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A Halo Car Coming for Buick?

Showing strong signs of recovery, GM looks for a brand-builder.

by on May.26, 2010

Is there now room for a "halo car" in the expanding Buick line-up?

Sales of the new Buick LaCrosse will set another record for May, senior division officials tell, and the brand is hoping to keep that momentum moving with the upcoming launch of the smaller Regal sedan.

Still more product is in the pipeline, including a high-performance Regal GS, with an even smaller sedan, along with a compact crossover to follow.  But as the Buick brand struggles to not just expand its line-up but freshen its image, there may be a good opportunity to add yet another model to the line-up, one that could become an emblem for the resurgent marque.

“I think there’s an opportunity for a halo car for the brand beyond the Regal RS,” said GM Vice President John Schwegman who, in March, became Buick’s marketing chief.

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Quick to stress that, “We don’t have a timeframe,” Schwegman said a variety of possibilities are being considered, though tradition would suggest a Buick halo vehicle would fall into three likely categories: a performance car, a “highly-styled” vehicle or a convertible.