenarian image. The "Super" models will appeal to the boomers entering retirement. Maybe, just maybe, this will make them feel like they don't HAVE to buy a Cadillac to feel good about themselves -- because Cadillac can't be taken seriously until old farts stop having them festooned with landau tops and whitewalls.
Reply
hjc 5:36PM (3/21/2007)
Yah...port holes that will sell these cars
Reply
Jason 4:35PM (3/21/2007)
What a retarded idea. Buick and GM... GOING BACKWARD instead of forward. Will never get ahead or compete with the likes of Lexus, et al. They will never learn. It's called progression, not relying on things that are out-dated and old-fashioned. GM (and the other two) know nothing about this. Have few decent designs so they revert to something they have already done. WEAK.
Reply
Jason 4:34PM (3/21/2007)
What a retarded idea. Buick and GM... GOING BACKWARD instead of forward. Will never get ahead or compete with the likes of Lexus, et al. They will never learn. It's called progression, not relying on things that are out-dated and old-fashioned. GM (and the other two) know nothing about this. Have few decent designs so they revert to something they have already done. WEAK.
Reply
BOB 3:09PM (3/21/2007)
SUPER refers mainly to super power, souped up, supercharged, etc --remember that Impala SS, and so on are pronounced Super Sport, not ess ess.
The Buick history of the name is only partly relevant, after 50 yrs, but here it some, for fun:
-- ending with the '58 models, the Super was the plainer version of the larger Buick chassis. (Special and Century were related to Pontiacs, Super and Roadmaster to Cadillacs.) In 1959, with an ENORMOUS styling change into the rocket era, we got LeSabre, Invicta, Electra, Electra 225. (I find plenty of ads online for folks searching for a 1959 Electra 225 convertible, which was as daring as the '59 Cadillac.)
NOW -- if the Lucerne, which is fairly gorgeous from 3/4 rear, albeit a straight copy of a Passat with Sable front end, and the blah LaCrosse get replaced by cars with a broader age appeal, you will see Buick continue. (or due to the Chinese market, it is probably continuing anyhow)
LAST -- EVERYONE PLS REMEMBER THAT OLDER FOLKS BUY LOTS OF "YOUNG" CARS -- and they did when Buicks appealed to those in their 30s on up. In 1955, Buick was the 3rd best seller in the US.
Reply