#HTE
How two maverick designers broke GM’s rules to re-invent Buick
DETROIT — Even Buick admits it: Most people under 30 have no opinion of Buick as a brand.
Most carmakers would find that extremely distressing — especially one with such a long lineage. For Buick, however, it’s an opportunity. The blank slate means the successful luxury brand (it outsold Audi in 2015) has a chance to reinvent itself for a whole generation.
See also: Faraday Future’s 1,000-horsepower concept car should make Tesla very, very nervous
Perhaps nothing better underscores this moment in Buick’s history better than the Avista concept unveiled Sunday at the North American International Auto Show. Not only is it beautiful and powerful, it shows how Buick could use its essentially unknown status to create a new line of sporty and compelling luxury cars. Read more…
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