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2004 Buick Velite Concept

Buick Builds an Image Enhancer

I cant remember the last time I lusted after a new Buick, if ever. Im too young to have been aware of the 63 Riviera when it came on the scene, having been born the same year, but nevertheless Ive since slotted it in as one of my favorite domestic cars of all time. The 1988 to 1991 Reatta caught my attention when it debuted, but unlike the first Riv, it wasnt one hundred percent right. Not like the new Velite Concept.

The new Velite is one hundred percent right? Well, being that I couldnt get close enough to it after its introduction to make such an all-inclusive statement, I wont commit that far. Still, for the first time in a long time Buick has captured the spirit of motoring in a very intoxicating

For the first time in my life I find myself lusting after a new Buick. (Photo: General Motors)

way.

After all, when General Motors announced that Oldsmobile was to be fazed out of production, a common joke being bantered about the office went something like this: While none of us would be able to buy our fathers Oldsmobiles anymore, at least wed still be able to purchase our grandfathers Buicks.

Now that a couple of years have passed, for some unexplained reason its still possible to buy

For the first time in a long time Buick has captured the spirit of motoring in a very intoxicating way. (Photo: General Motors)

a new Oldsmobile, and despite new SUV and crossover models bearing the Buick badge its still the nameplate of choice by the octogenarian set. Even the new LaCrosse is about as conservative as any new car in its class. While its very nice, and sleek for Buicks standards, the brands designers didnt exactly stray too far from convention.

But the same customers the LaCrosse is designed to attract were those who once saw the GM division as one of the most desirable

The Velite was introduced at the New York International Auto Show earlier this month. (Photo: General Motors)

domestic brands, back when Roadmasters, Rivieras and Wildcats ruled the roadways. Such were the last of the glory days.

Attempting to generate the same emotional pull that such classic models did in the 1950s and 60s, Buick was one of the first GM divisions to show a concept roadster in recent years, back in 2002. The Bengal was a gorgeous styling exercise, causing a great deal of interest from the press and show-going consumers alike. But like the Reatta before it the Bengal only featured two seats, a sure sign of

The Velite concept is based on GMs rear- and all-wheel drive Zeta chassis architecture. (Photo: General Motors)

an early death in practical Buick circles.

The Velite, a much more pragmatic four-seat convertible, looked impressive on its turntable after being introduced at the New York International Auto Show earlier this month. And it seems GM has high hopes for something similar to find its way to production.

"Velite is a new expression of Buicks longstanding heritage in understated yet sophisticated design," stated Anne Asensio, Executive Director GM Advanced Design. "While certainly an expression of premium American style, the Velites impressive stance and overall presence

Not only fashionable, the vertical headlights of the Velite incorporate ultra-bright X-Beam technology. (Photo: General Motors)

emphasize a sumptuous driving experience that further pushes Buick on to the center of the world stage of luxurious touring cars."

While reports of a new Buick convertible based on GMs Kappa architecture have been milling around since Pontiac introduced its upcoming Solstice roadster, the truth of the matter is the new concept is underpinned by GM of Australias rear- and all-wheel drive Zeta platform. Initially developed for the Holden VE Commodore sedan and first shown to the public in Frankfurt as the Opel Insignia concept, Zeta will also be the basis for the upcoming Deville replacement expected to be called the DTS. If thats not worldly

By using extremely high-quality materials with warm indirect lighting, the interior of the Velite has a "jazz lounge" ambience. (Photo: General Motors)

enough for you, the Velite was designed in Michigan and constructed by Bertone of Italy.

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