New Buick Picks Up Brand's New Upscale Image

OK, this is more like it Buick. The new Lucerne, making its global debut at the Chicago Auto Show today, represents an even stronger move into the premium marketplace than the brand's well executed Allure.

The new Lucerne ushers in new, more up-to-date styling that should attract younger buyers to the Buick brand. (Photo: General Motors of Canada)

The Lucerne is larger than Allure, replacing the aging full-size LeSabre. In so doing it says goodbye to the outdated, albeit still classy Buick design language, and ushers in new, more up-to-date styling, that should attract younger buyers while not alienating the brand's current, very loyal clientèle.

"The all-new Lucerne marks a significant milestone for Buick," commented General Manager John Larson. "We're in the process of rolling out one of the most aggressive product programs in Buick history, with Lucerne being the third new Buick launched in just over a year. We expect the Lucerne - along with LaCrosse (Allure in Canada) and Terraza - to appeal to many new customers and account for approximately 75 percent of Buick sales."

The Lucerne follows a recent GM design trend towards current European styling elements. (Photo: General Motors of Canada)

The Lucerne follows a recent GM design trend towards current European styling elements, which include short overhangs, a tall, wedge-like profile, large headlamp clusters and clean, simple taillight shapes.

At the same time, the new Buick doesn't forget its domestic roots. Most noticeable are the brand's trademark side-fender portholes, embellished in chrome, bold waterfall grille, and attractive chrome accents on that same grille, the lower front fascia, door handles, wheels, window surrounds, rub strip, and trunklid moulding.

Adding a sporty flare are twin chromed tailpipes on the top-line V8-powered CXS. Yes, you heard me right. Like Pontiac's Bonneville, Buick's flagship sedan will once again be powered by the quintessential American powerplant, a V8.

Adding a sporty flare are twin chromed tailpipes on the top-line V8-powered CXS. (Photo: General Motors of Canada)

Unlike most domestic cars in the Lucerne's segment, this particular V8 is nothing less than a 32-valve, dual-overhead cam, aluminum 4.6-litre unit, derived from Cadillac's Northstar V8. It's good for 275-horsepower at 5,600 rpm and 300 lb-ft of torque at 4,400 rpm, which is ample to give the new Buick premium pulling power.

Ironically it's the drivetrain's pulling power that reduces its premium image; if you buy into the current vogue that a premium car either needs to be powered by the rear wheels or offered with all-wheel drive. Rest assured, though, that GM, through its Cadillac division, has a long history of delivering front-wheel drivetrains that are virtually free of torque-steer, even when powered by performance-oriented V8 engines.

Not everyone wants their car to stand out in a crowd like a 300C does, making something like the Buick especially intriguing. (Photo: General Motors of Canada)

Most of the Lucerne's competitors, such as the Ford Five Hundred (and Mercury Montego in the U.S.), Hyundai XG 350, Kia Amanti, and Toyota Avalon, don't offer a V8 option, which makes the big Buick all the more enticing. The Chrysler 300C, however, will deliver serious competition.

But that's where the Lucerne's tastefully conservative styling comes to play. After all, not everyone wants their car to stand out in a crowd like a 300C does, making something like the Buick especially intriguing. Don't get me wrong. I think, at least from first glance, that the Lucerne is a good looking sedan, it's just not as outlandish as the Chrysler. No doubt, most of the new Buick's 60-something target market will find its respectfully understated styling exactly to their liking.

Many of these customers won't have need for the additional power available from a sophisticated V8, and will be satisfied with what the 3800 Series III V6 has to offer. Rated at 195 horsepower at 5,200 rpm and 225 lb-ft of torque at 4,000 rpm, Lucerne's 3.8-litre base engine is Super Ultra Low Emissions compliant and features Electronic Throttle Control just like the V8, a technology that forgoes a conventional throttle cable for an electronic signal. Another bonus, both engines only require regular unleaded fuel which could amount to substantial savings at the pump.

An electronically controlled 4-speed automatic transmission with overdrive and a torque converter clutch puts power to the pavement. (Photo: General Motors of Canada)

No matter which engine is purchased, an electronically controlled 4-speed automatic transmission with overdrive and a torque converter clutch puts power to the pavement.

Lucerne buyers will also appreciate Magnetic Ride Control, the first time the technology pioneered with Chevy's Corvette and a variety of Cadillac models will be available in the Buick lineup. Also part of the package is StabiliTrak, improving the car's overall stability, especially during adverse conditions.

Lucerne buyers will appreciate Magnetic Ride Control, the first time the technology pioneered with Chevy's Corvette and a variety of Cadillac models will be available in the Buick lineup. (Photo: General Motors of Canada)

Additional features, such as remote start, heated washer fluid, rain sensing wipers and either a DVD map or on-board navigation, improve convenience as well as safety and security. New for Buick are optional heated/cooled seats and a 245-watt Harman Kardon nine-speaker audio system.

But a car's interior isn't merely about all the electronic trinkets that may or may not be available, but rather the fine detailing and superior execution GM, and especially its Buick division has put into its latest products. I have yet to be disappointed in the automaker's most recent launches, with Allure taking the cake. Lucerne will without doubt continue this trend.

Six airbags, including a dual stage airbag for the driver and an industry-first application of GM's exclusive dual-depth front passenger airbag, keep occupants safe. (Photo: General Motors of Canada)

To complement the tight panel gaps and overall upscale ambiance is GM's exclusive "QuietTuning" process. While quiet steel is incorporated into the Lucerne's build strategy, refining suspension components and tuning, engine mounts, and wind noise are sure to make it a luxurious ride.

Maintaining safety will be six airbags, including a dual stage airbag for the driver and an industry-first application of GM's exclusive dual-depth front passenger airbag (see today's news). Also included are side-impact thorax bags and roof-rail curtain airbags.

Buick constantly rates extremely high on J.D. Power's Initial Quality rating and Vehicle Dependability Study. (Photo: General Motors of Canada)

The new Buick will be built at GM's Detroit-Hamtramck Assembly Center, which incidentally achieved the Silver Plant Quality Award for North/South America in the 2004 J.D. Power and Associates Initial Quality Study. On another note, Buick constantly rates extremely high on J.D. Power's vehicle testing, coming in fifth out of thirty-seven nameplates for Initial Quality, and second out of thirty-seven rivals in the Vehicle Dependability Study.

Expect pricing, which should remain similar to that of the current LeSabre, to be announced closer to the vehicle's launch.

Preliminary Specifications

• Price Range (MSRP): $35,000 - $46,000
• Body Type: 4-door sedan
• Layout: front engine, FWD
• Base Engine: 195 hp, 225 lb-ft of torque, 3.8L, 12-valve, OHV V6
• Optional Engine: 275 hp, 300 lb-ft of torque, 4.6L, 32-valve, DOCH V8
• Transmission: 4-spd auto
• Brakes (front/rear): disc/disc (opt ABS)
• Curb Weight: 1,707 - 1,820 kg (3,764 - 4,013 lbs)
• Seating Capacity: 5 (optional 6)
• Cargo Volume (trunk): 481 L (17.0 cu ft)
• Fuel Economy (estimated city/hwy): 14 / 9 L/100 km
• Warranty (mo/km): 36/60,000 comprehensive - 60/100,000 powertrain
• Direct Competitors: Chevrolet Malibu / Impala, Chrysler Sebring / 300, Ford Taurus / Five Hundred, Honda Accord, Hyundai Sonata / XG 350, Kia Magentis / Amanti, Mazda6, Mitsubishi Galant, Nissan Altima / Maxima, Toyota Camry / Avalon, Volkswagen Passat
• Web Site: www.gmcanada.com

Note: Additional larger photos are available in the photo album.