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Velite Coming for Buick - Velite Name Could Stand

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(continued)

Velite Name Could Stand


Clarke says the name Velite has some panache, but it must be weighed against the challenge of gaining name recognition with a new vehicle.

The Velite would be Buick’s only RWD vehicle—Clarke sees no need to switch the front-wheel-drive LaCrosse and Lucerne sedans or the Enclave crossover. They are the only three products in the Buick portfolio. The Rainier mid-size SUV and Terraza minivan were built out at the end of the 2007 model year—neither saw their contract renewed for a next-generation. The Rendezvous, Buick’s first foray into crossover territory, also was recently discontinued.

GM officials downplay the meager offerings, arguing the focus on the BPG (Buick, Pontiac, and GMC in a single dealership) channel means Buick doesn’t have to be everything to everyone. “Don’t think of Buick as a brand of only three vehicles,” Clarke says. “Think of BPG with 24 vehicles, three of them Buick.” Officials say 72 percent of total Buick volume is in a BPG showroom today.

 

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