Author: Dave VanderWerp

Buick’s competitive new products—starting with the Enclave and now the LaCrosse and brand-new Regal—far exceed the brand’s former perception of building roly-poly barges for the retiree crowd. Speaking of the age thing, this recent product push has helped; Buick’s average customer in the U.S. is now 65 years old versus 72 just a short while ago. This may sound ancient compared to the usual marketing spiel about appealing to the young, hip, active-lifestyle crowd (never mind that these people don’t tend to have the money to actually buy a new car). But as the director of Buick marketing, Craig Bierley, points out, the average age of any U.S. new-car buyer is 54, due to an aging population of boomers; in fact, this number has steadily increased over the past five years.

By the way, the situation couldn’t be more different than in Buick’s largest market, China, where the brand is perceived as fashionable and the average age of its customers is an enviable 32.

The Buick team wisely acknowledges that product is king—of which substantially more will be coming in the near future—but is also continuing a significant and sustained advertising budget to help people see the light. The plan appears to be working, too, as focus groups are showing a much-improved view of the latest cars. A series of questions that marketers refer to as the “purchase funnel” starts out by asking broad questions such as, “Have you ever heard of Buick?”, followed up with more and more detailed queries leading to “Would you rate the LaCrosse as excellent?” (that is, if they already have first-hand experience with the product). The previous LaCrosse received “excellent” ratings just eight percent of the time versus well over 20 percent for the new car (for reference, the best brands receive “excellent” ratings from about 40 percent of respondents). This tripling in the past year is an all-time record among GM brands.

Interestingly, Bierley says that it was more than simply Buick’s importance in China that kept it alive post-bankruptcy, whereas Pontiac was dropped. He explains that consumer data shows that Buick doesn’t, in fact, have a negative brand perspective. It’s simply that most people believe the brand’s cars are appropriate for their parents or grandparents and not for them. This perception, he says, is far easier to fix than Pontiac’s predicament. It turns out the excitement division often received such glamorous feedback from clinics as being thought of as cars for “white trash.” We’re no marketing experts, but that does sound pretty dire.

Related posts:

1. Buick Will Do Away With Trim Levels in 2012
2. Next Up From Buick: Smaller Sedan and Compact SUV
3. Buick to Launch Four New Models in 24 Months

Following the LaCrosse and brand-new, not-even-quite-on-sale-yet Regal, Buick is planning a slew of new products, far more than ever before. On the recent Regal launch—which, incidentally, involved flying to China to witness its impressive presence there and then on to Germany, where the car was developed—we got the Buick team to talk a bit about future product (hey, we had plenty of time, after all). According to Buick marketing director Craig Bierley, the goal going forward is the “timeless proposition of understated luxury.” This means Lexus-like interiors and execution with Acura-grade driving dynamics. Well, with “a little less harshness” than Acura, says Bierley.

First on the list is a compact sedan, ostensibly built on the Chevy Cruze platform, although the Buick guys promise unique styling and a different powertrain, as well. Bierley promises that “you’d be hard pressed to know they’re on the same architecture.” We’ve heard this kind of talk before and have been thoroughly underwhelmed by the subsequent badge-engineering, but we hope he’s right. It will also receive an all-new name, not one from the brand’s past (Skylark was considered, we’re told, but the last one was so ugly and forgettable that the company is hesitant to employ the name again). Bierley also states—and we agree—that the LaCrosse is skewed more towards ride while the Regal leans toward handling, and continues by saying that the new small sedan will be even more sporty and handling-oriented. Call us intrigued, particularly considering how competent the Regal is. Expect Buick’s third sedan to be on sale sometime next year.

Next is a compact crossover, likely due in 2012. Less was divulged about the SUV, but it will be smaller than, and will therefore not share a platform with, the Chevy Equinox and GMC Terrain. Buick points out that its current lineup of two large sedans (Lucerne and LaCrosse) and a large SUV (Enclave) technically only competes with 14 percent of the new-car market in the U.S. By 2012, after the mid-size Regal and the new compact sedan and crossover, they estimate that Buick will compete with 46 percent of the market. Then, in the 2014–2015 timeframe, after various other unnamed products are launched, Buick expects to be present in some 60 percent of segments by sales.

Related posts:

1. Buick Confirms Regal as Next Mid-Size Sedan – Car News
2. Buick Will Do Away With Trim Levels in 2012
3. Buick to Launch Four New Models in 24 Months

Every design is inspired by something, but certain Chinese makers still can’t seem to difference between inspiration and full-on carbon copy of another automaker’s cars. Case in point is Huanghai Auto, who displayed nothing but shameless copies of well-known machinery. On its stand were a Mercedes ML ripoff, a Lexus RX lookalike (above), and even a Chevy Colorado clone (below).

That last one is a head-scratcher. Can’t the company at least pick compelling vehicles to copy?

Perhaps taking the award for the shakiest long-term business outlook is Longbo Hummer, which had no fewer than seven soon-to-be-deceased H2s on its stand sporting various modifications, from giant wheels and scissor doors to limo-like stretching and various other customizations. Sure, the company modifies other vehicles, too, but the future isn’t bright for its division dedicated solely to GM’s box on wheels.

This thing will seriously stop you in your tracks. From the side, it’s a faithful representation of a Rolls-Royce Phantom, only this beast looks even larger than the mammoth Rolls—we didn’t think that was possible. The front, however, is stuck in the 1950s, which is when FAW, a state-owned automaker, began producing cars for its dignitaries.

The S11 is clearly inspired by the Ferrari Enzo in the front, it has an R8-like sideblade, and Ferrari-esque taillights. And—get this—from 50 feet it didn’t even look that bad. Upon closer inspection the panel gaps and fits—particularly surrounding the taillights—were pretty egregious, and its doors resisted mightily when we tried to slam them closed. We then noticed that this “sports car” is packing a mid-mounted Mitsubishi 2.4-liter four-cylinder and a five-speed manual, which doesn’t exactly live up to the expectations set by its design.

Hmm, wonder where Lifan Motors got the idea for the paint scheme for its Tim320 model. It one-ups the Mini in whimsical customization, though, with pink seat and steering wheel covers.

Lastly, we guess this shouldn’t have been surprising given China’s population of 1.3 billion, but being packed elbow to elbow while perusing the show introduced us to the way things work around here. It’s in no way mean-spirited, but people are not shy about giving a nudge in order to get where they’re going. And sometimes it feels more violent than that. This is the most crowded auto show we’ve ever been to, and I think I’ve received fewer elbows while playing post in pickup basketball.

Related posts:

1. Beer Goggles at the 2008 Beijing Auto Show: 5 Chinese Cars Ready for America
2. 2009 Audi Q5 Launches in Beijing, Exclusive Info and Photos on the Next-Gen MMI System

At the recent launch of the Lamborghini Gallardo LP570-4 Superleggera, we sat down with Maurizio Reggiani, the director of research and development at the extroverted supercar maker, to get a read on what to expect from Sant’Agata Bolognese over the next few years.

First off, it’s worth noting that the company reorganized its priorities in 2007. Prior to that, they were design, top speed, acceleration, and handling—in that order. But now, citing the fact that there’s really nowhere to explore its cars’ 200-mph-plus speeds, handling and top speed have switched places, so the order looks like this:

1. Design

2. Handling

3. Acceleration

4. Top Speed

You’ll notice that fuel economy didn’t make the top four, but it will be a major focus for the company over the next five years (and probably longer). After all, 550-plus-hp cars and stricter fuel-efficiency regulations don’t tend to jibe very well.

In Europe, Lamborghini has special dispensation as a small automaker to reduce its cars’ CO2 output by 35 percent between 2007 and 2015, rather than meet dramatically stricter regulations in place for larger manufacturers. For the U.S., Reggiani tells us that’s it’s still up to the EPA to decide whether Lamborghini will have to meet fuel-economy hurdles as an individual company, or whether it will be held to one overall figure based on an average of all the VW Group brands sold here.

Twenty percent of the total 35-percent reduction in CO2 mentioned has already been achieved, largely due to fitting direct injection to the Gallardo’s V-10 when the LP560-4 model was launched. But the next 15 percent is much harder, says Reggiani. Further gains will come from additional increases in engine efficiency, such as friction reduction, and plan on direct injection appearing on the company’s V-12 when the Murciélago replacement launches. (That should happen in the next 12 to 18 months.) Lamborghini is somewhat surprisingly working on far more mainstream technologies, too, such as stop/start capability to thrift fuel in urban settings, cylinder deactivation—so that both the V-10 and the V-12 can operate on half as many cylinders—E85 compatibility, and possibly even a mild-hybrid solution. Against the pervasive trend in the industry, Reggiani says that there are no plans for forced induction at this point. Although that certainly is one way to reduce emissions, he says the company simply isn’t willing to sacrifice either engine’s fabulous linearity or their awe-inspiring wail. In short, the naturally aspirated V-10 and V-12 will continue.

Weight-Loss Strategy to Include More Carbon Fiber

Reggiani says Lambo is determined to offset any weight gains, particularly from a hybrid system, by reductions elsewhere in the car. Future cars “have to be lighter,” he says. To that end, he believes carbon fiber will be the major enabler of the weight-reduction goal, as witnessed by Lamborghini’s recent collaboration with the University of Washington and Boeing to create the ACSL, or Automobili Lamborghini Composite Structures Laboratory. The purpose of the lab is to leverage the aerospace industry’s extensive carbon-fiber experience to find even more efficient ways to use it in automobiles. Reggiani cites studies predicting that the cost of carbon fiber will decline significantly by the 2012–2014 timeframe, at which point it’s predicted to be no more expensive than aluminum. By then, he wants to have come up with more creative ways of using the stuff, as its material properties, unlike those of aluminum, can be changed dramatically based on construction and shape.

How about getting rid of all-wheel drive as a weight reducer? Not likely. “You have to put the power to the ground,” Reggiani says, “and when the tires are a-spinning all the time, you lose out on acceleration.” (See company priority No. 3). Certainly all-wheel drive is a major enabler of blistering standing-start acceleration, which is how the Gallardo LP570-4 Superleggera is predicted to hurl to 60 mph in 2.9 seconds. Plus, Lamborghini prefers four-wheel traction for racetrack situations, too, where it certainly makes its cars more goof-proof and easier to safely exploit, although we generally prefer hairier rear-drivers on-track.

Et Tu, Lamborghini?

We pointed out that Lambo’s Italian neighbors, Ferrari, have basically abandoned the use of manual transmissions, and Reggiani concedes that Lamborghini likely will eventually follow suit; he says manual transmissions are fitted to less than five percent of the firm’s cars. Although he’s still somewhat defensive about the common belief that dual-clutch automated manuals with seven speeds or more—such as Porsche’s PDK—are necessarily better than Lambo’s six-speed single-clutch unit. He says Lamborghini is opposed to unequal gear steps, such as Porsche’s thrifty and ultra-tall seventh ratio, and also makes note that the Porsche gearbox is roughly 50 pounds heavier than the Lambo six-speed. But we tend to side with Porsche on this one—use gears one through six for acceleration, and reserve seventh as purely for fuel economy.

Lamborghinis with cylinder deactivation, the exclusive use of automatics, and stop/start functionality? If anything, this proves that the automotive future will be anything but business as usual.

Related posts:

1. Audi Says Car Prices Will Rise With Efficiency
2. Mazda’s Efficiency Strategy to Include Stop/Start, Energy Regeneration, Diesel, and More – Car News
3. Lamborghini Estoque Concept – Auto Shows