In 1984, Bitter announced at the New York Auto Show that it would enter into a limited marketing agreement with GM to sell the sedan version in the United States, through participating Buick dealerships. By being able to offer a premium European product, GM had hoped to regain market share lost to BMW at the time. The option of importing Opel cars was dismissed on the basis that it was perceived to be an entry-level brand, relative to BMW's premium status. Ultimately, fewer than a dozen Buick dealers (mostly in the metro New York City area) would bear the Bitter signage, resulting in minimal sales. Bitter's failure was based on its business model, and the diminishing trend of rebodying other manufacturers' vehicles, which became unpopular by the 1980s.