Buick Roadmaster.

Buick recently unviled the all-new Electra L7 sedan. It will soon be joined by an SUV and a luxury minivan.

The new Electra L7 is very sleek and modern. But it also has that sort of generic new Chinese sedan look. If Buick tried to bring back a sedan into the North Americam market, I think they could design something a little bit more retro. Yet still modern. The illustration above shows what a large new Buick sedan for our market couyld look like. One that even has the older Buick logo on its grille. And whyt not call it a “Roadmaster”.

The Roadmaster was one of Buick‘s most famous models and started life in 1936. It wasn’t produced all the way to 1996 without any interruptions. As there was no Roadmaster produced in 1944 and 1945. And especially, the name was discontinued after 1958. Production started again for one last generation from 1991 to 1996.

After 33 years, the Buick Roadmaster returned in 1991 and shared its B-body platform with the Chevrolet Caprice sedan and wagon. As well as the Oldsmobile custom cruiser. (The Cadillac version of these cars used a slightly different D-body platform)

Sales were pretty impressive in 1992, with over 70,000 sold. However, by 1996, that number had gone down to 21,500. GM discontinued the whole thing. By then, large sedans weren’t a thing anymore. And huge wagons like the Roadmaster were already being replaced by large SUVs.

GM has a very versatile Ultium platform already used on many vehicles of different sizes. An Ultium-based large Buick Roadmaster wouldn’t seem to be an impossible thing to do.