GM targets smaller more profitable Buick brand.
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From: Albany, NY
Buick could use a halo. Imagine if the GTO came V8 only (5.3L and 6.2L) and Buick got a GTO clone with different body panels, more upscale interior and a 400HP Turbo DI 3.6L V6 and called it Grand National. $40,000 and 5000 units a year. Low volume and higher price so it won't step on GTOs toes.
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From: Oakland, California
I would suggest that if you look at the market research, you woudl find that people who are buying BMW and MB and Audi are cross-shoping Lexus, Infiniti and Acura but only a few are also cross shopping Cadillac.
That is not intended to be a swipe at Cadillac but Cadillac still just doesn't have the reputation, in the mind of the overall public, as does the other brands I mentioned above.
The point is, Cadillac is, in my opinion, in a much better position to compete in all those segements than Buick could be (or at least, it would take much less work and MUCH less $$$ to do so).
I also disagree that Buick sticking to "old world luxury" of big land yahts and chshy suspension is a good direction...that may well be better territory for Buick than Cadillac and it may be Ok in the very short term but that is not where the world is heading.
Just my $0.02
Maybe the pink elephant in the room is whether Buick is "needed" by GM at all???
That is not intended to be a swipe at Cadillac but Cadillac still just doesn't have the reputation, in the mind of the overall public, as does the other brands I mentioned above.
The point is, Cadillac is, in my opinion, in a much better position to compete in all those segements than Buick could be (or at least, it would take much less work and MUCH less $$$ to do so).
I also disagree that Buick sticking to "old world luxury" of big land yahts and chshy suspension is a good direction...that may well be better territory for Buick than Cadillac and it may be Ok in the very short term but that is not where the world is heading.
Just my $0.02
Maybe the pink elephant in the room is whether Buick is "needed" by GM at all???
However, I think you nailed it.If Pontiac is the upscale performance/luxury division and Cadillac the upscale performance/ultra-luxury division to compete with BMW, MB, Audi, Lexus, Infiniti and Acura, etc... where does that leave Buick?
The only thing left is to make Buick a "poor man's" Cadillac and target it towards those that want upscale comfort but not neccessarily performance. However I thought that's what the Chevrolet "LT"s were for.
Look at GM's own commercials of late... Chevrolet is "America's brand" built for the masses and common man; Pontiac is the "performance" brand, youthful and aggressive; Cadillac is the ultra-class and style "gentlemen's" brand. (That "Welcome to the world of Gentlemen... gentlemen" commerical is a classic!
) All Buick is at the moment is the "Tiger Woods" brand. 
Unless they make big changes, I don't see a need for Buick, period.
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Joined: Jan 2000
Posts: 10,285
From: Albany, NY
At Cadillac the bigger the car you buy the more expensive it gets. Cadillacs ULS will be bigger than a STS over 200" and probably start in the $60K-70K range. Chevrolet sell an Impala that is 200"+ and starts at $20K and tops out at around $30K+
So where do you go if you want a large GM sedan that is nicer and has more luxury than an Impala yet doesn't cost twice as much as an Impala? You go to Buick
So where do you go if you want a large GM sedan that is nicer and has more luxury than an Impala yet doesn't cost twice as much as an Impala? You go to Buick
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Joined: Dec 2002
Posts: 681
I think it is playing out like this:
Chevrolet: Full lineup from entry level to sporty to mid-lux plus trucks.
Cadillac: Luxury
Saturn: Full lineup from entry level to light sporty (Sky) to mid-lux minus trucks.
Pontiac: Entry level light sporty
Buick: Mid-lux
GMC: Trucks
Saab: ???
Chevrolet: Full lineup from entry level to sporty to mid-lux plus trucks.
Cadillac: Luxury
Saturn: Full lineup from entry level to light sporty (Sky) to mid-lux minus trucks.
Pontiac: Entry level light sporty
Buick: Mid-lux
GMC: Trucks
Saab: ???
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From: Oakland, California
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Joined: Sep 2004
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From: Mack and Bewick
For the time being, CTS is getting bigger, AWD and a V8 that means more $$$.
That also means the STS will be redundant, so reasonable to assume it will be getting reworked shortly. Which again means $$$, that wont push the base above the XLR-V, but STS will almost certainly get a new V as well.
That also means the STS will be redundant, so reasonable to assume it will be getting reworked shortly. Which again means $$$, that wont push the base above the XLR-V, but STS will almost certainly get a new V as well.
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Joined: Nov 2000
Posts: 16,176
From: Chicagoland IL
Personally, I'm not really very clear in my head of what exactly Buick's focus is or should be. Sure I know all about "relaxed luxury" and all that, but I certainly don't see Buick as an Infiniti or Acura competitor. Maybe a Lincoln competitor...yeah. Maybe a Chrysler competitor. Definitely not Infiniti or Acura though. And currently, a loooooooooong way from Lexus.
Anyhoo, I can see a day in the not too distant future where Chinese Buick products will be wagging the dog regarding NA Buick products. Is that good or bad? Don't know.
Anyhoo, I can see a day in the not too distant future where Chinese Buick products will be wagging the dog regarding NA Buick products. Is that good or bad? Don't know.
Registered User
Joined: Sep 2002
Posts: 9,705
From: Oakland, California
Personally, I'm not really very clear in my head of what exactly Buick's focus is or should be. Sure I know all about "relaxed luxury" and all that, but I certainly don't see Buick as an Infiniti or Acura competitor. Maybe a Lincoln competitor...yeah. Maybe a Chrysler competitor. Definitely not Infiniti or Acura though. And currently, a loooooooooong way from Lexus.
Anyhoo, I can see a day in the not too distant future where Chinese Buick products will be wagging the dog regarding NA Buick products. Is that good or bad? Don't know.
Anyhoo, I can see a day in the not too distant future where Chinese Buick products will be wagging the dog regarding NA Buick products. Is that good or bad? Don't know.
Buick as a luxury/cheap asian import? So I guess its competition would be Hyundai and Kia? I can see that.
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