In the news: General Motors---world’s number one automaker and producer of GM window regulator -- have presented two new Buick models during a press conference lunch held in New York. The presentation of the Buick models was made way ahead of next week’s opening of the New York Auto Show. The Buick models that were unveiled include the LaCrosse Super and the larger Lucerne Super which both reflects the effort of the automaker in reviving the Buick brand.
The two new Buick models were given more horsepower coupled with nice interior touches. Buick stressed that it is not trying to attract younger audience which is contrary to what most outside GM insist that the brand needs to survive. On the other hand Buick would like to attract a new generation of older buyers. The average age of a Buick sedan owner is 65 however today’s 65-year olds no longer fit the stereotype of the weakling white-shoed retiree in which Buick was popularly associated with.
According to Steve Shannon, GM’s general manager for Buick, the brand is not embarrassed by its appeal to a demographic that is referred to as simply as “grown-ups”. He also added, “They pay cash, they’re not credit challenged. So these are virtuous, wonderful consumers. They can appreciate nicer things, they can afford nicer things.” Plus many of them would likely appreciate a little more power under the hood.
The “Super” name will be added to some Buick models to reflect performance-oriented versions with upgraded powertrains and suspensions. And to differentiate the cars from other Buick cars they will bear distinctive exterior markings.
The Buick LaCrosse is the brand’s most affordable model and will be given a slight makeover coupled with some exterior modifications. Both of the Buick LaCrosse Super and Lucerne Super are to be equipped with larger and more powerful engines pus both of these models will also have interior upgrades.
The LaCrosse Super is powered by a 5.3 liter, 300 horsepower V8 engine. It has a fuel saving feature in which the engine shuts off four of its cylinders during highway cruising when their power is not required. The car’s steering and suspension will also be modified to improve handling and road feel.
The Lucerne Super for its part will have a 292 horsepower, version of the 4.6 liter V8 engine that is currently offered as an option for the base Lucerne. Aside from a powerful engine the Lucerne will also get interior upgrades which include a leather-wrapped instrument panel and other interior touches.
The LaCrosse is scheduled to hit dealerships this summer while the Lucerne Super is scheduled to hit showrooms in the spring of 2008. GM has not yet announced the pricing of the cars but Shannon said that the price premium over an ordinary LaCRosse or Lucerne would be modest. The current price tag of the LaCrosse is about $30,000 without the options while the price for the Lucerne increases to $35,000. Buick has been the low key luxury brand for its sibling the Cadillac since GM was formed in 1909.
