Opel models headed to U.S. as Buicks
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The Insignia was developed primarily by Opel and has been engineered for Europe, China and the U.S.
Enlarge PhotoAmericans will still get many of the vehicles that would normally be sold by Saturn but instead they will be rebadged as Buicks. The first of these will be the replacement for the Aura sedan. GM had originally planned to sell the new Opel Insignia sedan as the 2010 Saturn Aura but a new plan will see it launch in the U.S. later this year as the 2010 Buick Regal.
The information was first revealed by an inside source at GM who revealed to Automotive News most of Saturn’s models will go to Buick. When contacted, the president of the Buick-Pontiac-GMC line, Susan Docherty, confirmed that the Opel brand is one that GM will look at for future sourcing.
Docherty also pointed out that even with GM’s restructuring plans for Opel, which could see control of the European division sold to another party, GM would still be able to utilize all of its global architectural platforms.
Buick's short term brand strategy, meanwhile, is resting with the upcoming 2010 LaCrosse sedan. GM is hoping that the new LaCrosse will allow the brand to be competitive in the sedan segment against the likes of cars such as the Acura TL and Lexus ES 350, and eventually being the mid-level premium brand it so desperately wants to be.
2009 Opel Insignia
2010 Buick LaCrosse sedan
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The corporation belatedly (perhaps fatally so) concludes that they have too many brands selling essentially the same products re-badged in competing showrooms. Their solution? Sell two cars built on the same platform under the same brand in the same showroom.
One could forgive Buick for this upcoming desperation-motivated oversight. But they've done it before. Think back to the late '90s W-bodied Regal and Century sister cars. Hardly a roaring success.
Opel makes some very solid products and I'm sure the Insignia will be extremely competent. But how many of these soon to be ex-Saturns will fit the brand's aspirations to be like Acura (unlikely) or Lexus (borderline delusional)? The Astra is too small, the Antara/Vue would be a better GMC, etc.
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