General Motors of Canada has announced that the up-coming new-generation Buick mid-size sedan will no longer be called Allure, but will bear the moniker it uses in the United States, LaCrosse.
It seems that 'lacrosse' (never mind the GM spelling) is not only one of Canada's national games, but also one of Quebec's provincial, um, well, maybe the word 'activity' is more accurate than 'game'.
The proprieties demanded of a family newspaper blog prevent me from going in to too much more detail.
But with GM axing several brands, leaving just Chevrolet, Buick, Cadillac and GMC truck, more marketing emphasis is going to be placed on Buick, and GM Canada felt the spill-over from US advertising is just going to be too big to be ignored.
So LaCrosse it will be.
The old Allure was actually a pretty nice car, and a great value, but didn't have enough, er, allure for the marketplace.
Based on a couple of admittedly very brief test drives at GM's Proving Grounds last month, I'd say the new LaCrosse has a chance to be very successful. It is a very good looking car outside, and the interior is as nice or better than anything you'll find at anywhere near the price, from any manufacturer, in any country.
The challenge will be getting bums into seats, getting prospects to give the Buick brand another chance.
The name change can only help.
Buick announced last week that production at the Fairfax Kansas assembly plant has been halted while they work out a few quality issues. Better this than to let cars get to the customers in other than prime condition.
Full production should resume shortly and cars are expected to be in showrooms in volume by October.