Buick Allure renamed Buick LaCrosse.....

We would like to bring to your attention that a decision has been made to drop the Allure nameplate in Canada and instead market the vehicle as the Buick "LaCrosse" - as it has been for years in the U.S.

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.