GM exercises self-love, plans to re-name Canada's Buick Allure LaCrosse after all
2010 Buick LaCrosse: Click above for high-res image gallery
When General Motors named the Chevrolet Nova, the majority of customers in America had no issues whatsoever with the spacey moniker. Spanish speaking countries were a different matter entirely, as the literal Spanish translation of "no va" is "no go." As the story goes, Chevy's Nova was less than successful south of Texas, although some analysts (armchair and otherwise) dismiss this historical naming issue as nonsense. Whether the Nova was an issue for GM or not, the automaker wasn't looking to tempt fate when the Buick LaCrosse began production in 2005. The French translation of "LaCrosse" is something along the lines of "self love" – not a flattering name for a family sedan. This being the case, the LaCrosse was renamed Allure in Canada and Buick buyers north of the border were free of ridicule and humiliation.
After careful consideration, GM has decided to ditch the Allure nameplate and instead leave the LaCrosse badging on the sedan's boot for the new 2010 model. GM Canada spokesman George Saratlic told the National Post that the decision was made to help streamline marketing costs. The feeling at GM is that Québécoise accept the name lacrosse in reference to the popular sport, so the benefits of having a consistent naming convention across North America far outweighs the negative stigma of the name.
Saratlic adds, "We do think that this will help customers learn more about the new Buick LaCrosse sedan thanks to the strengthened advertising push this will enable and that the car will have distinctly upscale characteristics that clearly define what it stands for in the market." Since we've poured precisely zero dollars into investigating the impact of the LaCrosse name in Canada, we'll take the company at its word. We would, however, suggest that Canadian LaCrosse drivers keep both hands on the wheel, at least for now.
Gallery: First Drive: 2010 Buick LaCrosse
[Sources: National Post, Snopes]
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Reader Comments (Page 1 of 3)
Duncan 7:05PM (9/04/2009)
Good for GM. I think the Quebecois will eventually learn to stop snickering at the car over time, especially if it's good to drive as it looks.
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Gary 7:16PM (9/04/2009)
Considering that LaCrosse one of Canada's national sports as well, I don't see what the big deal was.
president_choice 7:34PM (9/04/2009)
hi just to let you know that ur post and post of autoblog is wrong. Saying the Quebecois simply does not work. I'm from Québec and the quebecois simply does not work because we have different plurial rules and when you read your comment and the text you feel kinda weird cuz we can see you are trying to be all smart in all by using french terms. So just keep Quebecers thannnnnnnnnnnnnnnnnnnnnnnnnnnks.
Duncan 7:41PM (9/04/2009)
Wow. Three comments in, and I'm already being faulted for improper language usage. Maybe GM ought to rethink this after all...
Being an "ignorant American" with only limited knowledge of the French-Canadian dialect, I used the term I thought was proper. Apparently, I was wrong - it's not the first time, and it most likely won't be the last.
Restated, then:
"Good for GM. I think the French-speaking residents of Quebec (and elsewhere in Canada) will eventually learn to stop snickering at the car over time, especially if it's good to drive as it looks."
I am nothing if not a good global citizen. Carry on...
Other Man 11:43AM (9/05/2009)
Or they could just save time and money by giving it a name that will not be controversial like, gee I don't know, Regal, or the like (excluding the fact that the Regal name will be used in the near future, but you guys know what I'm implying).
AMcA 9:32PM (9/04/2009)
Next: they're going to rename the Chevy Beat.
It's going to become the Beat-Off.
the4thheat 9:33PM (9/04/2009)
It might be a national sport but that's like saying naming a car model Baseball is a great idea in the US.
"Now available from BMW...the new Baseball"
the4thheat 9:34PM (9/04/2009)
it might not be plural but it sounds a lot better than quebeckers
tankd0g 9:43PM (9/04/2009)
The Pontiac Wave should have been named the American Baseball to better hide it's origins.
Silly Pickle 11:52PM (9/04/2009)
Not to worry fellas...the plan has always been to build a wall around Quebec and fill it with water anyway. Won't matter what you call it, they'll be needing canoes, no time for La Crosse.
Of course they could always just call them Allure in Quebec only...they like everything separated.
alex_lequang 7:20PM (9/04/2009)
Actually, "la crosse" can also mean "rip off". Trust me, the first thing that comes to mind when thinking of "LaCrosse" isn't the sport (I am a Montrealer). I wonder if in their french ad campaign they'll pronounce it with an English accent or a French one.
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Pete 1:40AM (9/05/2009)
I'm also from Montréal and I approve the original decision of having the LaCrosse in the US and the Allure in Canada. Heck, GM should have played it right the first time and just name the car Allure all over North America! Then we would'nt have to argue about the translation impact of the LaCrosse name in Québec and other french speaking parts of Canada! A new fail from the General...
Taglane 7:20PM (9/04/2009)
Like I said before, the LaCrosse is pretty hot, so maybe the name/meaning isn't that misplaced..... ;)
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alexlq 7:25PM (9/04/2009)
I don't think that a beautiful car will get the elderly men going...they would probably need to take something before indulging in that sort of activity
My_SS_RX8 1:08PM (9/05/2009)
alexlq
We elderly men have most of the worlds money, control most of the worlds politicians, and of course control the power. Money and Power the most Alluring of all aphrodisiacs.
k.w.a 7:25PM (9/04/2009)
question is, why don't WE get the "Allure" moniker?? That sounds alot better than "LaCrosse." What does lacrosse have to do with this car anyway?
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Taglane 7:29PM (9/04/2009)
From wikipedia:
[the name 'LaCrosse'] used as a reference to the sport of lacrosse, seen as popular with a younger, more active demographic to which Buick sought to market.
so yeah....
richard 7:38PM (9/04/2009)
I have already seen a new one with an Allure badge. Are they changing names mid-production? That's odd.
Ben Roethig 7:39PM (9/04/2009)
Its also a city in Cheeseland.
Jimbo 10:32PM (9/04/2009)
I agree. Allure is a much better name than LaCrosse.