Bolstering previous rumors that General Motors may expand Buick's lineup with new models from its European Opel division, our spy photographers bagged these shots of a prototype Astra model fitted with Buick's trademark waterfall-style grille. The test mule that was spotted in Germany also featured slightly larger fog lights on the front bumper but other than that, we did not detect any other styling changes compared to the Opel - Vauxhall Astra that is scheduled to make its first public appearance at this fall's Frankfurt show.
We do know that GM's Buick unit is preparing to add the Astra to its Chinese market portfolio selling it alongside the Regal sedan that is nothing more than an Opel Insignia with a new grille and different set of badges.
But what about the U.S.? Prior to General Motors' decision to sell off its Saturn unit, it was believed that the new generation Astra would be built in North America and sold in the States under the Saturn brand.
Just before General Motors entered Chapter 11 bankruptcy protection, several news agencies reported that the Opel Insignia as well as the Astra were being considered for Buick's North American range.
So what's the deal now with the Astra at post-bankruptcy GM? Well, to be completely frank, your guess is as good as ours. When GM's CEO Fritz Henderson says in June that the Pontiac G8 won't be rebadged as another model in the US and a month later, Bob Lutz says the opposite, stating in a magazine interview that the G8 will be reincarnated as the Chevy Caprice in North America, there's so much credibility that you can you give to any rumors or/and reports that surface.
But whatever the deal is, we reckon that a North American built Astra with a Buick badge accompanied by some serious marketing efforts could provide GM with a credible contender to the Mazda3 and its ilk.

























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this would sell in the u.s. just as well as the saturn astra did
Would it be better than the old Saturn Astra? Definately. It's infinately better both inside and out.
Would it sell as a Buick Astra? No, because I can't see how something this small could be sold as a Buick, not at prices that GM thinks a Buick should go for.
If anything, kill the HHR and replace it with a Cruze wagon.
I'd rather have a 4 door version.
2nd on that HHR suggestion.
Bring it in to the US as a premium compact
and call it Buick Skylark...now Mr Lutz how
about move the G8 to Buick as the Roadmaster
instead of putting it at Chevy as the Caprice!
WHY WHY WHY??
SOMETHING SO PLAIN AND SIMPLE, GM.
1ST WHY A BUICK? WOULD MAKE MORE SENSE AS A CHEVY OR PONTIAC - THOUGH THE BADGES...
2ND WHY THE STUPID PASTICHE WATERFALL GRILLE? LOOKS RIDICULOUS ON A CAR LIKE THIS. IS IT SELF-SABOTAGE, GM, THAT YOU MUST DO THIS EVERY SINGLE TIME? OPEL VECTRA BECOMES SATURN LS1, ANYONE?
3RD SATURN: INTRODUCING A NEW DESIGN LANGUAGE AND ENGINEERING APPROACH WITH [A] LITTLE OR POOR ADVERTISING CAMPAIGNS AND [B] OFFERING NO PROMOTIONS OR INCENTIVES - FIXED PRICING SCHEME, REMEMBER. SATURN'S REPUTATION IS NOT EXACTLY SCION'S/TOYOTA'S.
4TH BY THE TIME THE ASTRA WAS INTRODUCED IN THE US IT WAS ALREADY AN OLDER MODEL. OTHER CARS LIKE THE MATRIX HAD COPIED SOME OF ASTRAS DESIGN CUES LIKE REAR LAMPS. BY THE TIME ASTRA GETS HERE IT'S NO LONGER ORIGINAL.
5TH THE NICE MODEL IS EXPENSIVE FOR AN AMERICAN CAR. SO IT'S EITHER AMERICAN OR AN IMPORT - GM COULDN'T DECIDE. I CAN HAVE A GOLF/RABBIT WITH ALL THE BELLS AND WHISTLES FOR $15K OR SO.
COME ON GM!
JORGE
Next-gen Buick Excelle.
Jorge,
GM is killing the Pontiac and Saturn brands in the U.S. The only options for this car is to badge it as a Chevrolet, Buick, Cadillac, or GMC (a truck and suv-only division). Chevrolet already has a big lineup, and it would not go together with the upcoming Cruze. Buick would seem like a more obvious choice.
However, the car you see in the pictures above is for the Chinese market, unless GM decides to bring the Buick brand to Europe. The U.S. would get a Buick version based on the Cruze.
You are right though, that Americans would not pay a lot of money for a small car, especially a hatchback. It may work for Cadillac, if it were rear-wheel drive. But then again, Cadillac's image isn't quite like the German's or Japanese luxury companies when it comes to global lineup (they sell only big, American-like cars).
How about they just keep it an Opel??? Back in the early 70's they were sold through Buick dealers, no need to rebadge them and try to make them something they're not!
GM, people like imported cars, there's no need to throw a bowtie on everything!
"How about they just keep it an Opel??? Back in the early 70's they were sold through Buick dealers, no need to rebadge them and try to make them something they're not!"
Yeah, and what happened to that venture? Sales were shit and demand dried up. Nowadays, nobody under 40 remembers much less cares about the Opel/Buick tie-up.
"GM, people like imported cars, there's no need to throw a bowtie on everything!"
Yeah, GM! Listen to the know-it-all-tits on the internet! Just throw away 98 years of brand equity in one country right out the fucking window for another brand that has virtually no brand equity in the same country!!
GAH!! Do you not know why Saturn was picked to be used as Opel's sales channel in NA? It was because it's brand equity had to least to lose if the Opel/Saturn experiment failed.
Guess what? It failed, and it took Saturn with it. Can you even fantom what that would have done to Chevrolet's brand equity in NA, it being as established in NA as it is?
Mind you, I haven't even began to address the whole dealer network that would need to be established just to support Opel sales. How the fuck do you think GM would manage to gather up interested investors to become dealers after just as GM killed thousands of dealers all across NA?
...but I'm sure you knew this anyway when you made a boneheaded statement like that.
JB
THANKS FOR YOUR INSIGHT.
ANONYMOUS,
WHAT AN ANGRY LITTLE KID YOU ARE. TEMPER TEMPER.
OBVIOUSLY SATURN'S EQUITY [READ PRODUCTS] WERE CRAP - THE RESULT OF WISE OLD GM - AND THESE PRODUCTS WERE BASED ON WHAT EXACTLY? CHEVY CAVALIER?
AND OF COURSE CHEVROLET MUST BE THE BRAND KEEPING GM AFLOAT. NO, WAIT, GM JUST WENT BELLY-UP. CHEVROLET WAS NOT DOING WELL BECAUSE OF ITS CARS BUT ITS SUVs AND TRUCKS.
AT THIS POINT GM IS UP THE CREEK ANYWAY, BUT IT HAD A CHANCE TO BE COMPETITIVE BY SIMPLY IMPORTING OPEL MODELS AS THEY WERE.
CHEVY HAVING AN ASTRA AND A CORSA WOULD BE SO MUCH BETTER THAN THE COBALT AND AVEO.
IF THE ASTRA DOES COME TO THE US AS THE ECONOMY CAR IT IS, IT ONLY FITS AS A CHEVY.
OTHERWISE WHAT ARE CHEVY'S CORE, MONEY-MAKING PRODUCTS GOING TO BE? THE SAME NON-STARTERS THERE ARE NOW? DOES ANYONE KNOW?
-JORGE
I always liked the Buick "Wildcat" name. It has a sporting sound.
Lets face it US cars are crap compared to European cars. Who wants a sedan FGS these days.Or soemthing that does 20mpg and takes 12 secs to do 0-60?
Waht about the sporty diesels such as SEAT LEON CUPRA etc.
This Astra looks so dated compared to the Vauxhall Astra in the UK.
Addressing points one by one:
Brand equity IS NOT the same capable products produced by that brand, no matter how much you try to twist and distort it to fit your reasonsing.
If you were right, Porsche's brand equity would be worthless because of the Cayanne, yet Porsche has arguably the best Residual values on earth.
But for brand equity, you'll find no shortage of people lusting after 911's for the image, but only a handful of dolts wanting Cayanne's.
Also, not one of Saturns cars were ever based on the Chevrolet Cavalier. You are spreading deliberate misinformation.
"CHEVROLET WAS NOT DOING WELL BECAUSE OF ITS CARS BUT ITS SUVs AND TRUCKS"
No, all sales across all products were down far enough to to necessitate chapter 11. GM wouldn't bother with cars at all if they never made a dime off of any of them.
"AT THIS POINT GM IS UP THE CREEK ANYWAY, BUT IT HAD A CHANCE TO BE COMPETITIVE BY SIMPLY IMPORTING OPEL MODELS AS THEY WERE."
They did that and it didn't work. Were you not paying attention for last 3 years? Swapping the badgeing about from Saturn to Opel wouldn't have done anything to change preceptions. Again, brand equity. Opel is virtually unknown by most consumers in NA. Having been absent for the last 35 years, how on earth can you justify just sticking an unknown and poorly repersented brand into an already oversaturated and mature market?
...and since Opel left NA, buying habits have changed dramitically and the compeition is by far more fierce than it was 35 years ago.
"CHEVY HAVING AN ASTRA AND A CORSA WOULD BE SO MUCH BETTER THAN THE COBALT AND AVEO"
Chevy already had an Astra, the Cobalt.
As for the Aveo, while it was less upscale than the Corsa, it was less expensive than what Opel could compete with the Corsa.
GM-DAT used this manufactuing advantage to take the NA market where the Corsa could not be sold without putting it above the price of it's competiors. If your buyers don't have lots of cash to spend on a car, they'll take the Aveo over the Corsa even though they'd really like the Corsa.
"IF THE ASTRA DOES COME TO THE US AS THE ECONOMY CAR IT IS, IT ONLY FITS AS A CHEVY."
Guess what? It did. As opposed to the subcompact delemia with the Corsa, GM was able to sell stripped down versions of the Astra in NA as a Chevrolet.
You do remember the Cobalt coupe, sedan, and the HHR, right? You do remember right? I mean I hope you have at least 2 working brain cells to remember that much.
"OTHERWISE WHAT ARE CHEVY'S CORE, MONEY-MAKING PRODUCTS GOING TO BE? THE SAME NON-STARTERS THERE ARE NOW? DOES ANYONE KNOW?"
Silly Jorge, the Cobalt already does make money for GM.
http://www.leftlanenews.com/cobalt-now-a-moneymaker-for-gm.html
The Aveo doesn't, but GM would make even less if they imported the Corsa.
However, that should change when the Gamma-sourced Chevy Beat arrives. I mean, most of its dash is already in the present Aveo.
Please, next time, less caps, no misinformation, and less ephapasis on emotional pleading.
Thank you, and good night.
DUDE YOURE JUST TOO ANGRY. GO GET MEDICATED.
AND IF YOU CAN USE ANY OF YOUR NEURONS RIGHT, STOP RESORTING TO OFFENDING PEOPLE TO GET YOUR POINTS ACROSS. IT'S RATHER DISTASTEFUL.
AND THE CAPS, WELL I'LL CLARIFY: THEY'RE CAPS, JUST THAT. NOT SCREAMS, NOT ANGER, JUST CAPS. I CAN TYPE EASIER WITHOUT USING THE SHIFT.
I EXPLAIN THIS SINCE YOU SEEMED INCAPABLE OF THINKING IT ON YOUR OWN.
ABOUT GM, WELL SUFFICE IT TO SAY THAT IT'S MONEY-MAKING COBALT [WHICH LOOKS NOTHING LIKE THE ASTRA THEREFORE NOT THE ASTRA] ALONG WITH IT'S GREAT LINE-UP COULDNT SAVE GM. PONTIAC AND SATURN WERE SO BAD THEY HAD TO BE REVAMPED ALMOST COMPLETELY WITH NON-AMERICAN BASED PRODUCTS. ...AND LAST I CHECKED THREE YEARS OF NEW PRODUCTS WITH POOR MARKETING [READ SATURN] CANNOT TURN AROUND CONSUMER PERCEPTION MUCH LESS A BRAND MUCH LESS GM. SO GIMME A BREAK WITH ALL THE "THEY DID THAT AND IT DIDN'T WORK". THEY DID IT TOO LATE IN THE GAME.
LOOK AT HYUNDAI. IT'S REPUTATION IN THE 1980s WAS RUBBISH. IT TOOK IT OVER TURN YEARS TO TURN IT AROUND. BUT SATURN HAD ENOUGH TIME ACCORDING TO YOU? WITH SOON TO BE OUTDATED PRODUCTS? WITH POOR MARKETING? WITH AN ILL-CONCEIVED PRICING SCHEME?
IF VW CAN SELL ITS GOLF/RABBIT FOR $15K OR SO, THEN SO COULDVE GM SOLD THE ASTRA FOR THAT OR LESS OR THE CORSA. BUILD IT IN MEXICO.
ANYWAY I GOTTA GO...
THANKS KEEPING IT SEMI-INTERESTING AT LEAST. BUT TONE DOWN THE INSULTS...
JORGE
you retards need lives
WHAT'S WITH THE INSULTS???
ARE WE THE ONLY ONES???
SEEMS LIKE SOMEBODY'S BEEN READING EVERYTHING...
LOL
JORGE
Umm, The Much Smaller than the Aveo Spark will get sold as an A-Segment car here.
The Next Gen Aveo which will carry a lot of cues from the Spark, and will go through another growth spurt to compete with larger cars in its class like the Versa and Accent. That Aveo will be on sale in the US in 2011. The Beat will go on sale in 2010.
By the way This is the first time Chevy has sold an A Segment car in America since the Chevette. Guys, they have to do it to bring up CAFE. Why not do it in a quick cheap way, while still selling Camaros, right? GM is just being smart by bringing in close to 40 MPG cars like the Nect Gen-Astra over, and 50 MPG cars like the Spark over. Selling them as Chevys and Buicks makes no difference to them, as only as they have bragging rights that they have brought up CAFE.
Fool! The Aveo is going! The Beat will replace it.
Excellent design. I love it! I hope that the 2010 Buick Astra could make it to the U.S.
I think the time is right for a "premium C-segment car from Buick with features above the civics & corlooas on the road.