The Auto Writer

Although still several weeks away from appearing in Buick showrooms, GM rolled out the 2010 Buick LaCrosse to media folks, a sedan design that is a vast improvement over the current model.

GM introduced the 2010 Buick LaCrosse to members of the media today, a five passenger sedan that is a vast improvement over the current iteration. That isn’t to say that the 2009 model lacks in visual appeal, rather the 2010 is a notable and refreshing change.

The news conference roll out was strictly online which, for itself, was a change in the way GM usually handles introductions. In recent times, GM flew media in to a central location, where everyone could view, touch, and drive the model. Given GM’s bankrupt state, that no longer is a wise option. Instead, GM poured all of their resources into providing a media extravaganza online.

Some Surprises Offered

The Buick LaCrosse will be powered by a standard 3.0L V6 with an optional 3.6L V6 offered.  Those engine choices were to be expected, but not the 2.4L I4 engine which will roll out a few months hence. Apparently, the addition of a four cylinder model was a more recent idea, perhaps given the Obama administration’s recent pronouncments regarding higher corporate average fuel economy (CAFE) ratings. GM expects that the I4 LaCrosse will get 30 mpg on the highway.

I’m spending some of my time this afternoon chatting with GM managers regarding LaCrosse marketing, engineering, design, etc. I’ve posed several questions so far including the following to GM’s Susan Docherty who heads up the sales, service and marketing for Buick-Pontiac-GMC:

The Auto Writer: The AWD LaCrosse could be competition for the Cadillac CTS sedan.  How will Cadillac handle in-house competition?

Susan Docherty: With 4 core brands each brand will target specific consumers with very different needs and wants. Buick targets those wanting premium entries without compromise and Cadillac targets consumers seeking more prestigious luxury.  With respect to AWD, it’s like safety, not specific to a particular brand.

I’m not sure that Ms. Docherty’s answer would satisfy customers who might see the CTS and LaCrosse all wheel drive versions as being models worth comparing. With GM using the words “luxury brand” to describe both Cadillac and Buick, then there is a place for confusion if not in-house competition.

I’ll have some additional details about the LaCrosse in the coming days and will publish my “first drive” as soon as I get the chance to drive one.

Source: GM Corp.

See Also: Luscious LaCrosse Leaves Lexus Lurching