Buick Allure becomes LaCrosse; Quebecers giggle
General Motors Canada has announced that its new midsize Buick sedan will now wear the LaCrosse nameplate like US models, instead of the Allure badge that had been exclusive to the Great White North.
It’s a decision that may have Quebecers sniggering. See, when the first generation sedan debuted for model year 2005, it was soon pointed out by La Belle Province that “LaCrosse,” is local slang for, err, self-stimulation. The Allure name was coined for the Canadian cars as a result.
Today however, in an effort to better leverage its advertising and market ties with the U.S. following bankruptcy, GM Canada has decided to suffer Quebec’s slings and arrows and adopt the LaCrosse nameplate as well.
Said the automaker: “Going forward here in Canada, we plan to put a great deal more emphasis on Buick than we were able to do in the past. By adopting a common LaCrosse name for Buick's latest sedan, we can fully leverage the major advertising and creative campaign being developed for its launch in the U.S. We are confident that this approach will have long-term benefits that will outweigh any short term issue that may exist surrounding the vehicle's name.”
