Matthew C. Keegan

Two New Buick Models Headed To Market

The Buick Lucerne will soon be phased out but in its place will be two new models -- the Insignia and a Cruze based compact. What GM has in store for its premium brand.

A pair of new Buick models are heading to the market, with the full size Lucerne slated to be discontinued. That move would leave the Enclave crossover as the largest vehicle sold by Buick followed by the LaCrosse, a larger midsize sedan.

After the LaCrosse, the Insignia (or perhaps Regal) will be added just below it. Though nearly similar in size, but weighing about five hundred pounds less, the slightly smaller Buick will be slotted between the LaCrosse and another new model based on the Chevrolet Cruze platform. That model is also expected to be a sedan although there is not much that we know about it.

Offering A More Youthful Appeal

These changes affecting Buick, what General Motors calls its premium brand, are meant to help refocus the line in a bid to target younger buyers. Even with the family oriented Enclave in its line up, the average Buick owner is at least 70 years old, which isn't good for a brand seeking long term buyers. The new LaCrosse has been designed to appeal to up and coming middle aged buyers while the Insignia should garner the attention of buyers who are still in their 30s. And, depending on how the smallest Buick sedan is contented, that car could appeal to upwardly mobile drivers who are in their 20s.

GM hasn't officially announced their plans for Buick, but that information was uncovered in a recent business filing with the federal government which detailed the automaker's plans for the brand. Readers of the report also learned that Cadillac will be replacing the DTS and STS sedans with one model, dubbed the XTS, a rear wheel drive sedan at that.

Change For Buick

The change for Buick comes when GM is battling to makeover its image in the face of having received more than fifty billion dollars in taxpayer money. GM is losing market share, has seen its position with buyers deteriorate and has been criticized for not having the right mix of products for sale. As recently as the 1980s, Buick had a more youthful appeal with the Regal and Grand National drawing enthusiasts to the brand. By the early 1990s, GM abandoned its sport edge for Buick resulting in a decrease in sales and a rise customer age.

Buick also must fill the gap left by Pontiac as that brand exits the market. Along with GMC, visitors to Buick showrooms must see that the brand is relevant, but only if they have reason to appear there in the first place.

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