CD Article: Buick Allure, 2005-2009

[Erik]

Greg B, do you plan on test driving the new 2010MY Allure? I'd be interested in a comparison from a current owners point of view if the car is still quiet/cushy/comfy enough for your style to consider a new one.

Thanks... it was getting quite tiring dealing with the usual HO anti-GM trolling and Jaeger's mindless meanderings... 

You know, when I first read sirAQUA's reply, I wasn't sure if it wasn't some type of insult... I mean, he seem to imply that you like quiest/cushy/comfy vehicles... as in, boring/coma-inducing/old-farts vehicles! 

Which would also make him just like the average Toyota driver, actually.

[Shnak]

You know, when I first read sirAQUA's reply, I wasn't sure if it wasn't some type of insult... I mean, he seem to imply that you like quiest/cushy/comfy vehicles... as in, boring/coma-inducing/old-farts vehicles! 

Which would also make him just like the average Toyota driver, actually.

I suppose... but to be honest, Toyota's are not very comfortable vehicles; they usually have terrible seats, lots of road noise, especially their lower-end vehicles. But in reality, I think Toyota drivers are first and foremost interested in reliability... I've got a couple of cousins with Corollas, an uncle with a Camry and my grandmother with a Corolla... their main reason for reliability.

People don't buy Buick's with reliability as their first criteria. It's part of the package as they generally do offer good reliability, but they want a big, comfy, well-equipped car that'll cruise well on the highway. My parents will be replacing their Impala with a Lucerne without a couple of years. They've always liked big comfy cars, and the Lucerne is probably the best out there for the price. That's what Buick is about, to me at least.

[TopGun]

.....
But in reality, I think Toyota drivers are first and foremost interested in reliability... I've got a couple of cousins with Corollas, an uncle with a Camry and my grandmother with a Corolla... their main reason for reliability.

People don't buy Buick's with reliability as their first criteria.
.....

Toyota's are the "default" cars with most people I know.

Don't really care about the driving experience?  Just want reliable transportation at the lowest "total" cost possible over 3 or 4 years?  Want to receive praise on your car tastes from other folks that don't know or care what goes on underneath that bonnet?  Toyota builds a car for you!

It's tough to argue the "total" cost factor...the largest chunk is depreciation...and that's determined by the market...not necessarily facts.

BMWs do really well in the total cost department as well...and I would call them anything but reliable over the long haul.

[Shnak]

.....
But in reality, I think Toyota drivers are first and foremost interested in reliability... I've got a couple of cousins with Corollas, an uncle with a Camry and my grandmother with a Corolla... their main reason for reliability.

People don't buy Buick's with reliability as their first criteria.
.....

Toyota's are the "default" cars with most people I know.

That's a great way to put it... Buying Toyota's have become no-brainers for many buyers. I wonder if that perception is starting to change now that other companies are starting to catch up (Hyundai/Kia come to mind, not sure why! ) in terms of reliability and overall quality... Also, Toyota hasn't demonstrated perfect quality with its recent models... truck frames problems, Echo/Yaris floors rusting, engine sludge problem, recent transmission problems, hiding evidence, etc. They've had a good run for public perception, but I think all of this stuff will catch up with them sooner than later.

[Honda Owner]

Good points. Toyota cars are like a Sears fridge; they do their jobs with no fuss for years. Corollas here are almost always driven by women who don't give a darn about cars but want something that is reliable and easy to drive. There is a little brand consciousness in the mix, too.

For fun I check the price on a 2009 Corolla LE, loaded. The lease was $331 a month, all taxes in. That is a screaming deal for such a car and it is no wonder Toyota moves so many of them. I have driven a 2008 Corolla for a week. Frankly I didn't like it. The driving position was not good for a tall person like me and the interior was cheap. But these cars are cheap! You want an Audi interior? Well, you are not going to get it in a $17k Toyota.

On the other hand if you want a good, comfortable car to cruise across the the prairie that has a reasonable price, the Allure is a good bet, especially the older ones with the 3.8 lite and 4 speed auto, both of which are practically indestructible.

There is more than one kind of car because there is more than one kind of driving situation in a country as large as Canada. A Buick would be great in Alberta but here, with our congested roads, lack or freeways and tight parking, an Allure would be akin to trying to roller skate in a buffalo herd. It is just to large and heavy, which is the reason there are not many in these parts.

[vdk]

$331 a month for a 'Rolla is a lot of coin.. Leases aren't exactly Toyota's strong point.

[Honda Owner]

$331 a month for a 'Rolla is a lot of coin

That is a loaded LE. I don't think that is a lot of money to drive a new car.

[sirAQUAMAN64]

Greg B, do you plan on test driving the new 2010MY Allure? I'd be interested in a comparison from a current owners point of view if the car is still quiet/cushy/comfy enough for your style to consider a new one.

Thanks... it was getting quite tiring dealing with the usual HO anti-GM trolling and Jaeger's mindless meanderings... 

You know, when I first read sirAQUA's reply, I wasn't sure if it wasn't some type of insult... I mean, he seem to imply that you like quiest/cushy/comfy vehicles... as in, boring/coma-inducing/old-farts vehicles! 

Which would also make him just like the average Toyota driver, actually.

Wasn't an insult.

My observation is I'm not sure who the new Allure will appeal to until Buick breaks through their current image. It's more expensive than mainsteam family sedans now, so the potential for sales volume is lessened right off the bat. The wood interior and light schemes are more 'mature' (granted the black interior is more modern) so don't expect a far younger audience. The car in general is large but smartly sculpted with high end touches, so does look luxurious but is not exactly sporty - however again Lexus sells plenty of ES's with similar attributes and MOST people would take a comfy quiet car over a sporty one, badge snobbery aside. On that subject the Allure is less cushy and a tad more harsh than before, and the seat cushions pretty short, so will Buick traditionalists be turned off by that and the multitude of buttons inside the cabin? Then we have the grandpa badge affixed to the car. Buick needs to satisfy their traditional loyal older demographic, while also appealing to younger buyers which in turn with well executed and desireable products will work over time to change brand perception, but it certainly won't be done overnight.

Just the word 'Buick' itself sounds old. It's hard to separate perception and experiences from word association. And the brown used in Buick ads really doesn't help. It does create a premium image, but not one a 30 or 40 year old would aspire to (know they're not going for teens and 20 year olds). To top it all off, the name in Canada is different from that in the US so general awareness will be a problem.

So seems to be a fantastic vehicle that hits the right targets, but saddled with disadvantages mainly with brand perception that need to be overcome. And with 'Buick' I'm afraid that'll take one heck of a long time. On the positive, I do think a good number of people can bring themselves to spend $40+ on a Buick with not much thought put toward it - they're certainly doing it with Enclave. And with vastly improved product all Buick really needs is higher consideration.

Think they should do an ad campaign play on JT titled "We're bringing Buick back" 

[Shnak]

^^^^ Good post.

As I said earlier, my parents are eyeing the Lucerne as a replacement for their Impala in a couple of years... I'm sure they'll find a 1 or 2 year old Lucerne with low mileage for mid-20's... They almost bought a used Lucerne about a year ago instead of the Impala, but opted for the cheaper Impala for now. They say they like the Impala but kind of wished they had gone for the Lucerne instead because they're missing some luxuries they had in their Intrepid before, notably the outside temperature gage...

But yeah, I certainly see my parents buying Buick cars from now on... they like big and comfy cruisers... from as far back as I can remember, they've always had big cars.

[sirAQUAMAN64]

But yeah, I certainly see my parents buying Buick cars from now on... they like big and comfy cruisers... from as far back as I can remember, they've always had big cars.

And I don't think there's anything wrong with that. Big comfy cruisers haven't been the issue. Problem has been, Buicks haven't been up to snuff in overall design, technology, styling, or - debateable - perceived quality. So their image tanked through the years. People at least know the brand, but have a negative association after all these years.

Seems Buick is trying to distance itself from its roots to appeal to more buyers, but I wonder if just building the same values in vehicles far better than they have in the past and offering greater selection of models wouldn't get them further ahead and make the marque more distinctive in the marketplace.

[Shnak]

But yeah, I certainly see my parents buying Buick cars from now on... they like big and comfy cruisers... from as far back as I can remember, they've always had big cars.

And I don't think there's anything wrong with that. Big comfy cruisers haven't been the issue. Problem has been, Buicks haven't been up to snuff in overall design, technology, styling, or - debateable - perceived quality. So their image tanked through the years. People at least know the brand, but have a negative association after all these years.

Correct me if I'm wrong, but I thought Buick was amongst the top brands in perceived quality surveys, even when the rest of GM of tanking towards the bottom of those surveys?

I myself have always had a generally good perception of Buick in terms of quality/dependability... Of course, their designs haven't always been the most exciting, and they are what they are in terms of drive quality, but quality-wise, I never really thought that they had major problems (as long as you picked the right powertrain options, that is).

[Erik]

But yeah, I certainly see my parents buying Buick cars from now on... they like big and comfy cruisers... from as far back as I can remember, they've always had big cars.

And I don't think there's anything wrong with that. Big comfy cruisers haven't been the issue. Problem has been, Buicks haven't been up to snuff in overall design, technology, styling, or - debateable - perceived quality. So their image tanked through the years. People at least know the brand, but have a negative association after all these years.

Correct me if I'm wrong, but I thought Buick was amongst the top brands in perceived quality surveys, even when the rest of GM of tanking towards the bottom of those surveys?

I myself have always had a generally good perception of Buick in terms of quality/dependability... Of course, their designs haven't always been the most exciting, and they are what they are in terms of drive quality, but quality-wise, I never really thought that they had major problems (as long as you picked the right powertrain options, that is).

I agree with Shnak (oddly enough!)
I don't think there is a huge problem with perception in Buicks target market. I think their product value and design suffered some compared to the competition, so recovering interest with good product shouldn't be too hard. As long as the product is good...

[ovr50]

http://www.canadiandriver.com/2009/09/03/gm-to-rename-buick-allure-in-canada.htm

So there, Quebec...!!! 

[TopGun]

http://www.canadiandriver.com/2009/09/03/gm-to-rename-buick-allure-in-canada.htm

Good move.

[Greg B.]

Hey, maybe that means I have a collector's item! I can take it to Barrett-Jackson in a few years and sell it for big bucks to some rich American now... 

[Honda Owner]

Well, that particular model would certainly have some real Allure for rich American collectors....