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DETROIT January 10, 2008; Dee-Ann Durbin writing for the AP reportedthat Buick went in a new direction -- East -- with the design of its newestconcept vehicle, the sporty Buick Riviera.
The coupe is the first show car to be designed jointly by teams inShanghai and North America, GM's vice president of design, Ed Welburn, saidThursday. Welburn unveiled the Riviera ahead of the North AmericanInternational Auto Show, which starts media preview days on Sunday.
"The opportunities are great for the Buick brand," Welburn said. "Thereis room for design that has got more flair and is sportier."
The front-wheel-drive coupe with gull-wing doors and a swooping glassroof revives the Riviera name after an eight-year hiatus. General MotorsCorp. sold more than 1.1 million Rivieras between 1963 and 1999.
Since then, Buick has become GM's most popular brand in China, withdomestic sales of 332,115 vehicles in 2007, up 9 percent from the yearbefore. Welburn said Buick is especially popular with Chinese executives,which is one of the reasons for the Riviera's luxurious interiors.
The Chinese design team was primarily responsible for the distinctivelighting on the vehicle, according to Dave Lyon, GM's executive director ofNorth American interior design. The Buick logo, hood strip, headlights andside mirrors have a bluish backlight that can switch on at night. Lyon saidit was a "theatrical" touch that reflects the pulse of Shanghai.
Lyon said the Chinese team also developed the elongated headlights thatflow into the traditional Buick "portholes," the vents that denote the typeof engine in Buick vehicles. The design was based on an ancient Chinesesymbol for prosperity.
Inside, the Riviera was designed to evoke a luxurious day spa, withleather bucket seats, plush carpet and ambient blue lighting, Lyon said.The dash moves in a continuous line across the sides and front of thevehicle and controls are kept to a minimum.
"This really is a beautiful, quiet, comfortable car," Lyon said.
David Cole, chairman of the Center for Automotive Research in Ann Arbor,Mich., said the vehicle shows GM is serious about being a globalcompany.
"They've become a much more globally integrated company over the lastseveral years," he said. "This is not just talk. That's the way they'rerunning the business."
Cole also said the Riviera shows that designers are being given morefreedom at GM.
"It's a whole different mood than a couple of years ago," he said.
While GM has no immediate plans to produce the Riviera, Welburn said itwould be at home in China or North America. Consumers everywhere arebecoming more aware of global design and are increasingly wanting many ofthe same features, he said.
"It's easier to do a vehicle for all regions today than in the past," hesaid.
Even if the Riviera doesn't make it into production, Welburn said it'salready influencing Buick design. A vehicle due out later this yearcontains many design cues from the Riviera, he said.
Buick enjoyed a bit of a resurgence this year with the Enclavecrossover, a hit for the brand that sold nearly 30,000 units in the U.S. inits first six months on the market. In September, GM signed a deal thatwill allow it to export the Enclave to China starting this year.
But Buick sales were still down 23 percent overall as the brand'sLaCrosse and Lucerne sedans have aged.
Lyon said that will change as GM invests more in Buick, as it has donewith its resurgent Cadillac brand. Lyon said the Enclave is helping attractnew, younger customers to the brand without alienating older ones.
"In the next couple of years you'll see the real traction for Buick," hesaid.
The Detroit Auto Show opens to the public Jan. 19.
General Motors Corp., http://www.gm.com
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