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Buick Verano Aims to Expand Brand’s Reach

Third new Buick sedan in three year.

by on Jan.12, 2011

The 2012 Buick Verano rolls onto the stage during its Detroit Auto Show unveiling.

It’s a Cruze, it’s a Regal….no, it’s the Verano.

The 2012 Buick Verano shares its platform with the Chevrolet Cruze and its engines with the larger Buick Regal, but despite those facts, Buick folks are quick to point out that the Verano isn’t just an exercise in badge engineering, a la the old GM.

They’ll tell you that the Verano offers more amenities than the Cruze, along with a quieter cabin and more luxurious ride. And while we haven’t driven it yet — meaning we can’t verify the latter two claims — we have to admit that the proffered amenities list is deeper than that of the Cruze.

That doesn’t mean customers won’t need convincing. It’s true that Lexus ES 350 customers, for example, often know that they’re buying a more-opulent Camry, but they don’t seem to care.

With GM, it’s a different story. The “old GM” often took heat for having too many badge-engineered vehicles – for the uninitiated, products that are virtually identical but for the nameplates bolted to their trunks. To that end, the company has worked hard to differentiate vehicles that share platforms, and the Verano represents the latest effort.

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