1974 Buick Electra 225 Custom 7.5l on 2040-cars

Auto blog

What's in a trademark? Sometimes, the next iconic car name

The United States Patent and Trademark Office is a treasure trove for auto enthusiasts, especially those who double as conspiracy theorists.
Why has Toyota applied to trademark "Supra," the name of one of its legendary sports cars, even though it hasn't sold one in the United States in 16 years? Why would General Motors continue to register "Chevelle" long after one of the most famous American muscle cars hit the end of the road? And what could Chrysler possibly do with the rights to "313," the area code for Detroit?

Why Buick's future lies in China

Back in the last half of 2008 and into 2009, when General Motors was looking at too much capacity for too few customers, when it was running out of money and needing to go to the governments of the US and Canada and to the UAW for financial support, its management team was pretty much instructed by the feds to focus resources on what would create the best likelihood for a return on the investments and guarantees that it was getting. Things needed to be cut, and not just the corporate air fleet. This led to the elimination of Saturn, Hummer and Pontiac and the sale of Saab to Spyker. What remained of GM's North American brand portfolio was Chevrolet, Buick, Cadillac, and GMC. (Oldsmobile had been shuttered in 2004.) There were a variety of opinions regarding which brands GM should keep/lose during the midst of the Great Recession. Some thought GMC should be axed, but then it was pointed out that GMC essentially produced high-content Chevys, which resulted in fantastic transaction costs. Lots of money in the back of those pickups. Others thought Buick should be eliminated. The rationale was: Chevy was the mass-market brand, Cadillac was the luxury brand, and GMC helped leverage the company's investment in trucks. (Yes, even back then the F-Series was winning the pickup sales race, so it was always a matter of adding Silverado and Sierra sales to show that GM was solidly in the game.) So what was Buick? Better than Chevy but not as good as a Cadillac? Somehow that doesn't seem to be a particularly aspirational position to hold. But Buick's identity didn't need to be worked out in 2008-09 because there was a single compelling reason to keep it: China. According to official GM history, Pu Yi, the last emperor of China, Dr. Sun Yat-sen, the first provisional president of China, and Zhou Enlai, a Chinese premier, "Either owned, drove or were driven in Buick automobiles." What's more: "According to statistics from the Shanghai government, in 1930 one out of every six cars on the city's roads was a Buick." Which is to say that Buick got to China early and has a major presence in that market. When the Regal Sportback and Regal TourX were being unveiled at the GM Design Dome the first week of April, Duncan Aldred, vice president of Global Buick, gave a briefing of Buick's place on the automotive landscape.

2016 Buick Cascada convertible isn't afraid of Detroit's snow

It's the great irony of introducing a convertible in Detroit – while the assembled media might look at the car and imagine warm weather and clear skies, the atmosphere outside is anything but. Such was the case Sunday as Buick rolled out the 2016 Cascada in Detroit's Eastern Market. Snow didn't dampen the atmosphere, though, as we clapped eyes on the sleek, Astra-based convertible for the first time. While this is far from the first product Buick has borrowed from General Motors' European operations, unlike previous vehicles, changes for the Cascada were kept to a minimum. There is no waterfall grille or four-way portholes, which Buick was sure to install when converting the Insignia and Mokka to the Regal and Encore. Then again, neither of these styling treatments were really necessary, as the Cascada remains a handsome and stylish offering. Its cabin is typical of other Buicks, and features a few too many buttons on the center stack. Still, a thick-rimmed, flat-bottomed steering wheel, similar to what's found in the Verano, is both attractive and functional, while the perforated leather seats looks quite comfortable, as well. Take a look at our gallery of live images, which includes shots of the Cascada with the top up and down, and then head back to our original post on the new convertible for all the mechanical details.