Execs say Buick to get more "bold", "dramatic"
Through the success of the Enclave, Buick has discovered that nicely designed, well-built, high content vehicles sell. Being the first Buick in a long time to log advance orders, GM thinks it might be onto something with the Enclave formula. That recipe consists of bolder styling than past Buicks, with cues coming from the Velite and Riviera show cars. Avoiding retro, forthcoming Buicks promise to amp up the curbside drama with unabashed curves, and a lot of chrome. The Enclave has an interior that was obviously fussed over, too. If Buick can turn out a car using the same discipline that guided the successful Enclave launch, it should be exciting to watch the brand reinflate. Both the Riviera and Velite concepts have striking, tight designs that are nothing like the blobby, amorphous Buicks of the recent past. The Lucerne is a stylistic step in the right direction, and with a new LaCrosse due soon, we might start to see the return of stylish GM sedans that people clamor to buy. We'll get some indication soon, when we see what Buick brings to Detroit.
Follow the jump to see the Velite's unveiling at the 2004 New York Auto Show.
[Source: AutoObserver]
Reader Comments (Page 1 of 3)
AMcA 12:13PM (12/30/2007)
Wow - the light-up logo is awesome. And I bet easy to do with blue-white LEDs.
Go to it. Buicks were always extroverted - a great direction to go.
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GMCBOB 12:27PM (12/30/2007)
Whenever I think about how GM let Buick rot on the vine over the past 10 years or so, I have to really wonder whether or not GM actually wanted to give up market share to Lexus, Acura and Infiniti? I see cars like the LS460 and think, "well, Buick had a big luxury sedan that was full of style and personality back in the 60s, the Electra 225". I see a late model G35 or G37 Coupe and think, "hmmm, Buick used to have a cool coupe once upon a time back in the 60s and 70s like the Riviera or even the Regal Coupe". I see cars like the Acura TL and think, "hmmm, Buick could have a car with a well thought out and attractive interior, a 270 hp V6 and it could be called the Regal" (not the underpowered, uninspired old fashioned W body 'LaCrosse'). GM essentially took what was once a hip, fashionable brand that produced incredibly cool cars (one of my favs being the 1970 GS 455) and turned it into a brand that essentially barely keeps up with the style and performance of a typical mainstream Camry. Why? How insanely stupid.
The Lucerne and LaCrosse are steps in the right direction (styling wise, but still not up to speed drive train wise), and the Enclave is actually a nice vehicle (not my cup of tea, but its nice for a large SUV), but they need to really set themselves apart and look backwards 40 or 50 years to what they're supposed to be. They need good, solid, modern, contemporary platforms with incredibly beautiful and thoughtful designs, just as nice on the inside as the best Lexus'. It looks like they're heading that direction, but they should have started this about 10 years ago, not now. The problem now is this; most of your Acura TL, Toyota Avalon, ES350 type buyers don't even have Buick on their radar screens anymore - that's a huge problem. If Buick makes a Velite and/or a Riviera and brings over the Holden Park Avenue, they need to have some very clever, very "now" type advertising, complete with modern, ambient type music, intelligent sounding commercials along with smart print ads in the most upscale magazines to even attempt to win back the hip 40 something high income crowd that tends to gravitate towards imports, especially in markets outside the Midwest. Its going to be tough, but I think it could work, especially if the product is top notch (just as top notch as the new CTS).
Go Buick! I'd buy one if I could get a Lexus type interior in a go fast Pontiac G8 Zeta platform (like the Park Avenue from China).
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Whitie 2:55PM (12/30/2007)
Good points. Buick has definitely dug themselves quite a hole, image wise. I hope they can come out with a few more Enclave success stories to right the ship.
Justin 2:32PM (1/02/2008)
Seriously.
I felt like Oldsmobile was already on the turn-around 10 years ago...and then just got torpedoed.
Mercury Fan Forever 12:28PM (12/30/2007)
If the rumors are true and Ford Motor Company does decide to kill the Great Mercury Brand then Buick is the Brand I will be going to....
Good Luck Buick!!!!
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tcc3 12:14PM (12/31/2007)
The mercury brands hans't been great for years. its been plagued by badge engineered, me too designed hand-me-downs from Ford.
Having Mercury be the upscale tricked out version of Ford is one thing but they haven't even been doing that much lately.
the friendly grizzly 12:34PM (12/30/2007)
Let's see how well they do with it. They have had some wonderful designs backed by good drive trains in the past. Let's not go 1958 Limited, but some out of the ordinary would be welcome as can be.
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Rick Lyon 5:26PM (12/30/2007)
NO MORE 'EXTRA' CHROME!!
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spots 8:10PM (12/30/2007)
Bring on the chrome- chrome is a GOOD thing in a world of look-alike, boring cars.
mblommel 12:55PM (12/30/2007)
Wow; good-looking, well-built products actually sell? What marketing geniuses the folks at GM are. How are these goons still in business?
For our sake I hope we do see some cool Buick products soon; they've been about 35 years in the making. I just wonder if there is any market share left.
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stang fan 1:13PM (12/30/2007)
Gee, who knew, boring designs don't sell nearly as well as dramatic, well executed designs?
Buick has had some pretty good designs in the past, and I don't just mean the Grand National, now, will someone tell these "goons" PERFORMANCE SELLS, TOO.
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Reader 1:20PM (12/30/2007)
I chuckled at the title, but that Buick in the picture does look pretty damn good.
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clevershark 2:47PM (12/30/2007)
This could be the Cadillac-style makeover that Buick's been needing for a while.
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Bling Bling Boy 3:30PM (12/30/2007)
How will GM differentiate a Luxury brand from a Premium brand?
I'm all for Buick making a comeback with bold styling and more luxurious features, but what will that do to Cadillac?
Will we get more shared platforms and similar styling?
Already, I'm starting to see styling ques from Cadillac show up on Buick models and it's concepts..
1..The Velite reminds you of any late model Cadillac (as observed by the vertical headlamps and bold grill)
2..The newly reworked LaCrosse Super and Lucerne Super has that big bold grill that reminds you of a Cadillac..
Is it just me, or can you see some similarities as well?
I just don't trust GM and it's design team to execute this Buick transformation in a way that preserves, and respects what Cadillac has worked on for the past several years...
So Buick, make your overdue comback ,but "Leave Cadillac out of it!"
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Matt Keller 4:12PM (12/30/2007)
Uhhh.... What? Buicks don't look like Cadillacs. Just because they both have "bold grilles" doesn't make them similar in the least. Acura has a bold grille. MB has one too. They must all be styling each others cars.
bentwookie 3:48PM (12/30/2007)
Am I the only one that thinks "milk at Safeway" whenever they see the name Lucerne?
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the friendly grizzly 5:23PM (12/30/2007)
Yeah. Like when I see a Camry I wonder what size film it uses. Or when I see an Escort I think of those ads in the back pages of free weeklies. Or when I see a Sequoia I have this urge to drive through a tree in a national park. There's the lovely sound of bagpipes when I see a Highlander. (Haven't seen a Carina in years. The cigar OR the Corolla with the bigger engine and four headlights).
Ben 1:43AM (12/31/2007)
You're not alone. It was my first thought as well, don't listen to the haters.
HotRodzNKustoms 3:55PM (12/30/2007)
Cadillac is Art & Science think CTS
Buick can be Bold & Dramatic think Enclave or Velite.
Let me just say if they produce the Velite with a V8 (small block or northstar) and RWD I will be the first to put my deposit sown at the dealership. A stylish large Buick convertible will always be cool to me.
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Matt Keller 4:14PM (12/30/2007)
Northstar is on its way out for Cadillac, its too expensive to make. Was the last brand-specific engine too. Until the Lucerne, it was never "GM Northstar" it was always "Cadillac Northstar".