More notorious for the blue hair behind the wheel than the greening of its vehicles, Buick has long struggled with a perception that’s both outdated and underrated. The clever folks at GM, however, aren’t letting the brand slip into oblivion; and a clear indication of that is proofed by the sultry curves and clean design of the new LaCrosse and Regal name plates. Now, the automaker has upped the ante by offering a smart electrification system dubbed “eAssist” as a standard feature on the 2012 four-cylinder sedan.

The fuel efficient perk grants drivers 37 mpg on the highway – an admirable rating for a luxe four-door – and all at roughly $30,000. According to Buick, eAssist boosts fuel economy by 25 percent thanks to a lithium-ion battery system and electric motor-generator that enables regenerative braking.

Mated with automatic shut-off when the vehicle is stopped and an ECO gauge that urges max-efficiency driving, the LaCrosse is a fine ride that will save dollars at the pump, should you opt for a gasoline-fueled vehicle. And if you do… you’re not alone.

A new study by Consumer Reports revealed that 94 percent of new-car buyers weren’t impressed with the current lineup of green cars, citing a high sticker price, inadequate infrastructure and range anxiety as prime concerns. Sounds like Buick may have found a comfortable space to grow in its audience of traditionally minded car buyers.