available with a turbocharged engine and a 6-speed manual gearbox, the Regal will have its work cut out for it. I can barely imagine anyone considering such a Regal as a sporty alternative to a luxury German or Japanese car. Without making any official statements, Buick has already thought ahead on this front. How about a Regal T-Type? Or better yet, a GN or GNX? Thanks to Opel and its well diversified products, a turbocharged AWD near-true performance variant of the Regal could easily be created.
Of course, this is all good and well, however the only way to get people really interested, is by giving them the opportunity to drive a new Buick. As I stated earlier, the LaCrosse makes for an interesting driving machine. The Regal should do at least as well.
All about product
Beyond the Regal, LaCrosse, Enclave and the Lucerne, Buick has a few tricks up its sleeve. At the unveiling of the Regal, a rendering of a future compact car displayed for all those present. This small Buick (previously an oxymoron) should entice younger buyers who, here in North America, have not been exposed to grand pa's Park Avenue or LeSabre. Time will tell.
With the repatriation of Opel, Buick has a good chance of matching other European brands for driving dynamics. At least they don't have to worry about that. Pushing forward, I could very easily imagine a Holden Commodore /Vauxhall VXR8-based return of the Riviera...
Hanging in there
This is an opportunity for Buick to make a claim on the mid-in-between regular and luxury markets. I guess this is what we were trying to say to Buick as we were all but ripping into them: stay away from Cadillac and its potential and make Buick a real half-way mark between Caddy and Chevy. They know this but it is always tempting to move upscale.
I dare to believe that Buick could be cool again. Who does not think the first three generations of the Riviera were not hot? What about the Grand National, T-Type and GNX? What I'm trying to say is that there is hope. If the Buick team can play their cards right, they could become a huge player in GM's still massive portfolio. If not, I'm afraid it will be curtains, at least here in North America.
This will be all about strategically positioning the brand where the buying public will not automatically assume that the Buick people are out of their minds. They need to avoid reactions like: “Buick can't compete with xxxxxx!” or “a Buick is an old man's car!”.
Here is why I think Buick has a chance: “Its arrival is a departure.” Speaking of the Regal, this add campaign will at least get people pondering... Good luck Buick!
photo:Philippe Champoux, General Motors
Of course, this is all good and well, however the only way to get people really interested, is by giving them the opportunity to drive a new Buick. As I stated earlier, the LaCrosse makes for an interesting driving machine. The Regal should do at least as well.
 |
All about product
Beyond the Regal, LaCrosse, Enclave and the Lucerne, Buick has a few tricks up its sleeve. At the unveiling of the Regal, a rendering of a future compact car displayed for all those present. This small Buick (previously an oxymoron) should entice younger buyers who, here in North America, have not been exposed to grand pa's Park Avenue or LeSabre. Time will tell.
With the repatriation of Opel, Buick has a good chance of matching other European brands for driving dynamics. At least they don't have to worry about that. Pushing forward, I could very easily imagine a Holden Commodore /Vauxhall VXR8-based return of the Riviera...
Hanging in there
This is an opportunity for Buick to make a claim on the mid-in-between regular and luxury markets. I guess this is what we were trying to say to Buick as we were all but ripping into them: stay away from Cadillac and its potential and make Buick a real half-way mark between Caddy and Chevy. They know this but it is always tempting to move upscale.
I dare to believe that Buick could be cool again. Who does not think the first three generations of the Riviera were not hot? What about the Grand National, T-Type and GNX? What I'm trying to say is that there is hope. If the Buick team can play their cards right, they could become a huge player in GM's still massive portfolio. If not, I'm afraid it will be curtains, at least here in North America.
This will be all about strategically positioning the brand where the buying public will not automatically assume that the Buick people are out of their minds. They need to avoid reactions like: “Buick can't compete with xxxxxx!” or “a Buick is an old man's car!”.
Here is why I think Buick has a chance: “Its arrival is a departure.” Speaking of the Regal, this add campaign will at least get people pondering... Good luck Buick!
 |
photo:Philippe Champoux, General Motors
Article Gallery