Buick

Future of Buick

In 2005, reports began spreading that GM was exploring the possibility of eliminating the Buick brand[18], to cut costs. The speculation was based on the temporary suspension of GM's planned Zeta project to develop new rear wheel drive cars fitting the Buick market niche [19]. GM also had started consolidating of Buick, Pontiac, and GMC trucks into single dealer franchises, which would make it simple to eliminate the Buick brand without leaving dealers devoid of product.

However, with the development of the Zeta platform still ongoing (including the introduction of the 2006 VE Commodore and the new 2010-model Chevrolet Camaro), and the cancellation of the Pontiac brand at the end of the 2010 model year, Buick will survive, although it has been questioned with the elimination of Pontiac and Saturn if Buick survived by default.[20] Buick's success in China is considered what saved the brand from the chopping block, and is helping the brand reinvent itself in the wake of GM's 2009 bankruptcy.[21]


Type
Division of GM
Industry
Automotive
Founded
May 19, 1903
Founder(s)
David Dunbar Buick
Headquarters
Detroit, Michigan, U.S.
Products
Luxury vehicles
Parent
General Motors
Website
buick.com