Buick originated as an independent motor car manufacturer, the Buick Motor Company, incorporated on May 19, 1903 by the Scottish-American David Dunbar Buick (who invented the overhead valve engine on which the company’s success was based) in Flint, Michigan. In 1904 the struggling company was taken over by James Whiting, who brought in William C. Durant to manage his new acquisition. Buick sold his stock for a small sum upon departure, and died in modest circumstances forty years later.
Durant was a natural, and Buick soon became the largest car maker in America. Using the profits from this, Durant embarked on a series of corporate acquisitions, calling the new mega-corporation General Motors.
At first, the manufacturers comprising General Motors competed against each other, but Durant ended that. He wanted each General Motors division to target one class of buyer, and in his new scheme Buick was near the top—only the Cadillac brand had more prestige.
In 1929 the Buick Motor Division launched the Marquette sister brand, designed to bridge the price gap between Buick and Oldsmobile, however Marquette was discontinued in 1930.
Today Buick retains that position in the GM lineup. The ideal Buick customer was comfortably off, possibly not quite rich enough to afford a Cadillac or not desiring the ostentation of one, but definitely in the market for a car above the norm. Buick is one of the oldest marques in the world, with Mercedes-Benz, Renault, Peugeot, Cadillac, Daimler and the discontinued Oldsmobile.
Speculation [1] existed, however, as to whether GM will repeat its termination of the Oldsmobile by eliminating the Buick brand to cut costs. This followed the temporary suspension of GM’s planned Zeta project to develop new rear wheel drive cars fitting the Buick market niche [2]. GM also has started consolidating of Buick, Pontiac, and GMC trucks into single dealer franchises, which would make it simple to eliminate the Buick brand without leaving dealers devoid of product. However, with the development of the Zeta platform still ongoing (including the development of the 2006 VE Holden Commodore and the new Chevrolet Camaro), it may be likely that Buick will survive still.
Buick began consolidating its lineup in 2005, replacing the Century and Regal with the LaCrosse (known as the Buick Allure in Canada), and the LeSabre and Park Avenue with the Lucerne in 2006. The company will replace both of its SUVs, the Rendezvous and Rainier with the Enclave within 18 months, while the slow-selling Terraza minivan likely to end production shortly after. This will leave the marque with just three models in the United States by 2009. There have been rumors on Edumund’s and Motor Trend that Buick will have a roadster sedan in 2010, which could mean that the marque may survive beyond 2009.
Source: Wikipedia
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