Like Cadillac, Buick is having a revival this year. The TV advertisements with Shaquille O'Neal are generating buzz and the brand is showing two refreshed vehicles in New York, the LaCrosse and the Regal.
GM's Bell said people questioned why the brand survived the bankruptcy restructuring, when Pontiac and Saturn did not, but the answer, of course, was China. "Buick is a monster in China," he said.
The refreshed LaCrosse was, in fact, "designed with China in mind," Bell said. "It personifies what people there expect in a big sedan."Nerad said the LaCrosse "is right in the middle of the brand's sweet spot: a large sedan. When people think of the quintessential Buick, they think of that (segment). Launching it here (in New York) shows that Buick has confidence."