Buick has decided to relocate from the General Motors section on the floor of this year’s North American International Auto Show to the “luxury pod,” near Infiniti and Acura, The Detroit News Reports. The only brands in GM’s corner of the show will be Chevrolet and GMC, with Cadillac also bordering the luxury section of the event.
The new space is 3,000 sq. ft. smaller than the space they otherwise would have used at GM’s booth, but the move will keep with the brand’s quest to attract a different kind of buyer. Designed by Chicago-based exhibit designers Czarnowski, the modern contemporary booth features swooping arches for an “amphitheater like effect,” The Detroit News says.
President of Buick-GMC, Duncan Aldred, was critical of Buick’s booth at least year’s Detroit Auto Show, saying the display was “not in keeping with where we want to take the brand.”
“We needed to be in and around our competition,” Aldred told the Detroit News.
“Now that I’ve seen it in the construction stage I’m absolutely delighted,” he said.