2010 Buick LaCrosse First Drive

2010 Buick LaCrosse First Drive

Bob Lutz's return from retirement to the vice chairman of marketing position at General Motors was looked at by many pundits and observers as a mistake--he's a prototypical Detroit fossil. But his attitude contradicts his 77-year age, and the latest ad slogan from Buick, "The new class of world class," reflects his aggressive influence.

Buick's current ad slogan, "Take a look at me now," was first used back in June, but already the new slogan is primed to take its place. Lutz revealed the slogan to Automotive news at an event in Detroit today.

The new 2010 Buick LaCrosse certainly deserves the new slogan, which provides the impetus for the "look" the old slogan implored; the LaCrosse is a solid competitor for the best vehicles in its class. Backing up the LaCrosse with a new range of vehicles that also deserve the "world class" title is where the hard work comes in.

Currently, Buick has a batch of new cars in the works, including a possible Epsilon II-based Regal due in 2010, filling in the slot just below the LaCrosse in size and price. Beyond that, an even-smaller Chevrolet Cruze-based (Delta II platform) Buick may also be in the works, as one was recently spotted testing on the Nurburgring. Two new crossovers are also in the works, including a possible small Chevrolet Aveo-sized model.

The next several models will be key to Buick's success as a core GM brand, and executives are definitely playing hardball to help move Buick up in the world. Just a few weeks ago the sales launch of the LaCrosse was briefly held up to fix some last-minute quality control issues, and a planned adoption of the Saturn Vue two-mode hybrid in the the Buick lineup--derisively dubbed "Vuick" by the press--was dropped in favor of a new model bearing the efficienct powertrain.

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