Buick unveils Verano compact

By CHRISSIE THOMPSON and MARK PHELAN - FREE PRESS BUSINESS WRITERS
January 10, 2011 – Detroit Free Press

 

Buick today unveiled its third new sedan in three years, the Verano compact, as the near-luxury brand seeks to appeal to value-minded consumers and prepare for gas price increases.

The 2012 Buick Verano goes on sale late this year and is essentially the U.S. version of the Excelle GT compact Buick is selling this year in China, where the brand is esteemed.

 

General Motors is hoping the car will expand Buick's appeal to compete with little premium cars like the Audi A3, as rising gas prices may raise the appeal of smaller cars. "They're going to want a vehicle that's fuel-efficient, but they're not going to want to give up their features and amenities," said Craig Bierley, Buick-GMC's director of advertising and promotions.


CEO Dan Akerson told the Free Press last week the Verano's size and yet-to-be-announced price should make it a possibility for 46% of buyers.


In addition, Buick, which GM has positioned to compete mostly with Asian luxury brands, had been paired with the now-discontinued Pontiac in dealerships. Many Buick-GMC dealers are waiting for lower-priced models to sell to former Pontiac buyers, although GM is also pointing Pontiac buyers to its Chevrolet stores.


GM will build the Verano at its Orion Township assembly plant, where the UAW has agreed to have 40% of the workforce make about half the UAW's standard $28-an-hour wage. The special wage structure comes in return for reopening the plant to build the Chevrolet Sonic subcompact, which GM had planned to import.


The Verano features 10 air bags as standard equipment, along with plenty of sound insulation to keep the interior hushed. Chief today GM expects the Verano to be the quietest in its segment. Power will come from a 177-horsepower, 2.4-liter, four-cylinder engine linked to a six-speed automatic transmission. That combination will deliver at least 31 m.p.g. on the highway and 0-60 m.p.h. in about 8 seconds.

A more powerful model featuring a 2.0-liter turbo is to join the lineup later. Akerson said the Verano will also eventually get the eAssist hybrid technology that will use a shoebox-sized lithium-ion battery to give the base model 2012 LaCrosse 37 m.p.g. on the highway.


The Verano's exterior design features Buick’s chrome “waterfall” grille and blue-rimmed projector headlights. The roomy interior will offer push-button start, heated front seats and steering wheel and dual-zone climate control.
Drivers can stream Pandora Internet radio from their smart phones.


Buick also said Sunday it would launch a scavenger-hunt social media campaign called "Quest for the Keys" in seven major U.S. cities outside Michigan. The campaign provides three weeks of clues on Facebook and Twitter and culminates with a one-day scavenger hunt in on the streets of each city. Six winners will find keys worth $2,000 each and will enter into a drawing in November for their choice of a Buick Verano, Regal, LaCrosse or Enclave.