For starters, one quarter of all Veranos sold have been adorned in Crystal Red Tintcoat. This, as you may imagine, is not the norm — as red was only the fifth most-popular color across the industry in 2011, according to paint supplier PPG.
In addition, the top three markets for the Verano are New York, Philadelphia, and Chicago, with other major metropolitan markets such as Dallas, Houston, and St. Louis — rounding out the top 10.
When it comes to sales on the West Coast, almost half of Veranos sold in the region are specced out with the top-of-the-line 1SL trim level, which includes leather-appointed seats, a heated steering wheel, a 9-speaker Bose sound system, and passive entry with push-button start. The 1SL, also known as the leather equipment group, has a starting price of $25,965.
But perhaps most important is the fact that almost one in two Verano buyers trade in vehicles from non-GM brands, resulting in conquest sales for the Tri Shield. For instance, Karen Schindler of St. Louis was the first Verano owner in early December; she switched from a 2002 Lexus IS300 and was quoted as saying, “I got everything I wanted with this car for a great price. I really love it, and things like the heated steering wheel were a big surprise. And it’s great that it was built here in the U.S.”
The GM Authority Take
Congratulations, Karen, for a choice well-made!
However, the equipment and color purchase statistics could be attributed to the manufacturing inconsistencies and variations associated with the launch of a new vehicle, but the fact that nearly half of Verano buyers switch from an outside brand must be music to the ears of Buick and GM executives. Of course the fact that the Verano gets 32 MPG on the highway doesn’t hurt, either… but we think that number should be slightly higher. Nevertheless, let’s hope the conquesting trend continues.
So far in 2012, the Verano sold 4,980 units, with 2,497 sales in March.