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Automotive News & Views The Rebirth of Buick.........
417 messages, Last post on Nov 19, 2009 at 8:10 PM
You are in the Automotive News & Views Forum. Your Hosts are steve_ & claires
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"General Motors is still more than a year away from launching the Chevrolet Cruze sedan in North America but instead of speeding up its arrival the carmaker is working on a new Buick sedan based on the Cruze platform. Fears of GM’s cash problems haven’t managed to deter work on the new Buick compact sedan, which like the Cruze may be offered as a global model. Built around GM’s FWD Delta II platform, the Buick compact sedan also shares much in common with the next-generation Opel Astra, which means there’s a chance it could be produced at Russelsheim plant in Germany. U.S. versions are likely to be built at GM’s Lordstown plant in Ohio alongside the Cruze. The new model will almost certainly be offered in China as well. Engine options should mirror that of the Cruze, which means a range of compact four-cylinder units in both naturally-aspirated and turbocharged forms, with both petrol and diesel options. The other benefit of the Delta II platform is the possibility of a plug-in hybrid version using Volt technology, although GM is more likely to use other brands such as Cadillac to expand its plug-in hybrid range. Don’t hold your breath for the new sedan as it isn’t expected to be launched until sometime in 2012." |
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I'm not defending the move, but how does GM's strategy in this case differ from, say, Toyota's Camry/Lexus ES350 strategy? Since the latter works well, why couldn't the former, if there's sufficient differentiation between the Chevy and the Buick? I think the lesson learned concerning rebadging is that it's risky and it frequently fails, but done right it can succeed in the marketplace. For proof, look no further than Chrysler Corp. in the '80s and early '90s, where the K-car platform saved the company. All those iterations off of the K-platform, from sedans to convertibles to minivans, gave Chrysler time to develop the cab-forward line for the '93 model year, and the cloud car intermediates and Neon after that. The Neon platform was later used for the PT Cruiser. You may not like these cars, for they had numerous faults, but they're examples of where rebadging worked reasonably well. Wouldn't you agree that the outcome lies in the execution? |
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Replying to: hpmctorque (Mar 17, 2009 7:53 am) By biggest beef is just the timing. This is a car that GM needs to have out, like, yesterday! Not several years from now! Also, I know my thinking is outdated these days, but I still think a Buick should be a fairly large, upscale car. I think the Cruze's wheelbase is around 106" though, so at least it's not a tiny car. It's not like they're trying to rebadge an Aveo.
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Replying to: andre1969 (Mar 17, 2009 8:08 am) |
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Replying to: hpmctorque (Mar 17, 2009 7:53 am) That's a crucial if, and it's not exactly GM's strong suit, is it? Look no further than the Lambda quadruplets for the latest example of GM's attempt to do this. You be the judge. Personally, I would say there is nowhere near enough differentiation to have four versions. Now, is the Buick substantially different from the other three? I know there are those that would say it is. Me, I don't really think so, but maybe there is as much difference as there is between a Camry V-6 XLE and an ES350. Maybe. Toyota's long-term planning includes the next-gen ES350 (due in the next two years, I believe) no longer being related to the Camry, and I think that's a very good idea. If I were in charge of Buick, I would ask to borrow the CTS platform, then shorten it to create a small Buick that is unique to the brand. Either that or borrow something wholesale from China.
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Replying to: nippononly (Mar 17, 2009 10:19 am) Could that not be what this is, only both the Chinese and N.A. versions hit the showroom on the same day? BTW, I saw a new Camry and ES 350 side by side at a red light today. Aside from the cosmetics (different taillights, added trim on the Lexus, and Badging) They looked IDENTICAL.
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Replying to: cooterbfd (Mar 18, 2009 1:29 pm) |
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Replying to: berri (Mar 18, 2009 4:28 pm) Lexus does have their IS, which is Corolla based. The C class and 3 series would be comparable in size to the Cruze, if it is comparable in size to the Cobalt. Now, I'm not saying I'd agree with a Cruze based Buick myself, and unless it has a based price of $22-23K it may step on the Cruze itself, and where does that price the Lacrosse?? (I don't even want to go there) Problem is, the BPG group will want a small (relatively), inexpensive car to sell at it's dealerships too. Pontiac makes the perfect sense for it, but it would be cheaper to make it the Buick, as it would be sold in China in pretty much the same form.
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Replying to: cooterbfd (Mar 18, 2009 5:00 pm) Based on what!. The IS and Corolla have about as much in common as a Malibu and CTS, probably less since you can get the same v6 both the Malibu and CTS. What do the IS and Corolla have in common? The IS is RWD/AWD with a longer wheelbase and wider track and v6 engines only. The Corolla is FWD and only has 4cyl engines.
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