New Buick Picks Up Brand's 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 brand's well executed Allure.

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

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 In so doing it says goodbye to the outdated, albeit still classy Buick design language, and ushers in new, more up-to-date styling, that should attract younger buyers while not alienating the brand's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

"The all-new Lucerne marks a significant milestone for Buick," commented General Manager John Larson. "We're in the process of rolling out one of the most aggressive product programs in Buick history, with Lucerne being the third new Buick launched in just over a year. We expect the Lucerne - along with LaCrosse (Allure in Canada) and Terraza - to appeal to many new customers and account for approximately 75 percent of Buick sales."

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

The Lucerne follows a recent GM design trend towards current European styling elements, which include short overhangs, a tall, wedge-like profile, large headlamp clusters and clean, simple taillight shapes.

At the same time, the new Buick doesn't forget its domestic roots. Most noticeable are the brand's 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 surrounds, rub strip, and trunklid moulding.