Buick

Buick is a brand of automobile built in the United States, Canada, and China by General Motors Corporation. Buicks are sold in North America, China, Taiwan, and Israel. The name is pronounced "BYOO-ick" (IPA 'bjuIk). more...

History

Buick originated as an independent motor car manufacturer, the Buick Motor Company, incorporated on May 19, 1903 by the Scottish-American David Dunbar Buick (who invented the overhead valve engine on which the company's success was based) in Flint, Michigan. In 1904 the struggling company was taken over by James Whiting, who brought in William C. Durant to manage his new acquisition. Buick himself unwisely sold his stock for a small sum at his departure, and died in very modest circumstances forty years later.

Durant was a natural, however, and Buick soon became the largest car maker in America. Using the profits from this, Durant embarked on a series of several dozen corporate acquisitions, calling his new mega-corporation General Motors.

At first, the different manufacturers who comprised General Motors competed against each other, but Durant put a stop to that. He wanted each General Motors division to target one class of buyer, and in his new scheme Buick was near the top—only the luxurious Cadillac brand had more prestige.

In 1929, the marque launched the Marquette designed to help bridge the price gap between Buick and Oldsmobile, however the Marquette was discontinued in 1930.

Even today, Buick retains that position in the GM lineup. The ideal Buick customer was comfortably off; possibly not quite rich enough to afford a Cadillac or not desiring the ostentation of one, but definitely in the market for a car a cut above the norm.

Speculation exists, however, as to whether GM will repeat its termination of the Oldsmobile by eliminating the Buick brand in order to further cut costs, following the temporary suspension of GM's planned Zeta project to develop new rear wheel drive cars which would have fit the Buick market niche , and the consolidation of Buick, Pontiac, and GMC trucks into a single dealer franchise, which would make it simple to eliminate the Buick brand without leaving any dealers with no product. However, with the development of the Zeta platform apparently still ongoing (including the development of the 2006 VE Holden Commodore), it may be likely that Buick will survive still.

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