We can expect the relationship between Buick and Opel to grow stronger in the next few years, which means more Opel’s will arrive in the US under the Buick brand.
Buick’s lineup has gone through a major reformation in the past few years. The transition from a stodgy brand that was geared more towards the retired generation to today’s more stylish models is largely thanks to GM’s European brand, Opel. The Buick Verano, Regal and Encore models are all re-badged Opel models that have brought a bit more excitement to the brand. Opel fans in the U.S. will be glad to hear that the relationship between the two brands will continue in the future.
GM CEO Dan Akerson has revealed that the relationship between the two brands will grow even stronger in the next few years. “What we’re trying to do is bring together the product development teams much more closely,” Akerson said, so that “there will be all sorts of synergies, I believe, between Opel-Vauxhall and Buick.
The first rebadged Opel to arrive under the Buick brand was the Opel Insignia, which arrived as the 2011 Regal. Prior to the 2011 Regal, Opel’s were sold in the US under the Saturn brand. Since the demise of Saturn and the arrival of the 2011 Regal, Opel has also given the Buick brand the Verano, which is a rebadged Opel Astra and the Encore, which is known as the Opel Mokka in Europe.
By bringing Opel-Vauxhaull and Buick closer to together, GM will be able to save some of its development costs. “We think we can take costs out that way,” he said. “You’ve got to change the rules of the game in Europe — we do — because of where we are today.”
Since 1999 GM has lost GM lost $18 billion in Europe and last year alone the automaker lost $1.8 billion.