The Forgotten Automobile of 2017: The Buick LaCrosse

In addition, Buick is excelling with SUVs in China, where it accounts for 80% of its global sales – totaling 1.1 million in 2016 – with an average buyer age of 35.

Now, let’s talk about the full-sized Buick LaCrosse. The average age of its buyers still exceeds 60. Despite a recent redesign for its third generation which enhanced its aesthetics, sales have decreased by 12% year-over-year. This decline cannot be solely attributed to Buick; once considered essential flagship offerings by car manufacturers, large sedans like the LaCrosse are now akin to the out-of-fashion trends of the automotive industry. At best, they serve fleet purchases; at worst, they cater to a diminishing consumer segment loyal to traditional values. Once a major player for Buick, the LaCrosse is now overshadowed by the Encore, outselling it by a factor of 3.5.

Reflecting on Buick’s recent commercial evolution, I realized I had never experienced driving a LaCrosse, prompting a desire to give it a try.

I have a history with Buicks. My mother owned one of those rounded A-body coupes prevalent across GM during the Nixon era – a 1970 Skylark. Painted in a rather unimpressive metallic blue, a color that was ubiquitous on highways during the Kennedy-Johnson-Nixon era.

I’ve been an owner of two Buicks. My initial vehicle was a 1973 Century sedan. While I once yearned for the jet-black Grand Nationals like they were exotic Italian cars, my affection was for my 1984 Regal with wire wheels, a tan landau roof, and plush velour seats reminiscent of a maharaja’s sofa. It was effortless to drive, comfortable, budget-friendly, and less cumbersome than other luxury vehicles. While the Germans were perfecting their dynamic, engaging sports sedans – a trend that would soon dominate the luxury car landscape – Buick was crafting relaxed, detached sedans, and they took pride in it.

Fast forward to the present day. The recently updated ’17 LaCrosse offers a pleasant mix of a comfortable ride and precise body control, thanks to front struts and a five-link rear suspension. The 3.6-liter V6 engine yields 310 horsepower, sufficient for a stress-free commute, though not providing a full premium torque experience.

Noteworthy features include above-average Bluetooth and wired USB connectivity in the entry-level luxury segment, along with 4G LTE wireless Internet, Apple CarPlay, and Android Auto. Opting for the $1,145 Bose Centerpoint Surround Sound system beyond the Premium package delivers satisfying midrange clarity and crisp bass response. The interior, although slightly too chrome-laden for my preference, incorporates elegant dark-wood accents and a tasteful, unembellished dashboard cluster with analog gauges. Need trunk space? You could fit a Prius in there and still accommodate a golf bag.

With all features included, the price surpasses $50,000 ($50,270), including the $925 destination charge. By reducing options, a savvy shopper could likely lease a LaCrosse, with incentives, for approximately $400 per month. It offers excellent value for money. What does a Buick buyer receive? If you remember which team Mookie Wilson played for, you’ll recognize a sensation that can be described as courteous detachment. Shut the door, and worldly troubles vanish. Shift into drive using the premium-package electric shifter and casually drive off with the ease of Tony Bennett’s vibrato, leaving discussions of lap times and acceleration runs to the other sophisticated individuals on the road. This vehicle won’t quicken your heartbeat; it’ll lower your blood pressure by 10 notches.

Although Buick is occupied with pushing Encore sales, LaCrosse’s marketing strategy seems lacking. I suggest abandoning the quest for younger buyers and targeting individuals with unique preferences. Here’s a proposal:

Buick LaCrosse: The ideal vehicle for individuals who simply desire to be left in peace.

Such a marketing approach could result in extraordinary sales figures.