New Buick Picks Up Brands 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 brands well executed LaCrosse.

The Lucerne is larger than LaCrosse, 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 In so doing it says goodbye to the outdated, albeit still classy Buick design language, and ushers in new, more up-to-date styling, that should attract younger buyers while not alienating the brands current, very loyal clientèle.

"The all-new Lucerne marks a significant milestone for Buick," commented General

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

The Lucerne follows

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

At the same time, the new Buick doesnt forget its domestic roots. Most noticeable are the brands 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

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

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

Unlike most domestic cars in the Lucernes segment, this particular V8 is nothing less than a 32-valve, dual-overhead cam, aluminum 4.6-liter unit, derived from Cadillacs Northstar V8. Its good for 275-horsepower at 5,600 rpm and 300 lb-ft of torque at

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)

Ironically its the drivetrains 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.

Most of the Lucernes competitors, such as the Ford Five Hundred and Mercury Montego, Hyundai XG 350, Kia Amanti, and Toyota

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

But thats where the Lucernes 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. Dont get me wrong. I think, at least from first glance, that the Lucerne is a good looking sedan, its just not as outlandish as the Chrysler. No doubt, most of the new Buicks 60-something target market will find its respectfully understated styling exactly to their liking.

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