I'm having a hard time saying Buick Regal and sports sedan in the same sentence with a straight face. It's an oxymoron, but that's what GM is positioning the Regal as for its relaunch next year.
To be fair the new Regal will be based on the Opel Insignia, which has won accolades in Europe. Buick is also undertaking a huge effort to remake itself, much like Cadillac did ten years ago. And the new LaCrosse makes me think they're on to something.
Still, to position the car to compete with Acura, BMW and Infiniti, and use a stodgy nameplate like the Regal, is like Country musician Taylor Swift changing her name to Blanche or Patsy. Yes, there's a history there, but the connotation is not attractive. Buick has better names for a sports sedan like the Wildcat or Gran Sport. The Regal hasn't been cool since the Grand National came out 25 years ago, and people who own those cars don't call them Regals.
I hope Buick is successful. But to be successful, I think they need an attitude car, or halo car as it's known in the industry. Something like the Grand National that will draw Acura customers into the showroom and leave with a new Regal or LaCrosse.
Showing posts with label cadillac. Show all posts
Showing posts with label cadillac. Show all posts
Friday, November 13, 2009
Friday, August 14, 2009
Same Old GM
This week GM trotted out the Chevy Volt again. This time to announce the car gets a stunning 239 mpg as estimated by the EPA. Whether the Volt gets 239 mpg or just half that number, it’s a major achievement. But there is one problem with the Volt. It’s made by GM.
Forty years ago, GM made cars that were aspirations. In the days they controlled 50% of the market, their cars were beautifully styled and well made. People were proud to own a Chevrolet. Pontiacs were bad boys in muscle shirts. A Buick or Oldsmobile in the driveway indicated you were squarely middle class. With a Cadillac, you were someone to be reckoned with.
GM lost its way in the 1970s. With the oil embargo, strict emission standards, and labor strikes it stopped dictating the market and began second guessing itself. Innovation was stifled by a heavy handed corporate culture that made the Soviet Politburo look like Google. Lately GM has started to recover some of its edge. Cadillac and Chevrolet are making good vehicles again and even Buick is showing signs of life.
But the product gestation period is too long. It takes GM at least five years to launch a new vehicle, twice as long as most other companies. And GM flaunts their cars years before they are ready. Cars like the Camaro and Volt are old news before they are finally launched. I get that the drive train technology for the Volt needs time to be developed, but five years for a Camaro that looks like a cartooned evil twin of the 1969 model?
C'mon GM.
Forty years ago, GM made cars that were aspirations. In the days they controlled 50% of the market, their cars were beautifully styled and well made. People were proud to own a Chevrolet. Pontiacs were bad boys in muscle shirts. A Buick or Oldsmobile in the driveway indicated you were squarely middle class. With a Cadillac, you were someone to be reckoned with.
GM lost its way in the 1970s. With the oil embargo, strict emission standards, and labor strikes it stopped dictating the market and began second guessing itself. Innovation was stifled by a heavy handed corporate culture that made the Soviet Politburo look like Google. Lately GM has started to recover some of its edge. Cadillac and Chevrolet are making good vehicles again and even Buick is showing signs of life.
But the product gestation period is too long. It takes GM at least five years to launch a new vehicle, twice as long as most other companies. And GM flaunts their cars years before they are ready. Cars like the Camaro and Volt are old news before they are finally launched. I get that the drive train technology for the Volt needs time to be developed, but five years for a Camaro that looks like a cartooned evil twin of the 1969 model?
C'mon GM.
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