During the course of the latest Los Angeles Auto Show, I and other Canadian journalists attended a dinner organized by General Motors with a few high-ranking officials from Buick. Among those present were Craig Bierely, Jim Federico and Mike Simcoe, essentially the Heads-of-State for the Buick brand.
As I think back to our little GTG, I realize we may have been somewhat harsh with them. Jeremy Cato, Antoine Joubert and myself, three ultra-die-hard car guys, let them have it when the discussion came to the part where the perceived value of the Buick name was the hot topic.
Buick = Acura. OK. Buick = BMW?
Buick's latest line-up is undeniably interesting. Be that as it may, car buyers tend to want to be associated with a brand, not a product. And this applies to any brand: Hyundai, Toyota, Audi or Lexus, all for different and similar reasons.
In the course of the exchange, rivals to the new Regal from makes like BMW, Lexus and Audi were brought up. As the 1 and 3-Series, A3 and A4 and IS were uttered, many of us had a hard time establishing the feasibility or even the reality of such a lofty goal. Acura, a company that has been struggling to be considered a serious player as a premium make seems more on par product and image wise. Even Volvo is more realistic.
The crew from Buick agreed that they were aiming high and that the Buick brand was in a precarious position here in North America. They even added that the case for Buick during GM's restructuring was a difficult one to make as a complete turnaround in public perception would be required. The saving grace was the Asian market which reveres the 107 year-old make. That, and a product pipeline that was/is full of potential.
The way forward
Looking back, not that far back, the Buick rebirth was already underway when the Enclave came about in 2007, pre-bankruptcy. Why so little attention was given to Buick at the time was a direct product of the GM's existential problem: too many brands and too much badge engineering. Then, Buick's brightest light, a beacon of hope, the LaCrosse was reborn.
The car put Buick back on people's minds and lips. But will it have staying power? On its own, no. It's a lovely car, very nice to drive but still looks too much like a Buick. Enter the new Regal. Now this car has the ability to rekindle the make however kindling does not always result in fire.
As I think back to our little GTG, I realize we may have been somewhat harsh with them. Jeremy Cato, Antoine Joubert and myself, three ultra-die-hard car guys, let them have it when the discussion came to the part where the perceived value of the Buick name was the hot topic.
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Buick = Acura. OK. Buick = BMW?
Buick's latest line-up is undeniably interesting. Be that as it may, car buyers tend to want to be associated with a brand, not a product. And this applies to any brand: Hyundai, Toyota, Audi or Lexus, all for different and similar reasons.
In the course of the exchange, rivals to the new Regal from makes like BMW, Lexus and Audi were brought up. As the 1 and 3-Series, A3 and A4 and IS were uttered, many of us had a hard time establishing the feasibility or even the reality of such a lofty goal. Acura, a company that has been struggling to be considered a serious player as a premium make seems more on par product and image wise. Even Volvo is more realistic.
The crew from Buick agreed that they were aiming high and that the Buick brand was in a precarious position here in North America. They even added that the case for Buick during GM's restructuring was a difficult one to make as a complete turnaround in public perception would be required. The saving grace was the Asian market which reveres the 107 year-old make. That, and a product pipeline that was/is full of potential.
The way forward
Looking back, not that far back, the Buick rebirth was already underway when the Enclave came about in 2007, pre-bankruptcy. Why so little attention was given to Buick at the time was a direct product of the GM's existential problem: too many brands and too much badge engineering. Then, Buick's brightest light, a beacon of hope, the LaCrosse was reborn.
The car put Buick back on people's minds and lips. But will it have staying power? On its own, no. It's a lovely car, very nice to drive but still looks too much like a Buick. Enter the new Regal. Now this car has the ability to rekindle the make however kindling does not always result in fire.
 |