chicagotribune.com's view

There’s a simple way to convince consumers that your product is no longer locked in the past: Replace the car–and the name.

That’s what Buick did in bringing out the LaCrosse to replace the midsize Regal and Century for 2005 and the Lucerne to replace the full-size LeSabre and Park Avenue for 2006.

A fresh start and a new strategy to win buyers back into Buick showrooms.

If Cadillac could win buyers back with CTS and STS and Chrysler with the 300 and Magnum, not to mention the Hemi V-8, there’s hope for Buick with LaCrosse and Lucerne.

Lucerne is a full-size, front-wheel-drive sedan that shares a platform with the Cadillac DTS.

Lucerne is offered in CX, CXL and CXS versions. We tested the top-of-the line CXS. A waterfall grille and jewel-like headlamps make it adequately attractive.

Though trying to create a new image, Buick retained a styling cue that’s been part of its DNA since Methuselah bought its first sedan–ventiports. There are four such portholes on each front fender in V-8 models, three in V-6s.

Ventiports helped consumers distinguish a Buick from an Oldsmobile when General Motors produced look-alike cars in the ’70s and ’80s. Now those four ventiports serve notice that, with Lucerne, Buick has brought back a V-8 for the first time since 1995, when V-6s took over for higher mileage.

Base engine is a 3.8-liter, 197-horsepower V-6 in the CX and CXL. A 4.6-liter, 275-h.p., 32-valve V-8 is standard on the CXS, optional on the CXL. Both are teamed with a 4-speed automatic.

The V-6 is rated at 19 m.p.g. city/28 m.p.g. highway, the V-8 at 17/25.

The V-8 scoots. It’s the choice for those who don’t want to linger in the merging or passing lanes. It has plenty of spirit to stay ahead of the pack on the interstate, climbing inclines or pulling out to pass without hesitating on country roads. Lively yet quiet. No growling as if it can’t handle the load.

Premium unleaded gasoline is advised but not required, though with regular you won’t get maximum horsepower or mileage.

There are different suspensions and wheels on each model. CX comes with 16-inch radials and a soft-ride suspension. CXL gets 17-inch radials and a firmer ride but a better handling suspension with less tendency to lean. With 18-inch radials and a specially tuned suspension, CXS provides optimum handling in corners. Ride is a bit firm, but not harsh.

The CXS comes with Magnetic Ride Control, or what GM calls Magna Ride, to adjust suspension damping to keep tires in contact with the road. As we found, you don’t stutter or skip over uneven pavement. Magna Ride is optional in the CXL.

The CXS also comes with StabiliTrak (not available in the CXL). Sensors monitor lateral movement to keep you going in a straight line.

Lucerne is smooth without floating over dry roads. Some full-size sedans feel as if they are going where they want to rather than listening to the driver’s directions.

It also was reassuring on snow-covered pavement, especially when moving from the light, taking a corner, driving on a long stretch of winding country road or braking.

It offers foul-weather confidence. If you use common sense and don’t try to make trips in snow as quickly as you do on dry roads, you don’t have to hide Lucerne in the garage when the plows appear.

Four-wheel anti-lock brakes and traction control are also standard. Traction control came into play a couple of times in the snow. A little hum sounds an alert that the system is applying the ABS or reducing engine speed to prevent wheel slippage and keep the front and rear ends moving in the same direction.

Thanks to the suspension and light steering, Lucerne is easy to pilot in heavy traffic or packed parking lots.

When Bob Lutz arrived at GM a few years ago to take over product planning, he put off LaCrosse and Lucerne until styling was tweaked and fit and finish upgraded.

Fit and finish, the forte of the Japanese, simply means body panels line up with the same opening top to bottom or side to side and without glaring gaps. It gives the look of quality.

No more bargain-basement plastic trim that made some new domestic cars look like used ones.

And exposed trim fasteners and ugly exposed metal seat tracks on the floor are gone. Cover the screw heads and hide the metal tracks behind cloth. Don’t let the consumer think the car was assembled with duct tape.

Since consumers equate quiet with quality, no scrimping on insulation to eliminate racket in the cabin.

Lucerne’s fit and finish is outstanding inside and out. Pieces all look like they fit, and the cabin is soundproof-room quiet.

But to get folks to appreciate fit, finish and quiet, you need to get them in the cars.

Buick general manager Steve Shannon said a promotion is planned with Tiger Woods early next year to do just that, but he’s mum on specifics.

The cabin is roomy with lots of space to stretch arms and legs front and rear. And the doors open very wide for convenient entry and exit, though they open so wide that those less than 6-feet tall may have to lean out to close the door–as we did.

Some of the best amenities are extra-cost options, such as remote start. Fuel is precious, but not as precious as avoiding frostbite when the thermometer says 14 degrees and your fingers turn blue as you walk outside to start the car.

Step out the front door, press the key fob to start the engine, then pop back in while you and the cabin warm up a few minutes.

To prevent theft, the car has to be locked to use remote start. Once unlocked, you have to insert the key in the ignition to move the shift lever out of park.

Remote start is part of a $595 package that includes rear park assist that beeps if an object is behind when you back up.

Heated/cooled seats run $500 and include perforated leather cushions to allow the cool air to penetrate the seat. Perforated leather also holds you in place much better than the smooth stuff.

The heated washer fluid system runs $100 and removes snow and ice from the windshield in the winter and bug splatter the rest of the year.

A front bench seat costs $250 (CX and CXL, not on the CXS) to convert the sedan from five to six passengers.

The CSX starts at $35,265, which includes side-curtain air bags, power adjustable mirrors, power windows and locks, rear-window defroster, dual-zone climate control and AM/FM stereo with CD and MP3 players.

Shannon won’t say how many Lucernes he hopes to sell annually, which keeps him from getting hammered by the media if the projection falls short.

Next at Buick: A midsize crossover that will bow on next year’s auto-show circuit. For now, it’s called Enclave and is due out in 2007.

– – –

2006 Buick Lucerne CXS

$36,760*

Price as tested

WHEELBASE: 115.6 inches

LENGTH: 203.2 inches

ENGINE: 4.6-liter, 275-h.p. V-8

TRANSMISSION: 4-speed automatic

CITY: 17 m.p.g.

HWY: 25 m.p.g.

*add $725 for freight

THE STICKER

$35,265 Base

$595 Confidence package with remote engine start and rear-parking assist

$500 Heated and cooled seats

$300 Audio upgrade to six-disc CD player

$100 Heated windshield-washer system

PLUSES

– Pleasant styling, lots of room and comfort, spirited V-8 and appealing options–such as remote engine start, heated/cooled seats and heated washers.

– Quiet cabin with side-curtain air bags.

– Return of ventiports in a full-size sedan with above-average ride and handling.

– Wide-opening doors.

MINUSES

– Doors open so wide you may have to lean out to close them again.

———-

Read Jim Mateja Sunday in Transportation and Wednesday and Friday in Business. Hear him on WBBM Newsradio 780 at 6:22 p.m. Wednesdays and 11:22 a.m. Sundays.

jmateja@tribune.com