That is a question I have been wondering for the past few years now, even more so after Oldsmobile kicked the bucket. With the increased integration, and homogenization, of GM's brands over the years it seems to become increasingly difficult to maintain each brand's identity. Moreover, each brand has to be classified, or pigeonholed, to make sense on a corporate level. For example, Chevy tends to be the most proletariat of the brands, Pontiac a little more upscale, and Cadillac is the top of the line (with a few exceptions such as the Corvette, of course). So where does that leave Buick? One would think Buick would be sandwiched somewhere between Pontiac and Cadillac, however, like Oldsmobile, Buick fails to establish a clear identity. Since the Grand National (and the Grand Sport before it), Buick has not had a sexy flagship or halo car to which to attach its name. I'm sorry to say, I don't think the LaCrosse is the answer GM had hoped for in boosting Buick sales. Most consider it to be yet one more model that anyone under seventy wouldn't be caught dead driving. Buford's best prospect is the Riviera concept, but if it makes it to production it's doubtful that it will be nearly as sexy as the concept or save the day.
So smart guy, what should GM do? Market Buick as simply a cheaper Cadillac. Strip away some of the high-tech and expensive features that Caddy is known for, but keep the same level of quality and luxury in the larger package. Follow the well-selling Caddy model in having at least one sexy flagship model with a high output motor and a less potent or less expensive version (ala the CTS). In the long run, a badass larger-sized two-door sports car akin to the GS or GN designed from a clean sheet of paper would be fantastic for the company as well as us performance junkies in reinvigorating the company and its identity. In the mean time, why not repackage an existing model such as the CTS or give Holden a second shot? It may not have worked the first time around, but the Commodore is a winner on any continent. And I think with a Buick nameplate, V6 and V8 (or turbo V6) engine options, classy styling with attitude, and the right price–it could be just what the company needs. What ever happened to "Goin' fast with class?" Bring it back GM, please bring it back.