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PLYMOUTH, MI – In the nick of time, it appears General Motors Co.’s Buick division has struck paydirt.
For more than a decade, Buick and GM product developers have been digging in search of a new brand DNA that caters to younger buyers – or at least those without one foot in the grave.
Sift through Buick’s product cemetery and the mistakes readily are unearthed: the Terraza minivan (2005-2007), Rainier SUV (2004-2007) and Rendezvous cross/utility vehicle (2002-2007).
Venerable nameplates died when product surgeons lacked the knowhow or vision to resuscitate them, administer Botox or even prescribe a little Viagra: Departing U.S. showrooms were the Regal (2004), Century, LeSabre and Park Avenue sedans (all in 2005).
Now comes a new Buick, arriving at showrooms destined to attract new, younger buyers.
The second-generation ’10 LaCrosse sedan targets entry-luxury intenders more likely to shop the Acura, Lexus, Infiniti or Lincoln brands. After extensive seat time in all three trim levels, the LaCrosse stands as Buick’s best hope for rebirth.
Starting with last year’s launch of the Enclave CUV, Buick has discovered a more expressive – and youthful – styling language.
The Enclave turned heads when it debuted at the 2006 North American International Auto Show in Detroit, and the LaCrosse will do the same, with its muscular rear haunches, coupe-like physique and steeply raked windshield.
Gone is the slabby, bloated sheet metal that ensured most buyers would be in their 70s and 80s. The Lucerne and first-generation LaCrosse helped modernize Buick styling when they launched, respectively, in 2006 and 2005.
