Buick’s 13,384 sales for the month of October 2012 were not only a 14.5 percent year-over-year improvement, they were also the brand’s highest retail sales since 2006. What’s more, sales to individual customers were up 15 percent year-over-year — the sixth consecutive month of the increase. The positive results put Buick on track to achieve its best retail sales year since 2006.
One of the regions in which The Tri-Shield brand is growing at a rapid pace is (this author’s old stomping grounds) Miami — a city known for its trend-setting style, which — among other things — includes flashy cars, many of which are imports. Retail sales of Buick vehicles increased a whopping 117 percent in metro Miami, with more than twice as many car shoppers choosing Buick this October compared to the same time period in 2011.
“Miami is a unique and challenging market,” said Greg Ross, Buick regional zone manager for Florida. “Luxury brands often outsell more affordable brands and the mainstream segments are import-oriented, too. Buick’s growth in this image-conscious market is all about great products, advertising and dealers.”
Apparently, the Experience Buick lease program is to thank for the uptick, according to general manager of Williamson Buick-GMC in Miami Mark Naszradi. The program offers a 24-month lease that includes SiriusXM satellite radio, OnStar Directions and Connections and oil changes in the monthly payments. Since launching in mid-March, the amount of Buick buyers in Miami choosing to lease (as opposed to finance) has grown from 47 percent to 65 percent. In addition, Buick leasing has more than doubled since the introduction of Experience Buick.
The GM Authority Take
Quality luxury product? Check. Higher profit margin per vehicle? Check. As a GM fan, what more could you ask for? A convertible Verano, perhaps?
On a related note, it’s excellent news that Buick is doing well in a competitive market like Miami. The South Florida area is home to the world’s largest (by volume) Lexus and BMW dealerships, and sales of import vehicles/brands consistently outpace those of domestic products. Coincidentally, Buick originally introduced the North American-spec Regal GS in MIami… so it seems that someone at Buick is placing increased focus on the city.