When you think of brands that had the potential to lower their buying demographics between 2007 and 2011, you probably think of brands like Mini, Subaru, Nissan, or even Chevrolet. But you’d be wrong, on all accounts. Because the brand — the only brand — to lower the average customer age of its customer base was Buick, according to data collected by Polk. And this was before the launch of more youthful models such as the Verano and Encore.
Granted, the brand also had the highest average customer age of all recorded brands, at 62 years — higher than that of Lincoln. Thankfully, not so as of 2011, with the average age dropping to 59 years. Granted, that’s still quite high when looking at the rest of the industry, but it’s comparable to other luxury brands such as Lexus. We hope to report on more current numbers in the near future.