• Nov 23, 2009
Next-gen Buick Excelle for China – Click above for high-res image gallery

Soon Buick will have an entire lineup of competitive vehicles with the Enclave, all-new LaCrosse and soon-to-arrive-from-Europe Regal. Since the latter model is basically a direct port of the Opel Insignia, its success may help General Motors decide whether or not to snag a fourth model from another overseas market. The likely candidate is this car, the next-gen Buick Excelle that is currently sold only in China.

Recently snapped by spy photographers while undergoing testing with very little camouflage, the next-gen Excelle will adopt GM's Delta II small car platform that also underpins the new Chevy Cruze and Opel Astra. It's more closely related to later, however, as previous generations have been not much more than rebadged Astras. Just because Buick could sell the Excelle in the U.S., however, doesn't mean it should. Would the market really accept a Buick this small, especially when the Cruze is on sale across the street? Time will tell but you can let GM know what you think now in the comments.



[Photos: KGP Photography]


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 49 Comments
      • 5 Years Ago
      To all the people saying this looks too much like the Cruze: Please tell me what you are looking at? I see some Astra... but no Cruze at all. And I see Cruze's driving around all day every day.
      • 5 Years Ago
      "Just because Buick could sell the Excelle in the U.S., however, doesn't mean it should. Would the market really accept a Buick this small, especially when the Cruze is on sale across the street?"

      Why not badge engineering is the order of the day again for GM. The plan is to flood the market with product to hide the fact that they have production overcapacity in the millions. Buick nameplate will be dead in the US soon... well right after another round of bailout money via US tax payer.
        • 5 Years Ago
        You and Rick Wagoner call it "over-capacity", but I see it as "under-utilization" of facilities, poor marketing and incompetent management.

        GM has the capacity to build 6 million vehicles annually in NA (a market of some 10-15 million vehicles) , but they can only sell 1-2 million vehicles? Come on now; someone is not doing their job properly.

        A lot of this stems from GM's reluctance to define each brand and its individual place in the market. Sloan was a marketing wonder-boy compared to the current crop of lackies.

        You have to look no further than Ford's experience with Jaguar for your answer. Ford took the Cat downmarket and what happened? Customer perception followed. Take Buick downamarket and guess what? Duh.
        • 5 Years Ago
        Ford had the right idea to take Jaguar downmarket, they just executed it very poorly. Mercedes, BMW, Audi, Cadillac, and Lexus were all playing in the $30-40k range and raking in cash. It made sense to for Jaguar to follow. Unfortunately, Ford used the same failed technique on Jaguar that they continue to use on Lincoln: take a Ford product, slap on a few styling cliches, and add $10-20k to the sticker. Another problem Jaguar had was that the XJ that was redesigned in 2003 looked exactly like.....the XJ introduced in 1995, which looked like the XJ introduced in 1979. Finally, Jaguar missed the SUV craze completely, although that may not be a bad thing.

        Lincoln will fail the same way. They're not fooling anyone with their rebadged Fords.
      • 5 Years Ago
      Jamie: In the past, I would agree with you in that 25-30 year olds were not the pond Buick should be fishing in; however, they have begun to produce cars that are as far from my 'grandfathers Buick' as one could hope, and I believe an premium C-segment car with excellent styling could complete the shift in perception they need in the same way the Fiesta will undoubtably change the general perception of Ford.
        • 5 Years Ago
        Pontiac (and even Saturn) would have been better brands to attract younger buyers, but GM chose to dispense with them. There is just too much embedded history behind the brands that Sloan created to alter them radically as GM is proposing. Only Cadillac and Chevrolet have a clear focus of where they are going. GM still has no idea how to reposition Buick and GMC yet. Until they figure that out, they shouldn't be trying to throw in a few vegetables into the pot to see if it will cook.

        They destroyed the Saturn brand completely; and now they are repeating the process with Buick. What's the plan GM? What's the plan?
        • 5 Years Ago
        P.S.

        I forgot to mention that Fiesta is a good idea for Ford, because it is already a ford. No badge engineering is necessary.

        However, the Buick Excelle is a mixed bags of nuts. Is it a Daewoo? An Opel? A Saturn? or a Buick? Nobody knows for sure.
      • 5 Years Ago
      You all do realize that this is right now China-only right? This makes perfect sense there as Buick competes with VW for the title of top-selling brand in China; it sells far better than Chevrolet, so it only makes sense for them to have this car there. They even sell an Excelle now and it is a rebadged Daewoo Lacetti/Suzuki Forenza/Chevrolet Optra; unlike the former 3, this one is actually pretty decent currently AFAIK, so the new one should be worlds better.
      • 5 Years Ago
      If it has the technical base of the Astra and not that of the Cruze, the difference is enough to justify the existence of both.
      • 5 Years Ago
      It all depends on the execution. The idea of a Cruze-based Buick makes sense in that GM needs a competitor to the A3, the upcoming Lexus CT, and the 1-series, assuming BMW sends over 4-cylinder models, as well as the hatchbacks, and even Lincoln could be making a compact model. This would be perfect for Buick, as a FWD Cruze-based Cadillac can only make one's mind drift to the Cimarron, and upon seeing the number of old people clogging the road in small cars, a Buick compact could be a hit with old people tired of spending all of their pension fueling up their Roadmaster.
      • 5 Years Ago
      Certainly, bring it on as long as it has the upscale Astra interior, suspension, and upgraded power to differentiate it from the Cruze. Throw in the 5door Asta, a small CUV, and a Riviera; that would give Buick a complete porfolio.
      • 5 Years Ago
      no..i dnt think this is the way to go...

      AdamHart
      http://www.isopurewater.com/
      • 5 Years Ago
      One could argue Cadillac also had an insurmountable mountain to climb when they started their turnaround with the introduction of the CTS—it was a car that really did not fit with the AARP perception many had of the once storied marquee. If Buick aimed for the Acura/Volvo crowd and followed through with competitive product, their lackluster brand image could most definitely be overcome. Additionally, the cars on which the Regal and Excelle are based are not available in the states and would probably not cause the same damage to their reputation that past offerings have. And I don’t believe it would be a good idea for them to bring the car in this spy shot to the states, I just think they need something about this size albeit with much more dynamic styling and a more upscale interior.
      • 5 Years Ago
      "It's more closely related to later, however, as previous generations have been not much more than rebadged Astras."

      Are you implying that previous gen. Excelles were Astras?

      Didn't know Lacettis were Opels. >_>
        • 5 Years Ago
        ....was about to say. Excelles in China were Lacettis
      • 5 Years Ago
      Buick will get an Astra re-badge and hopefully it will get the 1.6T
      • 5 Years Ago
      I say go for it, the united states has an Extreme lack of smaller premium cars.

      personally i would really like a smaller fuel efficient car, but i also dont want to get stuck with something that is as "boy racer"/"cheap" as a Honda civic/Toyota camery/Chevy cruze/ford focus/etc.

      i dont need a million LED's in the cab or futuristic designs that just make the interior look cheap. we dont get any of the reasonably priced entry level cars from any of the Germans, except maybe VW which offers a slightly higher grade in this class. all of the Japanese cars either feel too bland (toyota) too "space ship" (honda) or "boy racer" chevy.

      i'd take the buick for a few grand more. and damn im 25.
        • 5 Years Ago
        Me, too. And I'm 26.
    • Load More Comments