Buick is one of those brands that have been trying to reinvent themselves and change their age demographic. When someone say Buick today the image that is conjured up in the mind probably has to do with retirees. However, as we reported in our 2010 Denver Auto Show coverage on the new 2011 Buick Regal, the company is seeing traction with some of its new model designs. The Regal, based on the award winning Opel Insignia is getting good reviews in China where it is badged as a Buick and has an average buyer age of 32 years old (more here). How is that for grabbing a younger market?

2011 Buick Excelle for China Rear View

2011 Buick Excelle for China Rear View

Buick doesn’t seem to be stopping there; rumblings of a baby Buick have been circulating for a little while now, but today we saw proof that such exist. Carscoop found pictures (courtesy of Autohome) of the compact Buick Excelle sedan based on the Opel Astra. The expectation is that this car will be launched in North America sometime in 2011 and is predicted to make its first appearance to the world at the 2010 Beijing Auto Show.

No specifics have been released as of yet on the engine or different trim levels this car might carry, but it is probably safe to assume it will get offered in CX and CXL packages. Think of it as a high-end Chevrolet Cruze; more luxury features and a slightly higher price tag. Stay tuned from more information right here at AllSmallCars.com.