Opel Insignia may come to America as Buick and Cadillac

Buick Insignia

By Zack Newmark
March 12, 2009 1:30 pm
Filed Under: American, Buick, Cadillac, Corporate/Financial, German, Opel, Rumours

Rumor has it that the Opel Insignia may be on its way to the U.S. The car could take over as either a Buick, replacing the Regal, or even a Cadillac.

Originally picked to replace the Saturn Aura, GM is weighing new options for the Insignia after they dropped Saturn from their roster. As a Buick, the Insignia would have the problem of competing with the Buick LaCrosse. Both vehicles are front-wheel-drive, and use the exact same platform. On the other hand, Buick desperately needs a new model to breathe new life into the brand. Perhaps in the Insignia, they see a vehicle that may attract a younger crowd, including first-time sedan buyers, and new families.

The car also would have benefits to the Cadillac brand, just by virtue of being a front-wheel-drive. Anybody who participates in winter driving conditions knows a rear-wheel-drive Cadillac does not perform at the top of its game. Under a historically luxe label, GM would have the opportunity to jack up the price with premium options like leather, all-wheel-drive, wood trim, adaptive headlights, upgraded seats, lane departure warning, and a variety of other choices.

One thing is for sure: GM will have to make a decision on a relatively quick timetable. The Opel Insignia can only help their U.S. brands.

Source: AutoNews via freep.com

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Tags: Opel Insignia, Buick Regal Sedan

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Comments

AG4

March 12, 2009 5:35 pm

There could be a Cadillac version of the Opel Insignia? What will they call it, the Cadillac Cimarron?

rickyb

March 13, 2009 1:52 pm

(ouch!)

March 12, 2009 5:43 pm

Winter climate drivers is why Cadillac has awd options for the CTS and STS, as well as the crossovers. RWD has helped Cadillac more than hurt it. The sales and critical reaction prove it.

Renegade

March 12, 2009 5:52 pm

Hmm,well Cadillac can use the platform witch is a profitable thing, but make a new body, the sharp Cadillac design has limitless possibilities and looks great, the Buick Regal already exists and it's sold in China, go ahead GM if u have the cash.

Edited by user on March 12, 2009 at 5:59 pm

trspeed600

March 12, 2009 6:02 pm

The car looks good, and could help them get profitable. Go GM!

alamak

March 12, 2009 6:08 pm

here's a scenario; hhmmm.....one day u woke up to your 50th birthday.....life is great, your kids are not staying with you anymore, sex is great(if you r still getting it).....and you said, why don't I go buy myself a Buick Insignia!! That car will make me look younger and even more sexy! duhhh.....a Buick is still a Buick, its not going to attract any younger buyer....

If you a car fans, you know that the Opel Insignia is a good car, but put a Buick badge on it, sorry, not going to attract any younger buyer!!Thanks GM for making such a good car, especially the 5-door Insignia, and killing it at the same by putting a Buick badge on it Stateside.

afterace2

March 12, 2009 7:31 pm

I see Your point, and this is a somehow funny thing, that a simple badge change ruins the image of the car. I think GM's problem is that they actually have no badge suitable for this car (and other Opels) here in US. I mean, Caddy is a cool one, but this car totally doesn't fit this brand. Maybe just introduce Opel brand there?

Migue

March 12, 2009 7:14 pm

Here comes the Catera part II...

archytype

March 12, 2009 8:19 pm

It's the new Lacrosee we are getting without the Asian styling. Just sell the Insignia instead and call is Regal. The Cruze, LaCrosse, Insignia, even the new SRX have the same problem the profile is a bubbly like the Beetle.

Just as Cadillac is making a solid image with cutting edge design, a strong blocky profile, and power with efficiency.

Cozy7

March 13, 2009 12:53 am

It's already on sale in China as the BUICK Regal.

BabyMilo

March 13, 2009 7:39 am

What, how many 'different' cars do they want to make out of one car???

James2911

March 13, 2009 7:47 am

Why don't they call it - *shock horror* - an OPEL INSIGNIA!

Bristol411S3

March 13, 2009 8:29 am

The Inisgnia as a Caddy doesn't make sense. It has none of the styling themes of the other models and treads on the toes of the BLS (although the platform that uses is ancient, admittedly).

fast_lane

March 13, 2009 10:23 am

Either badge this thing as a Buick Regal (and get rid of the Lacrosse), or as a Cadillac. But not BOTH! Badge engineering is what got GM into it's financial mess in the first place.

DieselDog

March 13, 2009 10:25 am

As a kid in Pennsylvania in the 1970's, I remember a few of my neighbor's buying Opel Mantas and Opel GTs from our local Buick dealer. Even at eight years old, I thought the cars were cool. I can visualize the Insigna having a Buick badge slapped on it, but the degin language is too different from that of the current Cadillac family to make sense (doing so runs the risk of diminishing all that work to separate Caddy from Buick, as well as risk the return of the Cimmaron debackle as so many have noted above...). I believe people are tired of "spin" and outright lies. Try outright honesty, for a real change. Say NO to "badge engineering." We we not fooled by 80-year-olds with bad dye jobs. Similarly, we are not fooled by the Cimarron, the Catera, or the VW Routan (SERIOUSLY?!) GM sells Buicks in China and Cadillacs in Europe. Sell Opels here (again). If the product is good, GM will not NEED marketing trickery to get product sold.

rickyb

March 13, 2009 1:54 pm

DON'T DUMMY IT DOWN! If it comes to US on the Opel Insignia platform, make it drive like an Insignia. Don't put traditional Buick (hemmoroid) suspension on it.

tbrodie

March 14, 2009 3:12 am

It kind of all puts the meaninglessness of marques into focus, doesn't it? It's a car, a commodity, with lots of common components; but a brand is what?

DeRay

March 16, 2009 11:09 am

I can honestly say I know a alot of guys 24 - 30yrs of age down south here who buy buicks and make them show cars. Some young people do like buicks maybe you don't see them but down here its not uncommon. I, however, am not a big fan. I thick Cadillac should put the time and effort into developing something fresh instead of putting a different badge on something. But, I understand that is costly and right now they can't afford to spend to much money.

Andres2007

March 22, 2009 1:56 am

I said it before—my comment was deleted... somehow someone found it offensive—but this car, pretty as it is, just doesn't fit into the Cadillac brand. It's like a BMW-styled automobile under the Porsche name. It's just out of the question.