Buick and Cadillac have tried very hard to reduce the average age of its buyers and appeal to a younger demographic. However, according to a recent report from IHS Automotive, a global information company, both General Motors brands have among the oldest clientele in the U.S.
Buick’s buyers’ average age is 60.3 years-old (second-highest of all brand in the American market, behind Lincoln), while Cadillac’s is 59.5 years-old − tied with Bugatti’s.
Loyalty often plays a role for older consumers. “Generally speaking, domestic brands and older buyers go together,” says the senior director of insights for Kelley Blue Book, Karl Brauer. He added that older customers may rely on nostalgia for their perceptions of a brand, while younger buyers have less attachment to car brands and use the internet to make more informed purchase decisions.
Brauer adds, “Luxury appeals to people who have more money to spend and who want to treat themselves,” although it’s worth noting that Land Rover is an upscale brand that has a much lower average age.
Automotive analyst for IHS, Tom Libby, says, “Once you get labelled as [a brand] associated with the older buyer, you’re really in a bind with younger buyers.” He uses the example of Buick and Cadillac to suggest they “have a reputation of being driven by older buyers … no manufacturer wants to be known as the old persons’ car brand.”