DETROIT — Negative feedback from the public, media and GM dealers has forced GM to kill off an advanced plug-in hybrid variant that had been teased for sale under the Buick brand but was essentially a rebranded Saturn Vue.
The unnamed Buick plug-in hybrid crossover that was little more than a Vue with a Buick waterfall grille was apparently a turnoff to the various focus groups who got a look at it last week at the automaker's future product showcase.
"We were all struck by the consistency of the criticism of the compact crossover," said GM Vice Chairman Tom Stephens, writing in the corporate GM FastLane blog on Wednesday.
He added, "The Buick crossover we showed received consistent feedback from large parts of all the audiences that it didn't fit the premium characteristics that customers have come to expect from Buick."
Stephens added that the "important plug-in hybrid technology would be applied to another vehicle, at no delay, that we'll discuss in the very near future."
In early August, Buick announced that it would launch the new crossover in late 2010 offering direct-injected gas engines, followed by a plug-in hybrid version that would debut in 2011. At the time, GM told Inside Line that the new crossover would deliver about 40-50 miles per gallon in city driving. It was to be positioned under the Buick Enclave in pricing.
GM spokesman Jim Hopson told Inside Line that the Buick crossover "is a cousin to the Chevrolet Equinox and GMC Terrain." He added: "The plug-in hybrid system was originally designed for the Saturn Vue. But with Saturn going away, [it] was shifted to Buick."
The crossover was to have been equipped with what Hopson called a "downscaled version" of the advanced lithium-ion battery cells and charging technology in the Chevrolet Volt , "married to a downsized version of [GM's] two-mode hybrid system."
In an unusual lifting of the corporate curtain, Stephens described in detail how the Buick compact crossover came to be axed.
"Last Friday, reaction to the Buick crossover was discussed at the meeting of our Executive Committee, the newly formed group that steers product decisions, and it was decided that if it didn't belong, it didn't belong," he wrote. "Buick crossover canceled. Fritz Henderson, Bob Lutz and I and the rest of the committee decided to take swift action to prevent a potential underperformer from reaching the marketplace."
Stephens pointed out that this is the Buick compact crossover announced a few weeks ago at the Management Briefing Seminars in Traverse City, Michigan, "not the smaller Buick crossover we showed that was playfully referred to as 'the baby Enclave.' "
Inside Line says: A surprisingly swift decision from GM to kill one of its babies and maybe a swift turn away from the dreaded badge engineering that has plagued the Detroit automaker. — Anita Lienert, Correspondent
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adaval says:
05:21 PM, 09/25/2011
"Last Friday, reaction to the Buick crossover was discussed at the meeting of our Executive Committee, the newly formed group that steers product decisions, and it was decided that if it didn't belong, it didn't belong," he wrote. "Buick crossover canceled. Fritz Henderson, Bob Lutz and I and the rest of the committee decided to take swift action to prevent a potential underperformer from reaching the marketplace."
Stephens pointed out that this is the Buick compact crossover announced a few weeks ago at the Management Briefing Seminars in Traverse City, Michigan, "not the smaller Buick crossover we showed that was playfully referred to as 'the baby Enclave.' "
WHAT DOES ALL THIS MEAN? ? ? ?
adaval says:
05:17 PM, 09/25/2011
Well I am rather confused after reading the above article. I first thought you were scraping the SUV crossover that was smaller than the Equinox and the Terrain which I was shouting thank God, then as I read on it sounds like that is the roller skate that Buick plans to keep. I sure hope the new Buick SUV Crossover is the same size as the Equinox and Terrain, just with Buick touches, of silence and a richer inside, none of this ridiculous cheap red thread. Just give us the choice of the rich beige inside. Don't need all the black and red junk colors. I think Buick is confused now keep shifting back and forth. Get it together Buick . . . . .
adaval says:
06:14 AM, 03/27/2010
OK, it is almost April 2010 where do we stand with Buick's baby Enclave for a 5 passenger Buick Crossover SUV with ALL the amen-dies of the Enclave just shorter. We need the same good ride, quiet ride, with the same width of the Enclave, the middle class and middle age customers is looking for a vehicle that is easy to get in and out. I hate falling into a car and having to climbing out of a car. There are plenty of middle age people like me, that will never have a car again, but do NOT want the length of the big 8 passenger SUV's. Please provide us with an up-date so we will know to keep looking for Buick or just forget it and buy a lesser car. Thanks. . .
adaval says:
08:02 AM, 02/26/2010
He added, "The Buick crossover we showed received consistent feedback from large parts of all the audiences that it didn't fit the premium characteristics that customers have come to expect from Buick."
Stephens added that the "important plug-in hybrid technology would be applied to another vehicle, at no delay, that we'll discuss in the very near future."
In early August, Buick announced that it would launch the new crossover in late 2010 offering direct-injected gas engines, followed by a plug-in hybrid version that would make its debut in 2011. At the time, GM told Inside Line that the new crossover would deliver about 40 to 50 miles per gallon in city driving. It was to be positioned under the Buick Enclave in pricing.
GM spokesman Jim Hopson told Inside Line that the Buick crossover "is a cousin to the Chevrolet Equinox and GMC Terrain." He added: "The plug-in hybrid system was originally designed for the Saturn Vue. But with Saturn going away, [it] was shifted to Buick."
The crossover was to have been equipped with what Hopson called a "downscaled version" of the advanced lithium-ion battery cells and charging technology in the Chevrolet Volt, "married to a downsized version of [GM's] two-mode hybrid system."
In an unusual lifting of the corporate curtain, Stephens described in detail how the Buick compact crossover came to be axed.
"Last Friday, reaction to the Buick crossover was discussed at the meeting of our Executive Committee, the newly formed group that steers product decisions, and it was decided that if it didn't belong, it didn't belong," he wrote. "Buick crossover canceled. Fritz Henderson, Bob Lutz and I and the rest of the committee decided to take swift action to prevent a potential underperformer from reaching the marketplace."
Stephens pointed out that this is the Buick compact crossover announced a few weeks ago at the Management Briefing Seminars in Traverse City, Michigan, "not the smaller Buick crossover we showed that was playfully referred to as 'the baby Enclave.' "
What does this article mean. . . Are we going to get a Buick Crossover SUV a baby of the Enclave or not? I sure hope so.
adaval says:
08:56 AM, 02/24/2010
I am glad that you decided not to use the Saturn Vue as the new Buick Crossover SUV. I am hoping that the new Buick smaller SUV will live up to the Buick name, in every way. Just because we would like a smaller SUV does not mean we want to give up any of Buick's features. I am a true Buick van, have driven a Buick for a long time, I like the ride, the quietness of a Buick. I had to lease a Chev this time, because I did not want the huge Buick Enclave. A Chev does not come close to a Buick. I so am counting on the new Buick Crossover SUV baby model being on the same plain as the Rendezvous that you did away with. That was the perfect Buick SUV. I wish you would just revive that model and name it what ever you like. Thanks! ! ! !