2004 Buick Review

Specifications

Buick Builds an Image Enhancer

I cant remember the last time I lusted after a new Buick, if ever. Im too young to have been aware of the 63 Riviera when it came on the scene, having been born the same year, but nevertheless Ive since slotted it in as one of my favorite domestic cars of all time. The 1988 to 1991 Reatta caught my attention when it debuted, but unlike the first Riv, it wasnt one hundred percent right. Not like the new Velite Concept.

The new Velite is one hundred percent right? Well, being that I couldnt get close enough to it after its introduction to make such an all-inclusive statement, I wont commit that far. Still, for the first time in a long time Buick has captured the spirit of motoring in a very intoxicating way.

After all, when General Motors announced that Oldsmobile was to be fazed out of production, a common joke being bantered about the office went something like this: While none of us would be able to buy our fathers Oldsmobiles anymore, at least wed still be able to purchase our grandfathers Buicks.

Now that a couple of years have passed, for some unexplained reason its still possible to buy a new Oldsmobile, and despite new SUV and crossover models bearing the Buick badge its still the nameplate of choice by the octogenarian set. Even the new LaCrosse is about as conservative as any new car in its class. While its very nice, and sleek for Buicks standards, the brands designers didnt exactly stray too far from convention.

But the same customers the LaCrosse is designed to attract were those who once saw the GM division as one of the most desirable domestic brands, back when Roadmasters, Rivieras and Wildcats ruled the roadways. Such were the last of the glory days.

Attempting to generate the same emotional pull that such classic models did in the 1950s and 60s, Buick was one of the first GM divisions to show a concept roadster in recent years, back in 2002. The Bengal was a gorgeous styling exercise, causing a great deal of interest from the press and show-going consumers alike. But like the Reatta before it the Bengal only featured two seats, a sure sign of an early death in practical Buick circles.

The Velite, a much more pragmatic four-seat convertible, looked impressive on its turntable after being introduced at the New York International Auto Show earlier this month. And it seems GM has high hopes for something similar to find its way to production.

“Velite is a new expression of Buicks longstanding heritage in understated yet sophisticated design,” stated Anne Asensio, Executive Director GM Advanced Design. “While certainly an expression of premium American style, the Velites impressive stance and overall presence emphasize a sumptuous driving experience that further pushes Buick on to the center of the world stage of luxurious touring cars.”

While reports of a new Buick convertible based on GMs Kappa architecture have been milling around since Pontiac introduced its upcoming Solstice roadster, the truth of the matter is the new concept is underpinned by GM of Australias rear- and all-wheel drive Zeta platform. Initially developed for the Holden VE Commodore sedan and first shown to the public in Frankfurt as the Opel Insignia concept, Zeta will also be the basis for the upcoming Deville replacement expected to be called the DTS. If thats not worldly enough for you, the Velite was designed in Michigan and constructed by Bertone of Italy.

Its brand heritage is clearly evident in the waterfall grille as well as the fender portholes. The hood tilts forward similar to historical GT cars, while the clamshell rear decklid, which opens up in reverse in order to consume the soft top when lowered, is reminiscent of some boattail designs Buick offered up in the 1930s. Its 20-inch front and 21-inch rear wheels combine with short overhangs for a more aggressive stance than any previous Buick.

The vertical headlamps are not only design statements all on their own, but by incorporating X-Beam technology allow the use of a smaller lens while upping their luminous intensity by 44 percent over traditional reflector headlamps. The taillamps include X-beam technology as well, that have been designed with respect to Buicks first concept vehicle and first convertible, the legendary 1938 Y-Job.

“The Velite has a presence that conveys confident power,” stated Sang Yup Lee, exterior designer. “Its a fresh, contemporary design that not only hints at Buicks design direction, but speaks the language of modern design trends around the globe - a statement of strength through elegance, not extravagance.”

The same low key, relaxed contemporary approach taken to the Velites exterior design is duplicated inside. Buick combines what look to be extremely high-quality materials with warm indirect lighting to create a “jazz lounge” ambience, or so the brands press materials state. Like Buicks of yesteryear, loveseat-like rear quarters make riding shotgun second-class, but being a new interpretation of a classic design the intimate atmosphere also includes heating, ventilation and air-conditioning controls for rear-seat passengers to heat up or cool off depending on the mood.

Three shades of leather, Bronze Pearl, Iceberg Blue, and Woven Tan, work together with Gold Leaf Lacquer highlighting the interior including the door handles and shift knob in place of wood, ironically more typical in Asian cultures than domestic luxury cars. Of course the Velite features leather seats, and Buick assures all other surface materials are of high tactile quality.

“Everything from the colors to the shape and feel of the upholstery was designed to provide a rich, relaxing and romantic environment,” stated interior designer Bryan Priebe. “The Velite is a respite from the outside world and invites human interaction.”

Putting power to the rear wheels is an “experimental” twin-turbocharged, intercooled global 3.6-liter DOHC V6 that delivers a maximum of 400 horsepower and 400 lb-ft of torque, similar to what Buick used in last years Centieme. The sophisticated engine is derived from GMs new engine family, sporting variable valve timing for increased performance, enhanced fuel economy and better emissions.

Unlike the Centieme that only featured a 4-speed automatic transmission, Buick connects a Hydra-Matic 6L80-E 6-speed, rear-wheel-drive automatic transmission to the Velites powerful engine, sporting sequential tap-shift gear selection.

“The strength of the powertrain is the necessary complement to the Velites powerful design statement,” commented Tom Peters, Buick Velites chief designer. “Its premium performance to go with a contemporary, muscular presence.”

A car such as the Velite, joining a rejuvenated lineup of new models that should shortly include a revised Rendezvous roughly based on the Centieme concept crossover, as well as the previously mentioned LaCrosse midsize sedan that replaces the current Regal and Century, would see Buick directly targeting Toyotas upscale Lexus brand.

Isnt Cadillac GMs upscale Lexus killer? Yes and no. While the Cadillac brand has decidedly gone upscale its art meets science new-edge design philosophy has its sights more squarely set on Audi and BMW, rather than conservative Lexus.

But as enticing as the new Velite is, dont expect it to do battle with Lexus SC 430 roadster anytime soon. According to sources within the company, Buick wont be able to bring the Zeta based convertible to market until 2007 at the earliest, as a 2008 model.

Before that a large luxury sedan will roll out on the Zeta platform, while new Pontiac Grand Prix and GTO models are scheduled for the following year. Either 2008 or 2009 will see a new rear-wheel drive Chevrolet coupe and convertible everyone hopes will be the next-generation Camaro, while a completely revised Impala is expected in 2009 - obviously two generations from the car currently looking in dire need of a redo. The following year an all-new Monte Carlo will be based on Holdens Zeta architecture.

While Zeta platform has been designed primarily for rear-wheel drive applications, it could also feature an optional all-wheel drive configuration similar to the system shown on the new STS. It also has the capability of accommodating both V6 and V8 drivetrains, and various wheelbase lengths. Most likely, however, the Velite will come to market only with rear-drive and V8 power.

Where will it be built? Word has it up to 400,000 new Zeta cars could be produced each year, with more than 200,000 built at GMs Oshawa, Ontario facility that currently produces the Buick Century and Regal models. In 2002 a total of 215,727 units made it to the end of the Canadian plants assembly line. New Zeta models are expected to begin production in late 2006.

Of course, the Velites future is not set in stone. A lot could happen between now and 2007 that we cant possibly foresee. Government mandates could interfere, general economic issues, and for that matter the Velite could look decidedly outdated in three years time.

But I have my doubts about that last point, as the concept shown in Manhattan is extremely progressive for Buick. Yet, as wonderfully daring as it is, I have one issue with the car. Why name it after an elite class of soldiers in Napoleons army? While the Velite troops were known for their ability to move stealthily with great speed, conjuring up images of the miserable Frenchman and his world dominating cause hardly seems politically correct, especially during a time when Americans are still boycotting French wine and cheese. Who knows, maybe GM will name their next luxury sedan the Republican Guard. Chevrolet already pays homage to Hitlers SS - OK, that last remark was about as callous as the French Canadian interpretation of LaCrosse (see news archives, October 25, 2003:
Whats In a Name? GM Embarrassed over LaCrosse).

Naming debacles aside, the Velite is an extremely handsome convertible that would go far to improve Buicks tired and outdated image.

“Theres an edge to the vehicle, more than is reflected in its sculpted bodywork,” added Peters. “Its a forward-looking vehicle that not only stands for Buick in America, but how American style, performance and prestige resonate in a contemporary, global form.”

If GM decides not to build the new convertible, at the very least its attractive design language should inspire future production Buicks. Still, the highly romantic Velite should be built, only minus the reminders of Frances dictatorial regime.