GM Considering ‘Something Really Fun’ for Buick

The assertion that GM is contemplating “something really fun” for its Buick Division gains credence now that the dramatic Riviera concept coupe has been introduced at the 2013 Shanghai Auto Show.

China was no accidental setting for the concept coupe’s debut. The Chinese just love Buick. In fact, in 2012, sales topped 700,000 there. Compare that to the 180,000 sold in America during the same period. The overall demographic is younger in the Asian market than in North America, so the creation of “something fun” with the Buick nameplate on it would undoubtedly continue the exploding demand for the brand in the world’s most populous country.

Youth appeal is succeeding in the U.S. as well. Of the 38 automotive brands sold in the United States, only Buick has actually reduced the average age of its buyer. Three years ago the average was 62 years of age; today it is 59.

The extreme, sweeping aerodynamics of the Riviera suggests both youth and speed. The over-sized wheels suggest performance. The flashy, dynamic two-seater will likely never emerge from the assembly line in quantity. However, Reuss’ suggestion that “something fun” lies in Buick’s future remains.

This is admirable timing, for 2013 is also the year that Buick celebrates its 110th birthday. It is indeed the oldest continuously produced brand in U.S. automotive history. Just a few years ago Buick seemed every bit a century-old brand, and GM was headed for bankruptcy.

To go from the grim realities of just 3-4 years ago to today’s Riviera concept coupe represents quite a spectacular journey. Buick has gone from aged and almost dead as a brand to the wildly successful introduction of Enclave’s little brother, the two-row Encore, in February. Since then, Encores rolling off the big transports hardly stopped moving on their trip through dealers’ lots. The average time in inventory for an Encore since its introduction has been 18 days. That is a figure that is almost unheard of.

GM North America’s President is Mark Reuss. His assertion of “something fun” for Buick represents the next phase in Buick’s re-birth. First, the brand needed its credibility restored. “We’ve very carefully built Buick back to a brand that has respect,” Reuss says. He is general in his assertions, but he has hinted at the possibility of a Rviera-like new flagship Buick. He also hinted at the possibility of a coupe and/or a convertible. Whether it is in China or the U.S., fun times do appear to lie just over the horizon for Buick fans. The introduction of the convertible Opel Cascada in Geneva, Switzerland this year has some analysts suggesting that a North American version may yet appear. Still others have hunted at the possibility of the resurrection of the Grand National in the form of a classic rear-wheel drive vehicle.

Although a hybrid plug-in Buick SUV would appeal to a youthful demographic, such a vehicle would hardly be deserving of the “something fun” moniker. Nonetheless, it would be a welcome and exciting addition to the Buick lineup.

Respect accrued as the existing couple of Buick sedans were joined by the Enclave, the big three-row crossover, several years ago. Designers managed to maintain that Buick identity with the smooth contours and with elements of the signature Buick grille.

Then, in 2011, Buick once again broke new ground when the first compact Buick was introduced, the Verano. Performance, Buick luxury, and fuel efficiency are all present in a compact sedan with a surprising amount of interior space. The ingenious use of 6-foot 5-inch NFL star quarterback Peyton Manning in TV commercials has undoubtedly propelled sales even further.

So, study those stimulating lines and deep contours of that Riviera concept quite closely, and you may see into Buick’s future. On the occasion of the brand’s 110 year anniversary, the re-birth of Buick is alive and well.