I have a lot of respect for the advertising profession. My son will be
graduating from college in a few weeks with plans to enter the ad industry
and I couldn't be happier. Advertising is an important part of the
capitalist infrastructure and it¹s hard to imagine consumer markets 
without it.

On the other hand, sometimes ad campaigns are so far off the mark 
that they appear absurd. Take the current Buick blunder, which features a
reincarnation of General Motors' former design chief, Harley Earl.

I first saw the television segment of this campaign on television a few
weeks ago with an actor impersonating Mr. Earl. Then I opened the
December issue of Martha Stewart Living to see a full-page layout for the
unfortunately designed Buick Rendezvous with Harley Earl¹s hat on the
hood wearing the inscription, 'Harley Earl was here.' Buick¹s new
slogan was emblazoned at the bottom of the page: 'Buick, The Spirit of 
American Style.' I guess the idea is that since Mr. Earl had a lot of
panache and was responsible for some important landmarks (from 
the late 1920s through the mid-1950s) in the evolution of automotive
design, Buick inherits his legacy.

This ad campaign is ridiculous for several reasons. First, bringing to life
an automotive designer who never had a personal connection with the 
general public and who retired in 1958 absolutely stretches the limits of
what the consumer is capable of visualizing. Secondly, Mr. Earl¹s legacy 
was overridden by successive waves of design chiefs. You can be assured
there is not one scintilla of his design influence remaining at General Motors.
And finally, attaching Harley Earl¹s name to a design as bumptious and
ungainly as the Rendezvous is a dishonor to his rich legacy.

An overview of the Rendezvous, however, indicates that even though
Buick¹s SUV touts its assets, its liabilities are ascendant.

Design: Since Buick wants us to focus on styling; the Rendezvous¹ design is
a good point of departure. I¹d suggest that it is the most graceless vehicle
in the General Motors stable right now and about the most ungainly thing on
sale today, save for the Pontiac Aztek. How about that round grille? To my
eyes, it looks like it was slapped on as an afterthought. It also appears
too large to fit the designated space. The vehicle¹s side view looks bulbous
and awkward. And a sharp eye cannot fail to notice a small vestigial tailfin
that begins at the back door and extends rearward. This appendage also
looks like an afterthought and bears no relation to the overall design. Perhaps,
this flourish is meant to incorporate the legacy of Harley Earl who presided
over General Motors¹ design when tailfins became the rage in the 1950s.

The interior layout is more successful. The overall design is well
integrated and the controls quite easy to find and master. The Rendezvous
interior is part and parcel of a recent trend to make SUVs less trucklike by
softening interiors and using a muted color palate. The interior is in roomy
and the seats are supportive and comfortable.

Performance: Although the Rendezvous¹ design may not offend all eyes,
it is doubtful that its performance will please anyone, at least anyone who
climbs a mountain grade or hauls a sizable load. The vehicles¹ shortcomings
became evident the first time I drove it on a four-lane mountain grade and
attempted to pass UPS delivery van. I floored the accelerator and the
Rendezvous inched forward. It was all the engine could do to pass the truck.
Trying to excuse this pathetic performance, I said to myself that the van
must have been running empty. But then I realized that the Rendezvous was
also devoid of any cargo or passengers. On the plus side, at 19/city and
26/higway, gas mileage is good, not an inconsequential attribute in an era
that sees a concern for conservation on life support.

Ride and handling: The Rendezvous has a real Buick ride quality soft and
cushy. On the other hand, anyone who regularly drives on mountain roads,
which includes almost everyone west of the Mississippi, will be disappointed
with the vehicle¹s handling. The response to driver input is vague and there
is little feedback through the steering and suspension systems.

 Vehicle: Buick Rendezvous

 
Price as tested: $27,970

Engine:

         Type: 3.4-liter V-6

         Horsepower: 185 @ 5,200 rpm

         Torque: 210-ft. lbs. @ 4,000 rpm

Fuel economy, automatic transmission

         City - 19 mpg

         Highway - 26 mpg

Curb Weight: 4,024