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GM planning planning Opel-built Buick model?

01/28/2009, 5:54 PM

By Drew Johnson

General Motors’ move to turn its Saturn division into a European import brand hasn’t exactly gone as planned, but GM could be considering a similar strategy for its Buick line. GM is reportedly working on a new small sedan for Buick, and early reports indicate the new model could be produced at an Opel plant in Russelsheim, Germany.

Rumors surfaced nearly two years ago that Buick was working on a new compact model, but little materialized in the subsequent months. However, GM’s push to make Buick a more premium brand and the pending sale of GM’s Saab brand means that the conditions could finally be just right for the baby Buick.

Why Germany?
Although a German-made Buick sounds like an oddity, it could be the perfect way for GM to utilize extra capacity at its Russelsheim Opel plant. The next-generation Saab 9-3 was slated to be made at the German plant, but GM’s strategy to make Saab a standalone company means the next 9-3 will likely be built in Trollhattan, Sweden.

The Russelsheim plant was also scheduled to produce the Saab 9-1, but those plans have been frozen as GM preps the Saab brand for sale. However, GM has already spent and untold sum of money retooling the Russelsheim plant to produce the Delta-based 9-1, which means GM is probably actively searching for a vehicle to fill the void left by the lame duck 9-1. The next-generation Saturn Astra could be one such possibility but, seeing how the Saturn brand could be dead by 2013, that doesn’t seem like a viable option. Instead, GM could be considering producing a Delta-based premium Buick at the Russelsheim plant.

Adding credence to that theory, one Opel insider told the Frankfurter Allgemeine Zeitung that GM was considering a plan that would lead to a “very great quantity” of Buicks being produced in Germany.

Could it work?
One of the biggest problems GM faced with turning it Saturn brand into an Opel import brand was the cost of importing vehicles from Europe. However, the Buick nameplate would be able to command a higher price than the Saturn brand, so GM could hide the added cost in the vehicle’s sticker price.

The new model is also rumored to be styled similarly to the Buick Riviera concept, so the car would definitely have the right looks to fly off the showroom floor. Interior volume would be down from a standard Buick car, but added content and the possibility of 40+ mpg would likely be enough for people to overlook its size deficit.

However, the German-made small Buick has yet to get the green light from GM brass. If the small sedan ultimately does get the go-ahead, expect it to hit the market in time for the 2012 model year.

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01/28, 6:09 PM

posted by:

idrinorbarsaku

whatever!

01/28, 6:27 PM

posted by:

Gundy

Bring back the Reatta!

01/28, 6:34 PM

posted by:

AnonymousCoward

Sounds desperate. But anything to keep the overpaid IG Metall workers happy…
Note to LLN: Were you say 9-3, you probably mean 9-5.

01/28, 6:37 PM

posted by:

beemerdude

Yet another example of us being asked to ‘Save the American Automotive Industry’… yet, the manufacturing of vehicles to keep the Big 2.1 afloat continues to migrate offshore.

Will someone please explain the thinking? (Spare me the talk about how foreign brands have been doing this for years and are successful… How U.S. companies have no choice but to produce outside the U.S. in order to stay competitive on a worldwide basis, etc.)

Bottom Line: Saving the U.S. auto industry has to involve keeping production in the U.S.

Or it becomes a mistake (and a waste) on SO many levels.

01/28, 6:38 PM

posted by:

TomF

It aounds suicidal to build a faux 350Z, badge it as a Buick and import it despite the dollar-Euro exchange rate. Also, we all remember how well the Merkur XR4ti worked out.

01/28, 6:43 PM

posted by:

Borat

Am I missing Need More Oil for GM commentary? Is he having dinner or stool? What gives?

01/28, 6:51 PM

posted by:

anti-believer

Gm won’t build a Reatta since they are canceling the Cadillac XLR.

Anyway… They should kill Saturn TODAY and give Buick the Insignia as the Regal.

01/28, 6:51 PM

posted by:

Borat

Guys, this may works! Let Krautz pay for their version of UAW. I wish the whole company moved over and became German problem.

01/28, 6:53 PM

posted by:

johnnycanuck

A baby Buick just sounds so cute. And speaking of cute and wrinkly, since old people tend to shrink a lot a smaller car would play right into Buick’s demographic. You know, somewhere between adult diapers and ‘we are gathered here today…’.

I’ve already got the ad campaign all worked out: “Introducing the new Buick Dependz- this could be the last Buick you will ever need!”.

01/28, 6:54 PM

posted by:

Dr.Martens

These chevy–opel transitions are getting old

01/28, 7:14 PM

posted by:

05Z88Path

I wish Buick would just die already…just like most of their customers…

01/28, 7:21 PM

posted by:

Zcarsales

I’m still a little confused as to why GM insists on going on with this brand. The only brand in the industry with a “Last Time Buyers Program.” Their demographic is dying, literally. Why does GM need two luxury divisions?

01/28, 7:53 PM

posted by:

iluvamcars

I feel this is a good idea. Buick can regain its status as near luxury and be an alternative to people who simply can’t afford an actual luxury car. Zcarsales, GM is going forward with the brand because it can become successful and its a great way to capture people with smaller amounts of cash. Buick could be a gold mine if its treated correctly.

AMERICAN, NOTHING ELSE

01/28, 8:23 PM

posted by:

Badass Z51

(1)
Kill Saturn & Pontiac.
(2)
If GM is serious about Buick here’s what they should do……Build a car in between the size of a 3 series, Audi & a Benz in both coupe & sedan flavors. Next, the performance model should be a twin turbo six with the Grand National name, it would complete with the likes of the M3, Audi’s S series & M.B’s AMG brands. Then……..build a limited edition version called the GNX, that could go against the Audi RS cars, BMW CSL’s? & M.B.’s black series.
If that doesn’t get people to seriously look at a Buick………nothing will
(3)
G.M. should move the Corvette a little further upmarket. As a Corvette owner I wouldn’t mind spending a more $ if they bridged the gap with Porsche in terms refinement & so on & finally give it a decent interior.

01/28, 8:47 PM

posted by:

RaineMan

So we give GM billions in taxpayer dollars and this is how they use it?

01/28, 8:50 PM

posted by:

RaineMan

I thought the failure of the Astra had already proven that European-manufactured GMs won’t work in the United States. The Euro is too strong compared to the dollar… and the importing costs are outrageous. It just doesn’t make business sense.

01/28, 9:02 PM

posted by:

RaineMan

Yay for triple posting… can we get an edit button here?

If GM wants to be serious about Buick they should take a long and hard look at Toyota. Both brands are aiming for 40-60 year old buyers… the heart of the geriatric market. These old-timers want reliable cars with plenty of room for family & friends & groceries, a smooth supple ride, above average fuel economy, and all the creature comforts of home. They don’t care about speed or flashy stand-out styling. Get the quality up… get the standard options list up… get the fuel economy up… lose the rest.

01/28, 9:54 PM

posted by:

JakeK66

GM, just STOP. You know what you should do GM? Get rid of the Buick brand adn bring in the Opel brand. Buick is always going to be in some peoples heads as a old folks brand, so how do you fix that? You don’t. Oldsmobile (who was not seen to be near the old folks brand as Buick) was deleted, so why not the worse Buick?

I said this when they started changing Saturn to be the Opel of the U.S. but at least they weren’t seen as an old folks brand, just a cheapo one.

Opel is a good brand name with good equity in this country, plus the history of Opel is kind of ironic since they were sold in the very Buick dealers in the late 60’s-early 70’s that they would be taking over.

01/29, 4:41 AM

posted by:

strassenlage

Maybe GM also needs money from the European Union, or from the German government / the land of Rheinland-Pflaz, which might be eager to support their industry there ?

According to their great success in China, killing the Buick brand in the US would also kill the strong image it has in Asia – “all America in a car” glorious and shiny memory… or sort of.

01/29, 7:28 AM

posted by:

oldraven

Hey, Beemerdude, didn’t BMW and VW just ask for Government support? Yeah, I thought so. If it weren’t for Mini, BMW would have been begging in the fall, before the D3 went to congress.

01/29, 9:19 AM

posted by:

Need more oil for GM

It’s better to buy an American car built in Germany than a foriegn one built in the states. At least the money goes to the rightful place and Americans are doing the right thing driving an American nameplate

Buy American, Buy GM. It is your duty

01/29, 9:58 AM

posted by:

Thunder Chicken

Didn’t GM already sell Opels through Buick dealers in the 70’s? I seem to remember it wasn’t particularly successful then…

01/29, 10:04 AM

posted by:

oldraven

Yes, but that was selling an Opel in America in a time where foreign cars were seen as unreliable death traps. The majority of shoppers (especially Buick shoppers) wouldn’t have a clue that this stylish little Buick wasn’t American. For those who do know the difference, most people prefer foreign now anyway. Win with the ignorant, and win with the even more ignorant. ;)

01/29, 11:30 AM

posted by:

RaineMan

Need More Oil, what kind of ignorant statement are you making? I’ve seen bad things from you in the past… but come on. I’d rather buy a Toyota built here in the US than a Buick built in Germany. Toyota is keeping those blue-collar factory workers employed here in the states… which directly effects our economy. Who cares if a small percentage of the profits go to the suits in Japan? I would much rather keep John Q Public working on the Toyota assembly line than see more of my money go to an idiot like Lutz.

01/29, 11:51 AM

posted by:

DomKing

Another website says that this would deploy a twin-turbo V6 and AWD in its top-of-the line model, and that is exactly what Buick should do. They should limit their offerings to taking on the BMW 3 series/Audi A4/Benz C-class and matching them in every way, interior, styling, and performance. Frankly, it’s their only hope of saving the brand. Let Caddy take on the 5 series and up. There is no point in engineering a smaller luxury performance sedan when you already have one in your arsenal. They should then let Chevy and/or Pontiac do battle in the lower cost volume segments currently dominated by Honda and Toyota. The management at the big three should finally start to believe that it will be their products that will lead them to prosperity, not accounting gimmicks, marketing campaigns, or quality-skimping cost cuts.

 
 
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