Buick is one of, if not the, most successful and well-known ‘import’ car brand in China. GM has reaped the rewards of investing heavily in China so clearly, there’s some logic in taking the brand into the Crossover/SUV space, a market that’s set to mushroom in the next few years. Yet this Buick concept confused many observers, including us. It’s not bad, per-se, yet nor, crucially, does it bring anything new or innovative to the SUV concept party. Most worryingly it also fails to feel in any way authentically Buick.
Strip the clumsily-resolved waterfall grille from the front and you’re left with a car that feels like a mixture of design elements we’ve seen from other OEMs recently, particularly Mazda. It’s clear to see that some of the ideas behind its surface treatment were interesting and powerful in their own right, but zoom in on them and there’s an awkaward clash of lines and some difficult surface intersections. In fact, many of these are so sharp and acute that, considered as a whole with its interior (which in theme and colour and trim treatment reminds us of the ULC concept), we actually think this vehicle would fit better under GM’s Cadillac brand. The question is, does this matter for the Chinese market? Thoughts in the comments please.
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