Luxury has been an elusive quarry for U.S. automakers. Chrysler abandoned the segment years ago. Lincoln has little momentum. Only Cadillac shows signs of life.
Now comes Buick. As it begins its second century, Buick wants to move upscale, filling a premium void left as Cadillac reaches for the highest levels of luxury and performance.
GM must resist the temptation to cut corners on Buick. As Jaguar learned the hard way with the X-Type - a Ford Mondeo in fancy clothes - you can't fake it.
Yes, GM has many product mouths to feed. But the fact remains: A comeback at Buick requires creativity and cash.