TRENDING NOW:
The Buick Lineup for 2010. Notice the one vehicle that doesn't fit in? (Hint - it's the Lucerne)
It’s finally official! According to top Buick execs, Buick plans to add a compact car and a small crossover to its lineup in the near future. The third model is one we’ve known about for almost a year and is none other than the Buick Regal midsize sedan. It’s showing up in showrooms across the U.S. and Canada as your read this. These plans were announced at the Buick Immersion Program at GM’s Tech Center, where General Motors mapped out the keys to Buick’s continued success to employees who work with the premium brand.
By introducing the three new models, Buick will expand into 47 percent of the market, said Brian Sweeney, U.S. Sales and Service Vice President for Buick GMC. Currently, Buick only competes in two vehicles segments with its LaCrosse (large) sedan and Enclave (large) crossover.
“Buick is the fastest growing brand in the industry,” Sweeney said. “And we expect to double our sales in the next few years.”
Luckily, we’ve already caught a glimpse of Buick’s upcoming compact sedan in spy shots and in filings with the USPTO. It will share GM’s global Delta II architecture with the Chevrolet Cruze and Opel Astra and will most likely wear the Verano nameplate in the United States (Excelle in China). As for the MPV, we’re hearing reports that it will be styled like a “baby Enclave” and will use GM’s global Gamma II architecture shared with the all-new Chevrolet Aveo. Both Gamma-based vehicles will be produced at GM’s Orion facility, with tooling for the new Aveo being shipped to the plant soon.
Currently, we don’t know whether the Buick MPV will make its way to Buick’s other markets such as China. Stay tuned as we learn more!
[Source: The Detroit News]
It’s no secret that for the last few years, the average age of a Buick buyer has been 70 years old. Compare that to 52 – the median age of a new car buyer in the U.S. – and the problem Buick is facing becomes crystal clear (no offense to any seventy year-olds out there).
But all is not lost, as Buick has been making great strides in bringing in younger buyers. For example, the average age of a 2010 Buick LaCrosse buyer is 55. Even though a full three years above the median age of a new car buyer, it’s important to note that the LaCrosse may be purchased as a replacement vehicle for previous owners of Buick’s Lucerne boat barge sedan.
Brian Sweeney, the 42 year-old head of Buick-GMC, who took over from the famous 9-day exec Michael Richards – is looking to further decrease the average age of Buick buyers. Simply put, the plan involves the Buick Regal – the brand’s newest sedan that’s due to go on sale in the first quarter of 2011. The European-derived sedan will take advantage “experimental marketing” when pitched to the car buyer at large.
While we’re not sure what that will exactly entail, the folks at Buick feel that the drop in the median age of new LaCrosse customers was helped by making appearances at “coffee shops, art fairs, and wine festivals.” So perhaps you’ll see the upcoming Regal at gyms, hair salons, and downhill ski resorts, or maybe it will just follow the LaCrosse – its bigger brother – all over town. Whatever it may be, I feel it’s well worth it!
And even though GM is still hard at work designing all-new vehicles for Buick, the current line-up is at least on par with competing brands. In other words, Buick has the product to compete; what it needs now is to change market perception – something that can’t be accomplished with a set of commercials. As common sense would dictate, this will take time and grandiose effort on the part of Buick and GM, but – in the long run – I think it’s well worth it.
Most recently, the all-new LaCrosse has been nominated for the North American Car of The Year Award. It has also seen an increase in demand, prompting GM to run the Kansas City manufacturing facility (the birth place of the LaCrosse) 24/7.
Check out our high-res gallery of the all-new Buick Regal after the break. (more…)
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I think In the GM universe both these cars can exist ...
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