One could say Buick’s current strategy has been quite the gamble. Products like the Buick Encore and Buick Cascada have been born from an idea of “white space“, the idea of filling niches as seen fit by parent company General Motors.
We recently had the chance to ask Duncan Aldred, Buick Vice President of Sales and Marketing, a few questions about Buick’s current attitude towards the market and its image. Frankly, it’s an intriguing strategy.
Aldred quickly gave us a history lesson, noting how the strategy has been extremely successful with intelligent marketing research to see what truly fits into a new, redefined Buick lineup. Products filling Buick’s white space include the incredibly successful Encore, Verano and the upcoming 2016 Buick Cascada.
But, Aldred was kind enough to let it slip there is more coming in terms of white space to the Buick brand. He discussed whatever product is on the horizon will follow the 2017 Buick LaCrosse. Aldred spoke highly of the 2017 LaCrosse, calling it “very much so a flagship sedan.” But, he also noted it’s not white space. Instead, it’s meant to be a volume play, and a well executed one at that.
We didn’t receive any specifics on this upcoming product but, if we had to take an educated guess, we feel the 2016 Opel Astra would fit right in to the Buick lineup as a Buick Verano hatchback.