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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.

The new Opel Insignia might be a great Buick, but it's a sad Holden Commodore

Since the first shots of the uncovered Opel Insignia hit our inboxes, we've been filled with excitement for the new sedan. It looks great, it should come to America with little to no visual changes as the Buick Regal, and we might even get a wagon version. Unfortunately, there's a lead lining to this silver cloud, and it comes to us from Down Under. You see, the Opel Insignia is also undergoing a re-badging job in Australia to become the new Holden Commodore. It's replacing the beloved rear-drive Commodore (with an optional V8 and ultra-high performance HSV variants) with a front-drive-based platform offering four- or six-cylinder engines. This is depressing news considering the Zeta-platform underpinning the Commodore VF spawned the Pontiac G8, Chevrolet SS, and fifth-generation Camaro. Knowing this was going to happen doesn't help much either. What makes it all worse is that the new Commodore doesn't have a shred of unique styling in the bodywork. That's not an exaggeration. A new grille with a Holden lion badge instead of an Opel lightning bolt badge is the only change. See for yourself in the Insignia gallery below. Not only did GM erase a unique Australian model, it didn't even allow the brand to give the car a distinct shape. It's sort of like when Ford planned to replace the Mustang with the Mazda-derived Probe. The Probe wasn't that bad for the time, but it was no Mustang. At least in that case the Mustang survived. View 12 Photos Before we get ourselves too down, we should mention that there are reasons to be hopeful for the future. For one thing, the new all-wheel-drive Commodore/Insignias will come with a version of the GKN-developed rear differential found in the Focus RS and Range Rover Evoque, which is pretty neat on its own. And Opel/Vauxhall have always had wild performance versions of the Insignia and its Vectra predecessor. The last one made 325-horsepower and had all-wheel-drive. A new one would likely produce much more, since one of the available V6s makes 308 horsepower. Then imagine all of that extra hypothetical horsepower hooked up to the all-wheel-drive system that introduced us to "drift mode." Not only that, but rear-drive Holdens may not be completely dead yet. A Belgian man announced his intention to buy an old Holden factory along with the tooling and rights for the car once it was discontinued. His plan is to continue producing the old model after Holden is done with it.

Buick might be getting a logo makeover

General Motors has finished off an extensive model overhaul for its Buick division, but along with its updated cars, the brand might also be getting a new logo. According to the Detroit Free Press, GM North America President Mark Reuss indicated that the Buick tri-shield logo could be getting a makeover, but offered no further information.
It is unlikely Buick will completely redesign or replace its current logo, but the article seems to indicate that it might return to color; although all chrome now, the logo used to feature red, white and blue shields. Head on over to the Detroit Free Press article to look at some past Buick logos including one from 1904.