Buick

Buick: From Early Innovations to Luxury Cars, and Beyond

Buick was founded by David Buick in 1903, but it was Will Durant who transformed it into a top-selling car brand in the early 1900s. Known for its powerful engine, technology innovations, and speed, Buick became associated with upscale luxury and hot-rod performance and looks. It introduced the first V6 engine in production vehicles, the first four-wheel brakes, and the unique pillarless hardtop, that drew on the popularity of its convertible lines.

In the 1980s, Buick had a big success with luxury sedans such as the LeSabre and Regal, which were popular for their comfort and engine power. In the 1990s, however, Buick became thought of as an old person's car due to its reliability and conservatively posh looks. To attract a more youthful market, Buick has rebranded its traditional sedan names as Lucerne and LaCrosse, and introduced new models such as the Terazza minivan and two SUVs, the mid-size Rainier and crossover Rendezvous, which will be replaced by the Enclave in 2008.

Today, Buick is aiming to reestablish itself as a performance car brand. The traditional Buick oval grille has been replaced, but the Tri-Shield remains. Buick is looking to appeal to younger buyers while still maintaining the luxury car feel that has been associated with the brand for many years. Buick hopes to continue its legacy of innovation and reliability, while also appealing to a wider range of customers.