Buick created the sleek, contemporary sedan to restore its status as a premium marque, attract younger buyers and compete with entry-luxury sedans like the Acura TL and Lexus ES 350.

The once-proud brand has sunk into mild-mannered anonymity, thanks to decades of cars that had high quality ratings but low curb appeal.

Buick needs a hero.

The all-new LaCrosse has the looks, comfort and performance to do the job, if buyers recognize the stylish sheet metal, good handling and roomy, well-appointed interior and value hiding behind the Buick badge.

The great unanswered question of the Superman saga is: How could Lois Lane be so dumb? Clark Kent puts on a pair of glasses and she can't tell he's the Man of Steel? Every kid who ever picked up a comic book believed he or she wouldn't make that mistake.

The 2010 LaCrosse leaps over the ES 350 and TL in a single bound. Shoppers who look past the geeky glasses of the Buick badge may find something super.

"That's a nice-looking car. What is it?" asked Anne, a chic acquaintance who saw me in a parking lot. Craning around to see the rear badge, she answered her own question: "Oh, it's a Buick. Ewww, it's a Buick."

Buick gave the all-new LaCrosse midsize sedan two missions:

—Beat the pants off lower-luxury midsize sedans like the Lexus ES 350 and Acura TL.

—Change people's reaction to Buick from "Ewww" to "Oooh."

The LaCrosse succeeds handsomely at Job 1. It's roomier, quieter, more comfortable and a better value.

As tough as topping Lexus and Acura's top midsize sedans is, the LaCrosse's second task is more daunting: get people to take a closer look and see the excellent car behind the badge they dismiss.

The roomy LaCrosse is all-new for 2010. Based on a new architecture and developed in China, the United States and Europe, the only thing the car shares with the previous LaCrosse is its name.

The LaCrosse comes in front- and all-wheel drive models and offers either a 3.0-liter or 3.6-liter V6 engine.

A six-speed automatic transmission is standard on all LaCrosse models. The 3.0-liter engine generates 255 horsepower in front-drive models and 252 with AWD.

The 3.6-liter produces 280 horsepower. It's only available with front-wheel drive now, but don't be surprised if Buick adds an AWD model with the bigger engine.

LaCrosse prices start at $27,085 for a front-drive CX model. The mid-range CXL starts at $29,645 for front-drive and $31,820 for all-wheel drive.

Prices for the CXS start at $33,015. I tested a well-equipped LaCrosse CXS that stickered at $36,330. All prices exclude destination charges.

LaCrosse pricing compares favorably with entry-luxury midsize sedans like the Acura TL, Lexus ES 350, Lincoln MKZ and Nissan Maxima. The Buick has a lower base price, and models equipped comparably with the LaCrosse I tested cost $1,200 to $7,000 more than the Buick.

The LaCrosse's 101.7-cubic-foot interior offers more passenger space than those competitors, though its trunk is smaller than all but the Maxima. The trunk opening is somewhat inconveniently shaped for loading big suitcases.

The LaCrosse's passenger compartment is attractive and comfortable. Rear leg and headroom are excellent. That's no surprise, since LaCrosse development was heavily influenced by the Chinese market, where the car is a hit and frequently owned by chauffeur-driven big shots.

That may also explain the shortage of front-seat storage cubbies — the hired help isn't expected to bring their iPod, purse and other accessories. The large center console has little useful stowage. The front cupholders' location far back in the center console could also be more convenient.

The interior materials are uniformly good. The design is restrained and elegant, though some pieces of trim do not line up perfectly.

Buick may have optimized the front seat for chauffeurs, but the LaCrosse's handling was clearly tuned for people who enjoy driving themselves. The sedan stays flat and planted while negotiating fast curves.

The steering provides good feel and quick response. The ride is smooth and quiet, with very little wind or road noise at high speed.

Front-drive models have very mild torque steer under heavy acceleration. The AWD LaCrosse may appeal to enthusiasts, but the FWD car handles admirably.

Both engines provide good performance and fuel economy. The EPA rated the front-wheel drive LaCrosse at 17 m.p.g. in the city and 27 m.p.g. on the highway.

The all-wheel drive model scored 16 city/26 highway. The front-drive LaCrosse's fuel economy roughly matches or slightly exceeds the TL, ES 350, MKZ and Maxima. The LaCrosse uses regular gasoline, while the Acura, Lexus and Nissan require more expensive premium.

The LaCrosse lacks a few features a prestigious sedan should offer, however. The power seats do not automatically return to the last driven position after sliding to the convenient easy entry/exit position. The voice-command system works well with the navigation system, but is less user-friendly than Lincoln's Sync feature.

The sleek styling sets the tone for future Buicks with elegant touches like the flowing "sweep spear" — a design term from Buick's past — rising along the rear fenders. The new hood-top placement of the chrome portholes — another visual cue from the brand's heyday — works well.

Buick has a long way to go before its status matches Lexus or Acura. With the 2010 LaCrosse, the brand has a car that surpasses them and takes a significant first step from "ewww" to "oooh."

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BUICK LACROSSE CXS

Front-wheel drive five-seat midsize sedan

Rating: 4 out of 4 stars

Price as tested: $36,330 (excluding destination charge)

Reasons to buy: Looks, handling, passenger space, value

Shortcomings: Interior storage, interior trim fit, trunk size