11/18/13

GM Boss Says Buick "Probably" Needs a New Flagship Model


With U.S. sales on the rise and other important markets like China also doing well, GM has every reason to be optimistic about the future, and this is something that will have a positive effect on all of its brands' portfolios.

We already know about plans for a top-of-the line Cadillac luxury saloon (see our vision of the car here), and now, GM CEO Dan Akerson has admitted that Buick could "probably" use a flagship model.

According to Autonews that broke the story, Mark Reuss, GM's North America president, told Forbes magazine earlier this month that he would like to enhance Buick's range with a flagship that is "a much more beautiful Panamera."

However, GM says it needs to tread carefully on these luxury waters so as Buick's flagship doesn't "encroach" on the Cadillac brand.

"We haven't made a firm yes-or-no decision, so I want to keep the door open that we might have a [Buick] flagship," Akerson said. "It all depends what we do with Cadillac over time."

If you ask me, that's a wrong way of thinking when it comes to building up a brand, and there's no better counter–argument than what the Germans have achieved over the past few decades. Just think about it; if that were the case, then there would be no Audi A3 today since it "encroaches" on the group's bestseller, the VW Golf.

The key here is to offer all brands the best that you have and concentrate on giving them a distinct character and qualities. And if anything, a brand like Buick does need a flagship model, a halo car, or call it whatever you want, if not for sales, certainly for marketing and brand equity purposes.


PHOTO GALLERY

2013-Buick-Riviera-Concept-Coupe[3]Buick’s 110th anniversary coincides with the 1963 Riviera’s 50th. It’s considered by many as one of the most beautiful car designs ever. 1938 Buick Y-Job1949 Buick Roadmaster Riviera ConvertibleThe first Buick to reach 100 mph was the appropriately named Century, in 1936.1938 Buick Y Job, penned by famed designer Harley Earl, is known today as the first concept car ever created.Buick’s longest car, the 1975 Buick Electra sedan, measured 233.7 inches from bumper to bumper.1971 Buick Riviera Coupe1971 Buick Riviera Coupe1968 Buick Riviera Coupe1951-Buick-XP300-21938 Buick Y-Job1970 Buick Electra 2251956 Buick Super Riviera Sedan1940 Buick Super Estate Wagon1956-Buick-Centurion211958 Buick Super Riviera Coupe1959 Buick Elecrta Convertible1959 Buick Invicta Hardtop1959 Buick Invicta Sedan1941 Chevy Street Rod and Jay Leno's 1955 Buick RoadmasterJay Leno's 1955 Buick RoadmasterBuick Riviera Concept1938 Buick Y-Job1938-Buick-YJob-Concept61The legendary 1987 Buick GNX was the quickest car the brand has produced, with 0-60 mph acceleration in just 4.6 seconds.The 1973 Regal featured unique rear opera windows.The 1975 Regal was the only mid-size car to offer a more fuel-efficient V-6 engine.1953-Buick-SkylarkConv

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