For decades, Buick was the stereotypical car of choice for the elderly. These days, Buick has begun to erode that image with quirky new product, including a slew of hot-selling crossover SUVs.
And the brand truly thinks it has a shot with the youngest car buyers, noting there are no preconceived notions of “grandpa’s car,” according to a Detroit Free Press report on Wednesday.
Aaron Stich, creative designer of Buick Interiors, said designers aim for the 19-39-year-old bracket when designing cars inside and out. The generations are a “blank slate,” he said. And it helps that young designers are now attracted to work for the Buick brand, too.
“Buick was a brand people weren’t lining up to work on; now we have people putting their hands up,” said Phil Brook, Buick and GMC’s vice president of marketing. “They’re young people who are willing to push the envelope a little bit because they can.”
Clever marketing has also helped fuel Buick’s turnaround in North America, though its continued success in China certainly helps. Although the brand believes there’s still plenty of work to do, the sales figures are a far cry from the financial crisis era when Buick nearly joined Pontiac, Saturn, and Hummer at the chopping block. It certainly helps that Buick jumped on the crossover bandwagon early, too.