26 Votes

Buick Aiming To Take Down Lexus, Are They Barking Up The Wrong Tree?

Agent00R submitted on 10/13/2009 Official Bell & Ross Timestamp: 5:48:54 AM

39 user comments | Category: Misc News | Source: www.autospies.com

As I eagerly await the opportunity to fully test a 2010 Buick LaCrosse, I began thinking back to when I first drove the new 2010 and what it could mean for the brand.

Without a doubt, the biggest hurdle for Buick to clear is themselves. Its brand image has deteriorated to a point in the U.S. where I would consider it "in the basement."

When I had my brief drive of the LaCrosse, at the GM Proving Grounds, I remember being less-than-impressed with the entry-level model. However, the top-of-the-line model, shod with 19'' rubber, made for a much better driving experience.

So, I just "built my own" LaCrosse CXS optioned appropriately and it tops out at approximately $35,000 without navigation. Although I know the car has a lot of kit, it is still a large sum to doll out.

Knowing the brand is trying its very best to out do Lexus is obvious. When in Detroit, some of the top brass were piloting Lexus' to see where it can improve their cars AND comparisons liken the LaCrosse as a ES competitor. Although Buick owner's average age is in the high 50s, early 60s, I cannot help but wonder if they are going about this reimaging in the wrong way.

The way I see it there are only two options apart from what it has implemented now: offer a performance-focused vehicle, a la Pontiac G8, to encourage a different buyer into the showroom. Or bank on the green movement and shift all of their vehicles into hybrid/clean diesel/electric platforms.

As it goes now, Buick will be offering not-so-innovative models to their line up while trying to steal Lexus market share. The reality is that while being priced marginally less than its competitors, the Lexus dealership experience will be tough to top -- some buyers will pay a premium for that service.

What would YOU like to see? A performance version? Green models? Or, the wildcard: luxo-compacts?

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Buick Aiming To Take Down Lexus, Are They Barking Up The Wrong Tree?

About the Author

"There are two opinions in this world. Mine and the wrong one." -- Jeremy Clarkson
— Agent00R (View Profile)

User Comments

People all the time talk about an innate "feel" when behind the wheel of a German car, making it one of the top contrasts to other automakers. "Being in a Mercedes just 'feels' more special than being in an Acura." I would say that there is also an innate feel behind the wheel of a Lexus. There is a quietness, an intangible, indescribable "zen" that just puts you at ease when driving one. And just as the Japanese can't recreate the feel of the Germans, I don't think anyone can recreate the feel of Lexus either. I've driven this car, and liked it, but it was not a Lexus.

Sure, the LaCrosse has bolder styling than the ES, but typical Lexus buyers don't care, do they? Lexus customers are conservative in taste, the LaCrosse doesn't fit that mold.
— John_Stossel (View Profile)

Posted on 10/13/2009 6:49:12 AM | reply to this comment | Votes: 13

Well put.
— M35MT (View Profile)

Posted on 10/13/2009 8:59:28 AM | | Votes: 8

I think Buick's do in fact fit a conservative mold including this one. That is still their Demogrphics. Older conservative types (or the extreme opposite for the older ones).
— 0to60 (View Profile)

Posted on 10/13/2009 9:18:23 AM | | Votes: 3

Well put. I think no car can try to mimic another car. They should try to make their own identity. If they fail to make their own identity, then you know the brand's name, marketing, or product is a failure...
— ThierryHenry14 (View Profile)

Posted on 10/13/2009 1:42:45 PM | | Votes: 4

I would disagree Buick customers and Lexus customers have alot in common especially the ES. The same attributes that make a Buick a buick also make a Lexus a Lexus the sportier side to lexus is more a recent addition. In fact while you make good points the idea behind European cars feeling more special is that they dont feel like nicer versions of a cheaper car, while many Japanese cars simply do they often feel like more expensive versions of mainstream Japanese cars whether they are or not. I see no reason why Buick or anyone else couldnt recreate the solid, quiet, quality feeling of a lexus if they can deliver on what makes a Lexus so appealing to many people. It is much harder to duplicate the feeling of a car that has more attributes than quality, ultra quiet, conservative, and reliable in fact that sounds like alot of cars if you take the fact its a lexus out of the conversation, what about lexus truely makes it unique.
— bmwdrvr (View Profile)

Posted on 10/13/2009 9:18:26 PM | | Votes: 0

All that said, Buick will do well. The Enclave sales for the most part has been successful. Their only modern model (Enclave) had good conquest sales, no reason the La Crosse won't. It's blind and ignorant to think a neighbor that purchase a Buick and really enjoys it, won't tell others about it. That is how it goes. Then the block is looking at the new car that stands out from all the other ES parked in the driveways. Buzz starts and before you know it, everyone is checking out the new car. GM had the " Take a car home for 24 hours" and in my neighborhood, it was pretty successful. This is done one person at a time like the way everyone else builds loyalty.
— inspirion7 (View Profile)

Posted on 10/14/2009 1:00:24 PM | | Votes: 1

Lexus is just a japanese Buick! So no they are not barking up the wrong tree! The ES is just a fancy camry, so this should be an easy target for Buick! and now lexus quality is sub par!
— kpaxx (View Profile)

Posted on 10/13/2009 7:54:28 AM | reply to this comment | Votes: -8

The biggest difference is the dealership. You are expecting a different type of catering at the Lexus dealer than one that has Buick, Chevy, GMC dealer. Not that GM dealer network is not good but you will dont typically see Lexus salesmen walking around in everyday clothes, and the mechanic smoking out back. Lexus is like going to Neiman Marcus. Yes it is overpriced but they sales experience is much better than when you go to Walmart. I have owned Cadillac, MB, BMW, Honda, JEEP, CHRYSLER, FORD, Mitsubishi, over the years. My favorite dealership was Cadillac BUT they had a seperate showroom and facility from the chevy, gmc, pontiac division. You walked into a showroom of high class construction, modern, a well trained staff, and comfort. The service dept looked like a high end hair salon. It was clean and beautiful. When I left I was blown away by the dealership. MB and BMW were nice but god the snobbery was to much for me. Snobbery gets you nowhere with me and it annoyed me to not but there again. So if Buick is going to take on LEXUS they need a seperate showroom style like this dealer had for his Cadillac division.
— fatandsassy (View Profile)

Posted on 10/13/2009 8:45:47 AM | reply to this comment | Votes: 4

they're on the right path; and it's price is very competitive when compared to the Taurus Limited....

Only question - why cant you get AWD with the better engine?
— freeagent (View Profile)

Posted on 10/13/2009 8:50:33 AM | reply to this comment | Votes: 3

GM is aiming where it needs too. Let Cadillac take on the Germans and Buick to handle the Lexus/Infiniti crowd. I would put Acura here as well but their products are so behind and failing in so many ways that they are not even someone to consider at this point. But at least Buick can pass them by easily with these new models.

I'm glad to see them coming around and Lexus is just getting too bland with large wheel gap, too cushy rides that make you fall asleep, and overpriced options. Why pay the money for a IS when I could get the better equipped C300 or BMW for the same price just about. I'm not a German fanboy, but would much rather have a C300 Sport with 4matic at 40k with a few options than an IS.

Now if Buick starts to do other things to smaller models to attract younger buyers, then they will start to really get noticed.
— Whelan (View Profile)

Posted on 10/13/2009 9:27:10 AM | reply to this comment | Votes: 0

HA HA. The model range that Lexus has is light years ahead of anything Infiniti/Acura have, let alone what Buick/Caddy produce. People should actually step into dealerships from the different brands to get a true picture of why Lexus is the best selling premium brand in the U.S.
— david999 (View Profile)

Posted on 10/13/2009 11:30:01 AM | | Votes: 0

Both cars are for senior citizens. Who cares?

— LexSucks (View Profile)

Posted on 10/13/2009 10:20:53 AM | reply to this comment | Votes: -2

Seems that Lexus Buyers value the dealership and purchase experience more than they do the actual car. Dressing up the dealership with frivolous crap doesn’t make the car anymore desirable IMO. I don’t need for the dealership to kiss my Behind to make me feel good about the car.

I buy the car that I like. If the dealership is crappy so what? All they have to do is sell me the car and maintain it. And if they can’t maintain it, I’ll just bring the vehicle to someone who could.

It’s amazing what a little fluff will do. Just because Lexus has a better dealership experience doesn’t mean that their cars are better. I choose the car first, and then I’ll find a good dealership. Lexus buyers seem to work in the opposite.
— LexSucks (View Profile)

Posted on 10/13/2009 10:40:25 AM | reply to this comment | Votes: -6

You've made a career out of bashing Audi and Lexus by flipping logic and offering clearly-biased opinion as fact. I am genuinely curious as to what cars you actually do like? Only BMW and Mercedes?
— Anthony (View Profile)

Posted on 10/13/2009 11:19:47 AM | | Votes: 5

I like cars. Not brands. But you asked which cars do I actually like "BMW, Mercedes"?

When you group all of the cars of a brand together like that it makes you sound like a person who only sees the brand and not the individual cars within the brands.

There are BMWs that I like and then there are BMW that I do not like. Currently there aren't any Benzes that I like. Not a single one except maybe an S-Class. Brand doesn't matter to me. Its the individual cars that count. Lexus only builds one car that I like sorta (is-f). The rest of the cars are snoozers. So as a brand Lexus does nothing for me. Sorry if that rubs you the wrong way.

Now BMW has the M3, a car that I like as well as the 335,135,X5M, X6M and the 7 series. So as a brand BMW is far more appealing than Lexus IMO.

a few other cars that I like are the New Ford Taurus SHO, Subaru STI, Mistu EVO, V6 Honda Accord, Honda Accord Coupe, G37, GT-R. Cars that I don't like are every Acura, Every Volvo, Every Lexus except the IS-F, BMW Z4, 5-series.

I'm a car fan. Not a brand fan. To each his own.

— LexSucks (View Profile)

Posted on 10/13/2009 1:13:00 PM | | Votes: -3

Thank you for your response. I agree with your notions that cars should stand on their own regardless of badge. However, your actions here contradict your proclamations. I've never seen your praise for the IS-F that you claim you can tolerate. I've never seen your criticism for any Mercedes either. I've never seen your praise for anything Audi. But of course we've heard of your dislike for Audi and Lexus, and no that doesn't particularly bother me, but I think everyone here can do nothing but benefit from everyone exposing their biases. To pretend to be against the notions of brands is a bit absurd at this point, however thank you for that attempt at a politically-correct answer.
— Anthony (View Profile)

Posted on 10/13/2009 6:16:50 PM | | Votes: 4

Dude,

Not everyone associates themselves with a particular car make. The folks that due associate themselves with a particular brand are called fanboys.

"I've never seen your praise for the IS-F that you claim you can tolerate. "

- Praise? why should I have praise for something that I'm only luke-warm over? It is 100% acceptable for a person to not be found about the IS-F. Isn't it? Below is a link in which I said that the IS-F is "not bad".
http://autospies.com/news/Unleashed-Just-How-Fast-Does-An-IS-F-Go-On-The-Autobahn-48761/

"I've never seen your criticism for any Mercedes either."

- That doesn't mean that I haven't criticized MB. Check the links below.
http://autospies.com/news/Mercedes-and-BMW-Hit-Hardest-by-Slump-48032/
http://autospies.com/news/Mercedes-Benz-C-Class-receives-three-newly-developed-engines-44729/

"I've never seen your praise for anything Audi. But of course we've heard of your dislike for Audi and Lexus,"

- Why should I praise something that I'm not at all fond over? The only Audi that I like is the R8. I used to be a big Audi fan (I even owned one) but the current Audi's that cost under $50k are dull, under performing, overpriced vehicles. Either way, The link below shows my approval of the S5 sportback.
http://autospies.com/news/FRANKFURT-MOTOR-SHOW-Audi-Makes-The-S5-Sportback-Official-47922/

And here's a couple of posts in which I said something nice about Lexus.
http://autospies.com/news/Ugly-Duckling-Nude-Lexus-LF-A-Caught-Revealing-More-Cellulite-And-Bumps-Than-A-Starlet-Past-Her-Prime-48117/
http://autospies.com/news/2009-Frankfurt-Motor-Show-First-Real-Photo-Of-The-Lexus-LF-Ch-Compact-Hybrid-Concept-47459/

I think that you are only paying attention to the negative stuff. Either way you seem to take this stuff way too personally. These are only cars. If someone doesn't like the cars that you love, then I think you should ignore them. Either that or learn to accept criticism of you beloved brands. No single brand is beyond criticism. Some brands leave themselves more open for criticism than others and no brand is perfect. But for some reason I think that you believe that there are perfect brands?
— LexSucks (View Profile)

Posted on 10/13/2009 7:53:34 PM | | Votes: -2

If you were secure in your assertions then you would be the one ignoring Anthony.

Nobody here really cares about any of this. We all have our biases.
— John_Stossel (View Profile)

Posted on 10/13/2009 10:46:16 PM | | Votes: 2

Guess I'm not allowed to correct him when he says stuff that isn't true?
— LexSucks (View Profile)

Posted on 10/14/2009 9:40:56 AM | | Votes: -1

They should start selling Buicks and Cadillacs at one dealer and other GM brands separately. You don't see Audi selling VW in the same place usually. At least not around here.
— Whelan (View Profile)

Posted on 10/13/2009 11:44:22 AM | reply to this comment | Votes: 0

Well if you see what is being said by journalist, Buick hands down best the ES and matches in other evaluations. What kills the Buick brand however is image. They need to do something drastic to change that. Second, going after Lexus will take more than product. Dealer and quality customer service will make or break them. Saturn was such a model for ANY manufacture to follow, and if Buick would ape what they did it would take them much further down the road to LONG term success. Remember, Lexus had the LS as the quality head for at least a decade. It took them a good while to win over those from MB and BMW. I remember how most would joke and say how toyish Lexus was compared to the European competition.
— inspirion7 (View Profile)

Posted on 10/13/2009 12:06:50 PM | | Votes: 0

Did I say the need to work on the customer experience? Sure I did. GM can now focus on this. Chevy will take more that 70% of sales leaving Cadillac and Buick to go after luxury. Buick will debute the Regal next year, a car that has been extremely successful in Europe. A new Enclave is due, and a smaller CUV. Again, produces will come, customer service is king in this segment.
— inspirion7 (View Profile)

Posted on 10/13/2009 12:17:33 PM | reply to this comment | Votes: -2

What did I lie about something, or is it the simple fact that Buick can possibly set out to accomplish their goals. You know, if GM would have stayed the course with Cadillac and Buick, the luxury car segment would be totally different. I think now that GM is focused, Buick presence will totally shake up the segment.
— inspirion7 (View Profile)

Posted on 10/14/2009 12:50:54 PM | | Votes: 1

Its a JOKE!!!!
— truthpursuit (View Profile)

Posted on 10/13/2009 1:12:19 PM | reply to this comment | Votes: 3

Since Buicks and Lexus both tend to be popular among the older generation, it seems like a good idea. Lexus is really the only one that Buick can take down, as Buicks can't keep up when it comes to performance luxury cars like the G37 and 3 series.
— PerformanceGuy (View Profile)

Posted on 10/13/2009 1:33:31 PM | reply to this comment | Votes: -5

Different segment.
— inspirion7 (View Profile)

Posted on 10/13/2009 2:50:17 PM | | Votes: 3

Obama Motors should set some realistic goals before going after Lexus. They should attempt to make cars as nice as Toyota's, then perhaps shoot for Lexus.
— Invisible (View Profile)

Posted on 10/13/2009 4:02:41 PM | reply to this comment | Votes: 4

We do make much nicer floor matts!
— 1UAW (View Profile)

Posted on 10/14/2009 12:58:42 PM | | Votes: -1

The LaCrosse is a good car, clearly.

Better than a Lexus ES, maybe. The ES is 3 years old, and as people love to point out, related to Camrys, Highlanders, Siennas, etc. It shouldn't be hard to target that.

The problem is, the ES is at the bottom of the Lexus hierarchy. Sure you can get an IS or HS cheaper, but the ES is the bottom, and appeals to the most basic mature luxury car buyer. It's not a performance ride like the IS or GS, It's no eco-champ like the HS, it's got nothin on the world class LS.

Buick has staked their claim of beating Lexus by targeting the bottom rung. At least Hyundai (laughably) had the gall to intimate that they were shooting for the LS or at least GS with their Genesis.

Show me what Buick has above the LaCrosse to compete with a higher end Lexus. Hell, show me what they have to compete with the IS or HS, a sprightly sports sedan or a luxury eco-mobile. Then I'll be on board with what until now is just typical marketing bs.

(I might give that the Enclave at least competes with the RX, tho that's a stretch.)
— thetruth01 (View Profile)

Posted on 10/13/2009 6:09:03 PM | reply to this comment | Votes: 5

The La Crosse is buicks entry leval car it is targeted at the right car. The Lucearns replacement will be higher end lux (LS) beater.
— 1UAW (View Profile)

Posted on 10/14/2009 1:04:55 PM | | Votes: -2

The Lucerne's replacement will target the LS????

Can I have some of what you are smoking...please...pretty please.
— thetruth01 (View Profile)

Posted on 10/14/2009 3:15:05 PM | | Votes: 4

LOL, I like how you compared the LS to the Lucerne...that's the biggest piece of bovine excrement i have ever heard.
— lexusrox123 (View Profile)

Posted on 10/14/2009 5:31:00 PM | | Votes: 2

In order for Buick to compete toe-to-toe, model-for-model with Lexus it would inadvertently step on Cadillac's feet in the process. This shouldn't be allowed to happen. I believe as it stands, Buick is perfectly aligned. Buick will take sales from the front drive luxury models out there. Read that as the ES, the RL, and to a lesser extent the A6. Cadillac will take sales from the rear-drive models. There is no way that Buick will recover from it's "old fogey" image over night. Cadillac surely didn't. It took them several generations, starting around 1993 with the Seville STS Northstar. With the current trend though, I believe Buick will recover lost ground much quicker than Cadillac did. The only thing that I think could help Buick is to redo the Pontiac Solstice and make it somewhat of a current iteration of the Grand National. That would take care of much of the younger crowds. Now, if they could get a few of their cars in a few music videos then it would be an outright hit! Trust me on that...
— tango (View Profile)

Posted on 10/13/2009 9:53:30 PM | reply to this comment | Votes: 5

Buick is improving, and what better benchmark of quality to aim for than Lexus?

I think a large part of GM's continued efforts with Buick stem from its respect in China. I work frequently in
Beijing, and my drivers have either an A6 or a Buick. They mention Buick in the same tone as Audi over there. Mercedes is never mentioned.

Perhaps a decade from now, Buick will have a new recognition here in the US. At least a move away from the blue-hair-church-dinner thing would be better than what they've got going now.
— rubenkincaid (View Profile)

Posted on 10/13/2009 11:22:48 PM | reply to this comment | Votes: 4

Anyone who calls GM "Obama Motors" is an Idiot.

— LexSucks (View Profile)

Posted on 10/14/2009 12:20:42 PM | reply to this comment | Votes: 3

Rather, it should be called "Government Motors."
— lexusrox123 (View Profile)

Posted on 10/14/2009 5:31:57 PM | | Votes: 1

No, I should be called "We would be out of business if it weren't for the Government Motors". Guess you would rather see them fail?
— LexSucks (View Profile)

Posted on 10/15/2009 11:05:16 AM | | Votes: 1

While Buick does have a slightly more appealing entry level sedan, it would have to substantially improve its model line in order to compete directy with Lexus and the other luxury marquees.

This should be a wake-up call for Toyota/Lexus.
— LuxuryFan (View Profile)

Posted on 10/14/2009 3:56:26 PM | reply to this comment | Votes: 2

So...to keep this short and sweet...Buick will NEVER, and I repeat, NEVER, be able to take down Lexus. GM is nothing but left over scrap metal from Cash for Clunkers that are made to look like something that resembles a new car. Do not be fooled into thinking that all those dogsled turds driven by Senior Citizens will have any kind of meaningful existence. Thank you and good night!
— adamsaf723 (View Profile)

Posted on 10/14/2009 11:29:42 PM | reply to this comment | Votes: 2

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Buick Aiming To Take Down Lexus, Are They Barking Up The Wrong Tree?

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