Ask HN: How to rehab Buick's image

The last few years Buick has really been trying to reach a market other than retirees. Noticed it first with having Tiger pushing the Lacrosse, noticed it most recently with the ad for the Regal Turbo featuring a be-stubbled male model piloting the car along a coastal road whilst enjoying the melodious sounds of the turbocharger.

I'm curious what HN would propose. Me, I'm a hacker, not an ad guy, but I'd start with a) reworking the logo and b) ditching their established names.

For example, I don't care if it's called the Buick Regal Ion Drive, it's still a Regal and therefore conjures images of being stuck behind some old gal looking between the dash and the steering wheel while cruising along at 10 under the speed limit.

What would you folks do?