Buick LaCrosse Replaces the Regal and Century

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CHICAGO February 4, 2004; Jojhn Porretto writing for the AP reported that General Motors Corp.'s Buick brand is reshaping its car lineup by adding a new premium sedan, the 2005 LaCrosse, and eliminating two aging models, the Century and Regal.

The 2005 LaCrosse, scheduled to be introduced Wednesday at the Chicago Auto Show, will go on sale this fall.

The new model marks a renewed emphasis on cars at Buick, the 100-year-old brand that made its name producing reliable passenger cars, particularly for the older set.

Much of Buick's focus in the past few years has been on truck-based vehicles, namely the Rainier and Rendezvous sport utility vehicles and Terraza crossover sports van coming later this year. The 2002 Rendezvous was Buick's first truck in 80 years.

"LaCrosse is a very important model for Buick," said Mark Hines, marketing director for Buick's midsize cars. "Not only does it set the stage for renewal of our entire car line, but it replaces two models that account for almost half of Buick car sales."

Buick saw its U.S. sales slip 22 percent in 2003, including a 30 percent drop off in car business.

GM officials have said the brand's future lineup -- forecast to be split evenly between cars and truck-based models -- could include a new full-size sedan, a rear-wheel-drive flagship sedan and a convertible.

The LaCrosse, which will be built at GM's assembly plant in Ontario, will feature two engine choices. One is a 3.6-liter V-6 that delivers an estimated 240 horsepower and estimated fuel economy of 19 miles per gallon in the city and 28 mpg on the highway. The other is a 200-horsepower, 3.8-liter V-6 used in the flagship Park Avenue and full-size LeSabre. Estimated fuel economy is 20 mpg in the city and 29 mpg on the highway.

Pricing for the LaCrosse has yet to be announced.

While LaCrosse replaces the Regal and Century, GM said there will be a short-run 2005 Century model, to be built between March and October of this year.

Buick used the Century name in model years 1936-42, 1954-58 and 1973-2005. Regal was used in the 1973-2004 model years.

Buick attracts the oldest buyer of all automotive brands, according to an analysis released last summer by Power Information Network, an affiliate of J.D. Power and Associates. Its owner base is 64 years old on average, compared with 61 for Mercury and 55 for both Cadillac and Lincoln.

General Motors Corp.: http://www.gm.com/