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

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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