Park Avenue paved with old, new touches

Park Avenue paved with old, new touches
Photos by -Autonet.ca
Staff
Published: 22 03 2002

Park Avenue: The name conjures up notions of luxury, power and wealth. And hopefully a mix of classic and modern, if Buick's newest model hits its mark.

Buick is releasing the 2003 Park Avenue Ultra in honour of the division's centennial year, with the model taking elements from the company's design heritage in order to present a modern interpretation of the Park Avenue.

"Every automaker strives for its own distinctive look," Annette Smith, Park Avenue brand manager, said in a statement. "Studying Buick's rich history, we unlocked assets that give Buicks instant recognition and have applied them to the new 2003 Park Avenue Ultra."

Some of the key "classic" Buick features on the Park Avenue Ultra include a vertical bar grille and front fender portholes.

The portholes were first called "VentiPorts," and are design "icons" that Buick says have been strongly associated with the brand since their introduction in 1949. The Park Avenue Ultra is the first model to feature them since the 1980s. They help cool the engine compartment, and the number of portholes is related to the number of engine cylinders.

The vertical bar-grille was inspired by Buick's 2000 concept car, the LaCrosse, and integrates a new chrome see-through tri-shield badge in the centre. The grille is a modern interpretation of a design created for the 1938 Buick Y-Job by Harley Earl, General Motors' first design chief. A new monochromatic tri-shield badge is on the grille and trunk lid.

Inside, the Park Avenue Ultra is trimmed with new Polished Walnut Woodgrain on the steering wheel, instrument panel and door trim. Aluminum sill plates line the floor on the front door openings, and seats are embroidered with the Buick tri-shield on all four headrests.

The Buick Park Avenue Ultra goes into production in September 2002.

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