1969 Buick Skylark on 2040-cars

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Looking back at how and why GM saved Buick

Still uncomfortably fresh in our collective minds is 2008, the year when the US economy tanked, auto sales collapsed, and both General Motors and Chrysler endured federally managed bankruptcies. Then 2009, when, among other draconian measures, the government task forces dictating what they were compelled to do to earn taxpayer financial support ordered thousands of dealers cut and GM to discontinue four of its eight US brands. Three of those chosen for GM's axe were fairly obvious: off-road icon Hummer had become politically incorrect, Swedish-born Saab was a perennial money loser, and product-starved Saturn had sadly sagged after its strong early start. On the other hand, high-volume value brand Chevrolet, luxury Cadillac, and high-profit GMC seemed clear keepers. That left Pontiac and Buick, both boasting strong brand heritage and histories but both languishing at the time with lackluster image and sales. Most believed that "old man's car" Buick would be killed and once-youthful Pontiac and its performance image would be revived. So few understood why when exactly the opposite happened: Buick lived, Pontiac died. One key factor was Buick's long, distinguished history in China. In the early 20th century, many of that country's most influential citizens owned, drove, or were driven in Buicks. By 1930, one out of every six cars on the roads in Shanghai was a Buick. So when GM launched vehicle production at a Shanghai joint-venture plant in 1999, the chosen brand was Buick. Today it remains GM's best-selling brand in that fast-growing market. Another was an appealing new design direction that began with a shapely 2006 three-row crossover concept called Enclave. Inspired by the Buick Velite concept convertible of 2004, its curvaceous "form vocabulary," GM Design vice president Ed Welburn said at the time, previewed coming Buick production car and CUV design. "The body shape flows, like there's wind blowing over it," he enthused, adding that the Enclave concept's richly trimmed cabin foretold "a renaissance in interior design for GM." And when the production Enclave arrived for 2008, followed by platform siblings from Saturn and GMC (and later Chevrolet), it indeed caught the public's eye and started selling well. And once past GM's painful and embarrassing bankruptcy, Buick has been on a major roll. Continuing to sell strongly in China while growing substantially in the US, it has enjoyed four straight years of global sales records.

Junkyard Gem: 1957 Buick Special Riviera Sedan

While I find plenty of 1950s Detroit cars in quick-inventory-turnover self-service wrecking yards during my travels, they tend to be the ordinary post sedans that were built by the millions during the heyday of the three-on-the-tree manual transmission and nuclear-attack symbols on car radios. The more sought-after convertibles, coupes, and four-door hardtops are tougher to find in such yards, which makes today's 1957 Buick Special Riviera in a yard in northeastern Colorado an A-List Junkyard Gem. During the late 1950s, the Special ranked at the bottom of the Buick prestige hierarchy just below the more upscale Super and Century. Of course, this was the era of Alfred Sloan's "Ladder of Success" and the lowliest Special outranked even the nicest Olds Ninety-Eight on the Swank-O-Meter. If you were the Buick-driving Joneses and your neighbors had proletarian Chevrolets, aspirational Pontiacs, or petit-bourgeois Oldsmobiles, they were failing to keep up with you… but then you'd see a new Cadillac and feel intense envy for your victorious rival. The Ladder of Success collapsed later on, when the top-trim-level Chevy Caprices began to compete against their Cadillac Calais big brother, but it was still standing tall in 1957. The Riviera name ended up being used for its own distinct model starting in 1963 and continuing nearly into our current century, but in 1957 it was a trim level designation, used to indicate a Century or Special sedan with the then-radical pillarless hardtop design. This car listed at $2,780, which comes to a cool $27,630 in 2021 dollars. That price included the 364-cubic-inch (6.0-liter) Buick Nailhead V8 engine, rated at 250 horsepower and enough torque to peel 1957's rock-hard bias-ply tires right off their rims. The Special had a three-on-the-tree column-shift manual as standard equipment, but the original buyer of this car sprang for the extra $220 ($2,185 today) to get the Dynaflow transmission. While the shift indicator looks just like the ones on GM cars equipped with the two-speed Powerglide, the Dynaflow was an odd beast used only in Buicks; while it had gears for two forward speeds, the driver had to select low gear manually. Otherwise, a complex torque converter rig provided an experience something like today's CVTs (though with better smoothness and much more wasted power), in which the car stayed in high gear all the time and used the torque converter to multiply as needed.

Why Buick's future lies in China

Back in the last half of 2008 and into 2009, when General Motors was looking at too much capacity for too few customers, when it was running out of money and needing to go to the governments of the US and Canada and to the UAW for financial support, its management team was pretty much instructed by the feds to focus resources on what would create the best likelihood for a return on the investments and guarantees that it was getting. Things needed to be cut, and not just the corporate air fleet. This led to the elimination of Saturn, Hummer and Pontiac and the sale of Saab to Spyker. What remained of GM's North American brand portfolio was Chevrolet, Buick, Cadillac, and GMC. (Oldsmobile had been shuttered in 2004.) There were a variety of opinions regarding which brands GM should keep/lose during the midst of the Great Recession. Some thought GMC should be axed, but then it was pointed out that GMC essentially produced high-content Chevys, which resulted in fantastic transaction costs. Lots of money in the back of those pickups. Others thought Buick should be eliminated. The rationale was: Chevy was the mass-market brand, Cadillac was the luxury brand, and GMC helped leverage the company's investment in trucks. (Yes, even back then the F-Series was winning the pickup sales race, so it was always a matter of adding Silverado and Sierra sales to show that GM was solidly in the game.) So what was Buick? Better than Chevy but not as good as a Cadillac? Somehow that doesn't seem to be a particularly aspirational position to hold. But Buick's identity didn't need to be worked out in 2008-09 because there was a single compelling reason to keep it: China. According to official GM history, Pu Yi, the last emperor of China, Dr. Sun Yat-sen, the first provisional president of China, and Zhou Enlai, a Chinese premier, "Either owned, drove or were driven in Buick automobiles." What's more: "According to statistics from the Shanghai government, in 1930 one out of every six cars on the city's roads was a Buick." Which is to say that Buick got to China early and has a major presence in that market. When the Regal Sportback and Regal TourX were being unveiled at the GM Design Dome the first week of April, Duncan Aldred, vice president of Global Buick, gave a briefing of Buick's place on the automotive landscape.