@Jaeger:
I'm not a marketing professional by education, but I've had enough exposure to product design and development to know that any marketing plan states the intended market for the product (whatever the product is). Hence my references to the concept. I'm sure there are people on this forum that can confirm and elaborate on this. You can now continue to make ironic comments about this otherwise common sense concept…
GM identified the direct competitors for this car and the intended market and this is the reason I looked at those particular vehicles in order to get an idea how this vehicle is placed relative to them. This does not meant that you, as consumer, are constrained to only look at those particular models.
If GM will be successful to change Buick brand perception by introducing atypical cars for the brand, it's a different story, but only time will tell. Personally, I believe they need a lot of time to do it, mind you to be successful. So far, with only one out 4 models being atypical Buicks, I give them a very slim chance to succeed.
As far as I'm concerned, knowing what I know about this car itself, I would give it a closer look if I were in this market (which I'm not) - premium mid-size sedan. I think this car (2.0T model in particular) belongs to this market given its powertrain, feature set, design, grade and quality and I would definitely compare it with the other cars in the segment as listed.
If, hypothetically, I would like the car enough to buy it versus its competitors, I would change the badges and the grill before the car would leave the dealership. Yes, I would not like to drive a car with the Buick badge for the simple reason I have the same brand perception like you and many others do. Once the badge thing would be out of the way, I would probably enjoy the car for what it is.
It is pretty much similar with what more and more people do with the Genesis sedan.
Disclaimer: Before you label me as a GM fanboy, just so you know I'm not. Even more, I'm not a brand fanboy at all, no brand loyalty, etc.